Online search and merchandising have always played a part in Wildfang’s ecommerce strategy.
“We’ve always been well aware of which factors are likely to affect conversions. Search is your lowest hanging fruit. It’s the highest-converting traffic, so even a small increase in search usage is going to dramatically impact revenue,” says Emma.
“In terms of merchandising, we focused on a number of key factors, including price point, color, in-stock availability, newness, and categories.”
However, managing all of these aspects of the site was a highly manual process that demanded time and resources. As a small team, this wasn’t an option. What’s more, the speed at which the team could update and adjust the site ultimately affected how quickly and easily shoppers could find the right products.
“The single biggest driver of conversion and revenue in ecommerce is speed. No one wants to spend a lot of time on a site. The ability to guide a customer to what they’re looking for as fast as humanly possible is a huge win for us, which is what Searchspring does,” says Emma.