B2B product discovery: what MilliporeSigma learned rebuilding on-site search
Blog post from GrowthBook
MilliporeSigma’s A/B testing program, coordinated by Senior Analyst Dorothy Crepin, supports a complex life sciences e-commerce site serving scientists, procurement buyers, and university users across varying regulatory markets. A notable experiment replaced product-specific type-ahead search suggestions with broader search-term suggestions, producing double-digit increases in search feature use and add-to-cart activity by allowing customers to explore rather than steering them toward a single assumed product. Crepin emphasizes measuring experiments against page-specific leading metrics, such as product discovery and add-to-cart behavior, rather than treating revenue as the sole indicator of success, while carefully sequencing overlapping tests to preserve valid results. The company combines A/B testing, which identifies what users do, with domain-expert user testing to better understand why they behave that way, and encourages teams to begin with validated customer problems rather than assumptions about preferred features. Looking ahead, the program is exploring agent-based personas to simulate browsing behavior, more varied statistical evaluation methods, and anomaly detection beyond standard primary and secondary metrics as it targets roughly 12 experiments per quarter.
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