Personalized Search: Increasing conversion rates on INDI.nl

INDI, the fastest growing webshop in the Netherlands, is a B2B retailer of technical parts. They have an extensive product catalog, with more than 450.000 products.

INDI aims to give their users the most relevant search experience online. To do so, they use Raptor’s Search Advisor to personalize their on-site search, and the results are perceptible!

Search Advisor explained briefly

The Search Advisor has two main features. It considers specific user behavior, such as clicks and purchases, and creates patterns of relevance based on this data.

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The output of the search advisor is based on an algorithm that can instantly process millions of data points, in this case, generated from user behavior on indi.nl.

The Search Advisor uses this data to re-rank the results of the on-page search feature. The most relevant products for each individual user are positioned at the top of the search result page.

indi.nl - search result spin on filter

Secondly, the Search Advisor can re-rank the products on category pages, placing relevant products closer to the top of the page. As you navigate the site, expressing various interests, the products on category pages are re-arranged according to your specific behavior.

indi.nl - category page lucht

This re-ranking is based on the same data as the search results, which means that you can navigate indi.nl, without using the search feature, but you will still see products that are specifically chosen and relevant for you.

When the behavioral data from one specific user is combined with clickstream data from millions of other users, the relevance is almost impossible to surpass.

Search Advisor

Relevance leads to more conversions

Before implementing the Raptor Search Advisor, INDI had impressive conversion rates on their search results and category pages, but they improved drastically following the implementation.

On INDI’s first page of search results/category page, the average conversion rate increased from 8% to 12% over the course of three weeks.

Before

8%

After

12%

Even more striking, the average conversion rate on the first product of a search result was 30% without Raptor. With Search Advisor enabled, it increased to 50% during the same three weeks.

Before

30%

After

50%

Findings

  • From the above results, it is clear that site-owners who utilize personalization tools, such as the Search Advisor, become more relevant to their customers.

  • A custom-made implementation, as opposed to a plug-and-play solution, drastically increases conversion rates on B2B, as well as B2C sites

  • The faster your customers find the products they need, the faster they will convert. An increase in the relevance of your search results causes more conversions and increases your online revenue.

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2018-10-23T12:20:38+00:00 October 23rd, 2018|Cases|