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Leading Powersports Retailer Accelerates Growth With SearchSpring

The recent addition of a product finder on top of the existing five products in the Relevancy Suite increased conversion rates by over 15%

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The Problem

Powersports is historically a retail category that offers a wide variety of products and SKUs, which present challenges in creating a front-end user experience that can account for a variety of make/model/year combinations as well as rider types. BTO came to SearchSpring back in 2008, looking for additional ways to optimize their ecommerce performance. “We listened to BTO’s needs and created a solution that leveraged all of the products in our Relevancy Suite (Site Search, Autocomplete, Category Navigation, Product Finders, and Product Recommendations) to improve site usability, the customer experience and conversion. It was a great way to improve visibility for their most sought after products,” said Scott Zielinski, Co-Founder of SearchSpring.

The immediate visibility and access to our most heavily sought after products made our customers very happy. Vince Aramitsu – President

The Solution

“SearchSpring has been a trusted partner for BTOSports since 2008” said Vince Arimitsu, President of BTO Sports. “They’ve consistently delivered positive results and the recent Product Finder addition to our website didn’t disappoint. We didn’t think we were ‘wow-able’ after years of working with SearchSpring, but they did it again.”

With over four of SearchSpring’s products already being used onsite for BTOSports.com the Product Finder was an immediate fit into the content layout, providing users immediate access to the most popular bike parts available. The above-the-fold placement in the design ensured all website visitors had the opportunity to use the tool for their shopping experience. “Within a few weeks the results were clear,” said Arimitsu. “The immediate visibility and access to our most heavily sought after products made our customers very happy.”

We saw our conversions rise almost 16%. The Product Finder addition was really helping us get the right products in front of our customers, quickly. Mike Giordano – Director of Marketing

The Results

Within three weeks, BTOSports.com saw a significant lift in website purchases over the previous year. “We saw our conversions rise almost 16%,” said Mike Giordano, Director of Marketing and Ecommerce Development, BTOSports.com. “The Product Finder addition was really helping us get the right products in front of our customers, quickly.”Product Finder also had success in increasing the page views per visit and decreasing the bounce rate across the website.

“When all three increases are looked at holistically, there’s a clear indication that users are finding and purchasing what they’re looking for easier than before the integration,”said Zielinski. “We’re really excited to see our customers succeed, especially when we’re the ones helping that success.”