Earlier this year I had the opportunity to interview Jarrod VanBrocklin, Sales Manager/Buyer for CDNN Sports Inc
and learn how Hawk Search has helped them improve the online shopping experience and boost customer satisfaction. CDNN Sports Inc. is the largest wholesale liquidator of firearms and accessories in the U.S. They offer a wide selection of products for personal protection, hunting, and recreational shooting. Historically the company has focused on inside sales and direct-to-consumer marketing through their catalog, but in 2012 decided to increase their investment in e-commerce and they migrated from Yahoo Stores to Magento.
As you might imagine, they saw an immediate lift in overall revenue after launching a robust web presence. While the Magento platform met their overall e-commerce needs, Jarrod and the team at CDNN believed there was an opportunity to improve results and the customer experience by replacing the native on-site search function.
During the interview, Jarrod shared this insight, “Products were very difficult for visitors to find, especially if the search query contained multiple terms, such as product description and manufacturer.” Instead of returning results specific to the manufacturer, they contained a combination of products and manufacturers that were not relevant.
In order to make it easy for customers to find products and for the merchandising team to personalize the search and browse experience, the new on-site search solution had to include the following e-merchandising features.
Key Customer Facing E-Merchandising Features included:
- Faceted Navigation — Site-wide navigation that enables visitors to filter results by size, color, gender, and more.
- Banner Campaigns — The ability for merchandisers to refine the results to include branded banners and pre-filtered results based on keywords or campaigns and fully customize the landing page without going to IT.
- Smart AutoComplete — Automatically completes the search term and provides easy navigation to the best matches.
Jarrod and his team selected Hawk Search because of the highly relevant out-of-the-box search results and because it has the most user-friendly and robust merchandising tool set out of all of the solutions they evaluated.
The team was so impressed with the improvement in the relevancy of search results they made the decision to roll Hawk Search into production right before Black Friday 2015, a time of year when most retailers would never consider implementing a major change. CDNN Sports Inc. used Hawk Search to highlight manufacturer rebate programs, which has been a big driver of sales and increased conversion rates.
It was exciting to hear that they had the best online holiday season in the history of the company and expect this year to be even better. They've already seen monthly on-site searches more than double from 80,000 a month to 170,000 a month since implementing Hawk Search; visitors who use the search function have 3x higher conversion rate than visitors who only browse.