LEGO and Museum of Modern Art Add Powerful Online Search Functionality
January 18, 2005
Quinn Interactive's integration of Atomz Guided Commerce boosts online sales significantly
San Francisco, CA - January 18, 2005:
In November 2004, both the Lego Company and New York City's Museum of Modern Art (MoMA) added powerfully enhanced search engines to their websites, installed and customized by Quinn Interactive. For both clients, Quinn Interactive made use of Atomz industry-leading Guided Commerce search tool. Together, these projects provide an excellent look into Quinn Interactive's ability to create robust search capabilities for e-commerce applications, on-line shopping and on-line catalogs for the corporate world and non-profit sector alike. Both Lego and MoMA report that their improved search engines have led directly to significant sales growth.
The manufacturer of the beloved Lego interlocking toys brought in Quinn Interactive to help craft a search solution that would significantly improve conversion rates. The challenge was to help customers explore more quickly and accurately among the more than 20 thousand Lego products. As an international corporation, Lego needed a search tool that could display descriptions in three languages and accommodate prices in seven currencies. Quinn Interactive provided all this and more.
The overall goal of the project was to increase online sales by helping customers search more easily. The new search interface accomplishes this goal through convenient "drill down" search facets that help guide users through their queries. Customers are provided a number of ever more specific queries criteria, including product name, age level, pricing or individual product category, assuring the success of each search.
This system ensures that users never receive the frustrating empty search result that can send them away from a site. As important, Lego's new search capabilities allow the company to cross-sell products through keyword driven page links using Atomz Promote, and to promote specific search items through merchandising rules to adjust result item relevancy based on business rules.
By testing their new search engine "side by side" with their old configuration, sending some customers to one and some to the other, Lego was able to demonstrate beyond question that the search tools were producing significantly increased viewer conversion rates. In addition, the new search functions are integrated into Lego's website metrics tools to help Lego track users and conversion trends.
Museum of Modern Art
Like Lego, the Museum of Modern Art in New York City contracted Quinn Interactive to help increase the customer conversion rates at their online store through improved search capabilities. MoMA received many of the same features and, accordingly, the same benefits—significantly increased online sales and enhanced customer-tracking capabilities. In addition, MoMA asked Quinn Interactive to create a more attractive user interface for their search results, a design that would be user friendly while fitting in with the existing look and feel of the overall MoMA store site. The new MoMA online search includes many more "facets," or search areas, that allow visitors to quickly zero in on the products they're looking for.
Quinn Interactive's Expert, Personalized Service
Lego and MoMA both received the benefit of Quinn Interactive's ten years of web production and search implementation experience. Quinn Interactive helped both clients understand how best to organize their user interface components and add the online features that would most improve their sites. In each case, the Quinn Interactive team provided in-depth, personalized service, making sure the solutions they offered were precisely appropriate to the individual organization.