Enhancing Search
Case Study
VWR – an Avantor company, has a broad portfolio of over 6M products and services. with 70% of its revenue from Life Sciences. They operate at a global scale serving over 300k customer locations.
Background
VWR and Avantor’s e-commerce platform plays a vital role in how they conduct business with their customers. In 2022, approximately 70% of our transactions came from their digital channels. Their websites utilize search analytics and feature personalized search tools, customer specific web solutions and enhanced data that optimize the customers’ online purchasing experience and better integrates their processes. Prior to this, VWR, Life Sciences Distributors, a leading global player in life sciences e-commerce distribution, faced critical issues with its existing search functionality on their global platforms:
- Inaccurate Results: Users struggled to find specific products due to irrelevant search results.
- Complex Taxonomies: The extensive product catalog had intricate categorization.
- High User Volume: With 1.5 million customers, the search UX needed significant improvement
Objectives
- Enhance Relevance: Improve the accuracy and relevance of search results.
- Simplify Navigation: Streamline product discovery through intuitive search.
- Scale for Growth: Ensure the solution could handle increasing user demands.
Approach
Data Analysis and User Insights
Conducted an in-depth analysis of user search behavior. Identified common search queries, synonyms, and user intent patterns.
Search Algorithm Optimization
Collaborated with data scientists to enhance the search algorithm. Implemented machine learning techniques to improve relevance. Fine-tuned ranking factors based on user interactions.
Taxonomy Refinement
Simplified product categorization by reorganizing taxonomies. Introduced synonyms and aliases to bridge gaps in user terminology.
User Interface (UI) Improvements
Redesigned the search bar and results page. Added auto-suggestions, filters, and sorting options. Highlighted relevant product attributes (e.g., price, availability).
- COMBINE existing List and GRID views into a third results view.
- Allow the User to search for products and articles quickly.
- Allow the user(s) to sort results, expand the search result for detailed ordering grids.
- Including the ability to add multiple quantities and items to basket, and compare multiple items
Scalability and Performance
Deployed a distributed search infrastructure. Optimized indexing and caching for faster response times. Monitored system performance to handle peak loads.
Results
Improved Relevance
Search results became significantly more accurate with query match logic, and synonym and language updates. Users found relevant products faster, reducing frustration and increasing speed.
User Satisfaction and engagement
Positive feedback from customers regarding the improved search experience. This directly increased engagement and repeat visit metrics monitored in Google Analytics.
Business impact
By optimizing search algorithms, refining taxonomies, and enhancing the user interface, VWR. transformed its online search experience. The company’s commitment to user-centric design led to improved customer satisfaction and business growth.
- Conversion rates improved due to better product discovery.
- Customer retention increased as users found what they needed efficiently.
- Measured 18% increase in annual revenue related to search improvements. $9M / month
- Resulted in 50+ new B2B and B2C improvements doubling revenue from $20M – $40M / month.