Sweet Success with Jelly Belly

Posted by Dawn Mortensen, September 5th, 2013 at 11:50 am PST
Categories: eCommerce, Merchandising, Navigation, SEO, Site Search, Site Search Tips, Success Stories | 1 Comment »
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Buttered Popcorn… Cream Soda… Toasted Marshmallow… most of us have favorite likes or dislikes when it comes to Jelly Bellies. And it’s nice to be able to order those favorites from Jelly Belly Candy Company’s online store at www.jellybelly.com. Jelly Belly’s eCommerce site is an important global sales channel for the company, which sells 100 other types of confections in addition to its 75 flavors of Jelly Bellies.

As highlighted in a newly published case study, Jelly Belly uses SLI Systems to improve its user experience and profitability. By optimizing site search and SEO, SLI helped Jelly Belly see a 33% increase in site conversions and a 10% increase in average order value. By using SLI’s customized product results pages and adding those links to email campaigns, Jelly Belly realized an 85% better open rate for emails.

Jelly Belly’s director of e-business Brandon Finch works closely with his Customer Success Manager at SLI to stay on top of search trends and best practices. Recently, Jelly Belly’s search data showed that their BeanBoozled product line of odd-flavored jelly beans was one of the most-searched for products on their site.

By the way, if you haven’t yet been BeanBoozled, watch out – a 1.6 ounce box contains both commonly liked flavors such as Peach or Licorice and identical-looking beans with flavors like Barf and Skunk Spray. It’s a higher-stakes trick than the one I did to my sister as a kid, swapping Watermelon Jelly Bellies for Jalepeno-flavored ones.

After learning how popular its BeanBoozled line was, Jelly Belly worked with SLI to add similar products to the search results page, so that shoppers buying BeanBoozled will also learn about Jelly Belly’s line of Harry Potter Bertie Bott’s Every Flavour Beans, which also have strange flavors. (In a handful of Bertie Bott’s, you may taste dirt, earwax, booger, cherry and tutti-frutti.)

SLI also worked with Jelly Belly to create faceted navigation for Jelly Belly’s site, with search refinement options in the left column of the page. For those really into unusual Jelly Belly flavors, their BeanBoozled results page offers refinement by Taste, with the choices of Icky, Assorted or Chocolate.

SLI’s work with Jelly Belly is just one fun example of how SLI continually works to improve each customer’s site for the best possible search results and conversions. You can read additional examples from Boden, American Bridal, PartySuppliesDelivered, Snow + Rock and others on our case studies page, or listen to customers speak in our podcasts and recorded webinars.

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One Response to “Sweet Success with Jelly Belly”

  1. david klein Says:

    Very interesting article…Thank You. If you want to learn more about the history of Jelly Belly a documentary on my life Candyman:the David Klein Story is on Netflix until Oct 15…..MY BEST

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