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 company’s extensive product catalog had intricate categorization, making search challenging.
- High User Volume: With 1.5 million customers worldwide, the search experience 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
1. Data Analysis and User Insights
- Conducted an in-depth analysis of user search behavior.
- Identified common search queries, synonyms, and user intent patterns.
2. 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.
3. Taxonomy Refinement
- Simplified product categorization by reorganizing taxonomies.
- Introduced synonyms and aliases to bridge gaps in user terminology.
4. 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).
5. 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.
- Users found relevant products faster, reducing frustration.
- Enhanced User Satisfaction:
- Positive feedback from customers regarding the improved search experience.
- Increased engagement and repeat visits.
- Business Impact:
- Conversion rates improved due to better product discovery.
- Customer retention increased as users found what they needed efficiently.
- Scalability Achieved:
- The solution handled peak traffic during promotions and seasonal spikes.
- VWR and was prepared for future growth and exposure to investment for distribution logistics and increased sales volume related to measurable search improvements.
CONCLUSION
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.
- 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.
