Hobbycraft conversion rates soar with appointment of search and navigation specialist



Leading UK arts and crafts multi-channel retailer Hobbycraft has seen its conversion rate from site search increase 170% since appointing European search and navigation specialist FACT-Finder.

FACT-Finder’s Search and Navigation technologies provide a seamless experience for Hobbycraft customers. The system allows them to enjoy a more intuitive search functionality that accounts for spelling mistakes and partial search terms as well as creating more logical and user-friendly product navigation.

The partnership also gives Hobbycraft the added bonus of being able to analyse the success of its online shop through FACT-Finder’s Customer Excellence Programme. This offers systematic analysis and site-reviews to deliver meaningful reports with recommendations concerning all areas of search and navigation.

Since signing up to the programme and launching FACT-Finder, the number of onsite searches on Hobbycraft’s webshop has increased from 300,000 to approximately 750,000 per month.

Marino Casucci, FACT-Finder’s international sales director, said: “The aim of any successful online business is to convert as many visitors into buyers as possible. One crucial element in this process is to lead visitors quickly and conveniently to the products they are looking for through search and navigation. Structured information will lead to relevant products, making a purchase more likely. And with Hobbycraft.co.ukoffering such a wide range of products and catering to such a diverse audience this is extremely important to help drive conversion.”

Speaking on the long-term partnership with FACT-Finder, Mike Thomas, IT director at Hobbycraft, said: “Being involved with the FACT-Finder Customer Excellence Programme is already delivering benefits, with our colleagues gaining a better understanding of how our online shop works and how its performance capabilities can be increased. We are confident that the programme will play a supporting role in the growth of Hobbycraft’s online strategy over the next few years.”