The Wasserstrom Company, a supplier and distributor of food services and equipment, has reported a 209% increase in conversion rate for shoppers that browse product pages using Adaptive Navigation from Compare Metrics.
The Compare Metrics Adaptive Commerce solution is designed to offer a more “humanized” approach to online product discovery and navigation. Instead of focusing on category- and keyword-driven terminology, consumers can learn about items based on their personal styles and preferences. Since implementing the solution, Wasserstrom has discovered that 25% of shoppers who visit product categories using the platform engage with the new navigation controls.
Wasserstrom also utilizes Compare Metrics’ Shopping Scenarios solution, which allows visitors to navigate the site based on a general needs and solutions — such as bar service — rather than specific product attributes. The company reported that shoppers who engage with the Shopping Scenarios feature convert 186% higher than the category average, with a 3% higher average order value.
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“Our vast product assortment puts us in direct competition with the likes of AmazonSupply.com, but our heritage and dedication to our customers is what differentiates us,” said Dale Edman, VP of e-Commerce and Online Marketing at The Wasserstrom Company. “We recognized early on in working with Compare Metrics that we would be able to create a more personalized discovery and navigation experience to further differentiate our brand. Early results have been exciting and I look forward to rolling out the solution site-wide this year.”
The Compare Metrics content curation team has collaborated with Wasserstrom to help the company increase product attributes by up to four-times. Mining structured and unstructured merchandising content, Wasserstrom has been able to identify and interpret how consumers shop for products and quickly tag items based on terms and attributes. For example, since going live with Compare Metrics in October 2013, Wasserstrom has expanded product attributes to include “volume capacity.”
