Kaiser Willys Revamps Search Experience to Boost Conversions 9.9%

Background

Established in the early 2000s as a call-in auto supplier, Kaiser Willys grew into a trusted source for Jeep and Willys enthusiasts seeking vintage parts. Over time, the family-run business noticed that its online storefront wasn’t fully tapping into modern search and merchandising techniques. With a catalog spanning thousands of SKUs, shoppers often struggled to pinpoint the right component for their 1941–1971 models.

The Challenge

Kaiser Willys had a clear goal: attract a younger demographic of hobbyists and collectors by improving site performance and conversions. But the core obstacle lay in navigation and search. Sifting through endless parts lists was cumbersome, and the existing search tool fell short of evolving consumer expectations. The team realized that enhancing search was mission-critical to boost engagement and drive sales.

Crafting a Custom Solution

To meet these goals, Kaiser Willys joined forces with Wasserman Digital and Glass Onion Marketing. They tapped into BigCommerce’s composable framework to develop a customShop by Diagramfeature. This visual interface lets users click on a technical diagram to find the exact part they need—a simple UI that greatly speeds up the shopping journey. customers find it really helpful is the Shop by Diagram functionality.

Advanced Merchandising with Klevu

Beyond visuals, Kaiser Willys integrated Klevu for intelligent, rule-based search merchandising. They built 300 keyword-level rule sets to surface precise products when users type terms like “axle” or “transmission.” Additional rules distinguished post-1971 from pre-1971 parts, ensuring shoppers land on the right catalog segments quickly. Autocomplete suggestions were enhanced with promotional banners to highlight weekly deals and entice cross-category exploration.

Measurable Results

The impact was immediate and measurable. Within weeks, conversion rates climbed by 9.92% and monthly revenue rose 3.16%. Search became a dominant driver of engagement—with 44% of visitors using the upgraded search tools. On top of that, the intuitive Shop by Diagram feature boosted customer satisfaction and reduced bounce rates on key landing pages.

Looking Ahead

Armed with data from Klevu’s analytics dashboard, Kaiser Willys plans to refine its search rules further and roll out personalized recommendations. Continual site optimization, guided by real user insights, will keep the brand ahead of shifting consumer demands and solidify its position as the go-to source for vintage Jeep parts.