Search success jumps to 60% and improves re-purchase intent
A global manufacturing company was alarmed by the failures in their website “search” function. Usability Sciences was engaged to improve search functionality. Of all searches, only 12% reported search success. Cross-tabbing search behavior against key attitudinal metrics further revealed that negative search experience translated into a drastic reduction in brand affinity and re-purchase intent. The client, in conjunction with the Usability Sciences team, launched a search improvement initiative, and in the first 16 weeks saw search success jump to more than 39%. The site team faithfully continued to execute the program, and the current search success rate is now above 60%.