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Boats.net achieves rapid return on investment with Google Search Appliance
Company Boats.net offers rock-bottom prices on outboard boats, outboard motors, and waverunners. The company is the number one OEM Yamaha outboard parts dealer in U.S. 7 years in a row and among the largest OEM outboard parts dealer for Honda, Mercury, Evinrude, and Johnson. The Boats.net flagship site features upwards of 750,000 products, an additional 750,000 part diagrams, and the site is the company’s only avenue for reaching customers. “Without our website, we would literally be out of business. We are located out in the Florida countryside, where there are many orange groves, but absolutely no customers driving by,” explains IT Director, Jason Wasserman. Approach According to Wasserman, most of the products featured on the main site are motor parts like boat carburetors, valve kits, and crankshafts, often made in large purchases by both domestic and international customers from around the globe. With such a broad selection, and the need for customers to hone in on specific model numbers to find what they need, implementing an intuitive, powerful search function on the site was a top priority. The company’s previous site search came as part of a shopping cart solution, but it became clear immediately that it wasn’t going to suffice. To use the search function successfully, shoppers had to know the exact part number ? including dashes in all the right places. Once customers searched for a part number, the search engine began doing a full-text search across all 750,000 parts, frequently bringing the site to its knees. “We had to take our first search solution down immediately,” recalls Wasserman. “Either the site slowed to a crawl or people got the message ‘Part Not Found’ because they didn’t have the part number precisely right.” At the same time as the search function on the flagship site was flailing, Boats.net was formulating a long-term strategy that called for even more robust search. After looking at several alternatives, Boats.net decided on Google Search Appliance. “If any company knows search, it’s Google,” says Wasserman. “For other companies, search is a sideline.” In addition to banking on Google’s leadership and acumen in the search market, Wasserman’s team also calculated that the Google Search Appliance would pay for itself quickly in increased sales. They also liked the fact that customers would likely react positively to the Google brand. Results With Google Search Appliance, Boats.net had an exceptional, highly functional search engine established in almost no time. “Within eight hours, we had the hardware set up, and within three days, we had all of our pages indexed. The search results looked the way we wanted,” says Wasserman. Boats.net customers had the immediate and expected benefit of finding products and product information with ease. “Google Search Appliance is a great way to improve our search results across the board” said Wasserman. Perhaps the biggest advantage Boats.net expects from implementing Google Search Appliance is an increase in sales. Wasserman anticipates that revenues will increase when customers can readily find what they want to buy. “With the Google Search Appliance, we’ve made our customers happier, and we expect sales to grow because they can find what they want on the site. We know that Google Search Appliance will pay for itself quickly. For e-commerce sites like ours, Google Search Appliance absolutely makes sense.” About the Google Search Appliance The Google Search Appliance is an integrated corporate search solution that extends Google's award-winning search technology to intranets and websites. The Google Search Appliance is available in three models: the GB-1001 for departments and mid-sized companies, the GB-5005 for dedicated, high-priority search services such as customer-facing websites and company-wide intranet applications, and the GB-8008 for centralized deployments supporting global business units. Contact sales for more information. |
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