Lenovo is the number one PC manufacturer in the world, but that’s just the beginning of its product offerings. It’s also the number one provider of supercomputers, it sells phones, it provides large data center solutions, and sells transformational Internet of Things (IoT) solutions. With B2C and B2B business spanning over 180 markets in more than 60 different languages, Lenovo’s customer base is as diverse as the products.
So what leads a graphic designer in London to the exact ThinkPad laptop she needs? How does a business in North Carolina find the right infrastructure to support its internal systems? No matter what language the customer is using or what they’re saying, search is the universal language.
Fusion tools like a business rules editor and query pipelines helped the search team get more buy-in from across the company.
“We’re using data captured from our search engagements to inform some of our investments in SEM by looking at customers who are coming to us organically. How are they then engaging with our own site search? How can we start joining some of that data to ultimately present a better experience? So both in terms of attention and awareness that the search platform is more than just a little box on the screen, it’s actually providing a lot of insights into our customers,” says Desormeau. “People are starting to understand there’s some real data here that’s valuable, and we can use that to present our customers with a better experience.”
The team launched Fusion-powered search on Lenovo.com mid-year 2017. 2018, the first year all search traffic passed through Fusion, saw annual revenue contribution through search increase by 95%. On Lenovo’s customer support site, clickthrough rates and bounce rates have shown dramatic improvement with Fusion, proving that customers are more quickly finding the content they’re looking for.
More recently, Lenovo has implemented Fusion signals to track user behaviors like click, add to cart, and purchase. Combining these user signals with machine learning, the search team was able to automate search result ranking for the vast amount of data in their knowledgebase. Relevancy, measured by how often customers click on the first result versus any subsequent result, has improved by over 55% in the span of just a few months since launching signals.
“We don’t have to go in and validate that results are good, our customers are telling us the results are good. We’ve had some dramatic growth. The results that we’ve had with Fusion are nothing short of astounding,” says Desormeau.