Swanson Health revitalizes online customer experience

Dan Berthiaume
Senior Editor, Technology
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customer service

A specialty online health-and-wellness retailer is giving a booster shot to critical customer metrics.

Swanson Health Products sells vitamins and supplements, healthy home, pantry and self-care products from its own brands and third-party partners via an e-commerce site. Seeking to more quickly respond to market needs and keep up with new products and promotions, Swanson Health has upgraded its customer experience and product data capabilities.

The retailer is deploying the GroupBy Searchendiser solution to assist in providing relevant and personalized onsite customer experiences through site search, navigation, recommendations, and customer insights. In addition, Swanson Health is utilizing the GroupBy Enrich module to help improve the quality of its product data by adding product attributes like flavor, health concerns, and lifestyle.

Since implementing GroupBy’s Searchandiser and Enrich solutions at the end of 2018, Swanson Health has seen significant growth across all its critical metrics month-over-month. Search click-through rate has increased by over 50%, search add-to-cart rate has risen by 65%, and conversion rate has increased by over 60%. Furthermore, site traffic has grown to more than 1 million distinct searches per month.
“We wanted a system that used more modern technologies like machine learning, integrated recommendations, and great search relevancy to astutely respond to trends in what our customers were buying,” said Eric Trautvetter, VP, technology, and e-commerce, Swanson Health Products. “It was critical that our site truly reflected the voice of our customers. GroupBy was able to quickly convert the rules from our legacy system, and as our e-commerce site uses a microservices-based architecture, it was easy to swap the search engine connections”