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RoadRunner is keeping fit with site-search optimizations

24
Mar '10
RoadRunner Sports Leads the way in an Ongoing Marathon of Etail Success, Obtaining Significant Economic Value From its Site-Search and Online Merchandising, Along With a 30% Increase in Search Engine Originated Traffic

RoadRunner Sports, the leading national retailer of running gear, experiences positive economic performance from its continuous investments in Site-Search optimization by hitting end-user trends as they emerge and improving SEO using site-search data.

In order to stay on top of customer demands and varying sneaker trends, RoadRunner Sports relies on Site-Search analytics to reveal demand dynamics as they emerge. Spotting trends earlier than competition and answering end-user interest with smart merchandizing campaigns makes the whole difference.

"RoadRunner Sports experienced a significant increase in conversion rate within a short amount of time when using fallback reports to identify popular items not carried in store and suggesting alternative similar products it did supply instead, so as to prevent customers from leaving empty handed," said Dan Kelly, RoadRunner Sports' VP of Information Technology.

"We depend heavily on our Site-Search analytics to guide us in the right retail direction, which inevitably reflect the voice of our customers. For example, once toning shoes entered the market, we were quick to identify "MBT toning shoes" as a frequent fallback. Through site search optimization, we were able to have Easy Tones and Skechers Shape Ups programmed to appear when a customer queried "MBT toning shoes" instead. Over 1,200 pairs of toning shoes were sold within 2 weeks! I am very pleased with the way our Celebros Site Search continues to contribute to our success," exclaimed Mr. Kelly.

Another significant benefit for RoadRunner Sports has been connecting its site-search with its site navigation menus, enabling site-search to manage the category pages rather than having them pre-created manually. Site management efforts have been notably simplified and costs have been drastically reduced. This has further allowed for a better response time to update the site with changes in the product catalog and has given the end-user a coherent experience, whether searching through the search-box or navigating the site menus.

The category pages were made search-engine friendly through the use of the URL-masking technique to make sure the category pages are accessible to search engine crawlers and achieve a good ranking in the results of Google, Yahoo and other leading search engines.

In order to further improve its search-engine ranking, RoadRunner Sports deployed Popular Search Pages, listing the search results for the top queries. RoadRunner Sports saw an increase of 30% in search engine originated traffic! The Popular Search Pages are managed automatically by the Celebros Traffic Builder and are updated periodically as the store's catalog changes. "We experience an increase of search engine originated traffic each time our catalog is updated," added Mr. Kelly.

RoadRunner Sports


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