Gardening supply firm Thompson & Morgan restored SLI Learning Search on their e-commerce site to enhance the search functionality offered on their new platform. Since switching to SLI, Thompson & Morgan, the leading retailer of seeds and plants in the UK, saw several bottom line benefits, including a higher conversion rate and larger average order value for search users, along with a bounce rate that is 45% lower than the site average.
Thompson & Morgan have sold seeds, plants, bulbs and gardening supplies since 1855, through catalogues and major garden centre chains in the UK and Europe. In the last decade, around 60% of the company’s sales have shifted online.
Having the right site search is critical for Thompson & Morgan to enable customers to find the right products they want to buy quickly and efficiently, according to Clare Dixey, group e-commerce manager. “The unique names of many gardening products can be hard to spell correctly, and our previous search often turned up ‘no results’ or poor results when the exact right term wasn’t used,” she said.
A key search feature for Thompson & Morgan is SLI’s Auto Complete, given the hard-to-spell product names. “Offering visitors search suggestions as they begin typing in a keyword is really important in helping them finding the right product more easily, and improving the overall experience,” said Dixey.
Result highlights:
• Thompson & Morgan saw a conversion rate (CVR) for SLI search users 74% above site average CVR
• 21% of visitors used SLI Search which generates 47% of site revenue
• 30% higher average order value when using SLI search
• Site search bounce rate was 45% lower than site average
www.sli-systems.co.uk