Thursday, February 3, 2011 | 9:25 AM
(Cross posted on the Google Commerce Blog.)
Editor’s note: Woodcraft Supply is one of the nation’s oldest and largest suppliers of quality woodworking tools and supplies, offering more than 20,000 products through its retail stores, catalog, and website. We’ve invited today’s guest blogger, Nancy Miller, VP of Internet Sales and Development for Woodcraft Supply, to talk about how Google has helped her increase search revenue and transform Woodcraft’s online store. To learn more about her experience, read the Woodcraft.com case study.
At Woodcraft, we strive to provide the best experience for our customers, which means helping them find the right tool for the project. To this end, our retail stores are staffed with knowledgeable woodworkers. Online, we need a powerful search engine.
Prior to our switch to Google Commerce Search, Woodcraft had been using another popular third-party search solution - but we just weren’t seeing the same level of satisfaction on our website as we were in our stores. Visitors to our site often couldn’t find the products they were looking for, and our support team fielded a lot of complaints. Our customers were frustrated and our conversions suffered so we decided to make a change.
After thorough research, we picked Google to host our e-commerce search; their service provided better results, improved rankings, and an intuitive administrator interface. Google Commerce Search is simpler to maintain and much more effective than our old solution - even before customization. In fact, during our testing period we moved half of our traffic to Google Commerce Search and left the remainder on our existing solution – and with Google our conversions from search were 27.7 percent higher and our search revenues were up 34 percent!
Beyond providing a multifaceted search experience with better results, and increasing our online sales, Google Commerce Search has made our customers and employees much happier with our website. The complaints have virtually disappeared, giving us more time to focus on our passion: woodworking.
Above: Nancy Miller, Kyle Crabtree, Chris Brown, Matt Hall, Steve Markle September Fleming, and Daniel Pennock with their latest woodworking project.