You love hairstyling and beauty. In addition, you’re passionate about e-merchandising and you have 4 or 5 minutes to read this article ? Perfect, because today we’d like to present a project that we hold dear: our collaboration with Pro-Duo. If you’re ready to go behind the scenes of an association that’s pure e-merchandising, then we’re off!
First off, let’s present the brand. Pro-Duo is a franchise specialized in the supply of hairstyling and beauty products for professionals. With 10 years’ experience, the brand has forged the image of a market pioneer and has developed a privileged and trusting relationship with professionals: “The partnership with professionals is the keystone to our concept.”
A few key figures: Pro-Duo is over 155 brands presented on its site, 30 sales outlets, 10 years’ experience, and 3 franchised stores. In short, Pro-Duo offers a wide range of products for professionals and the franchise has conquered its market and is building a solid network thanks to an efficient store concept.
And we were included! Pro-Duo deployed its new site end May 2017. Yes, but there was a slight cloud in the picture: further to an analysis of the search engine performance, we observed that traffic using the internal search engine was high (23% of visits) but the conversion rate and the revenues generated by these visitors was very low. Further, an astounding observation, the individuals who used the search engine were 5 times less likely to convert than those who didn’t use it. And this when market averages show that the conversion rate for search users is usually 2 to 5 times higher than that of non-search users.
In that search on Pro-Duo was higher than the average, it was of the utmost importance to invest time in improving relevance and defining merchandising strategies for the most frequent searches.
We set ourselves the goal of attaining in one month’s time, a conversion rate for search users that was at least equal to that of non-search users and to then double the rate starting in November.
Starting from there, we rolled out our actions!
As a result, we used the tools available to us (Google Analytics and Salesforce) to identify major pain points:
To improve search engine performance and relevance, we worked on the following 6 areas:
The effects of the changes made were quick to see! More relevant search results, an optimized searchandising, an 11% increase in the number of pages seen and consulted after having launched a search and a 10% decrease in the exit rate after a search.
As early as October, a clear search improvement was observed, to reach a conversion rate 2.7 times greater for search users vs non-search users and in November, this conversion rate grew to 3.7 times greater.
The objective was largely exceeded.
We continued optimization of the search engine, and at end January, search users represented half of sales revenues: a beautiful victory!
Several factors were at the origin of this successful project staring with the knowledge of Pro-Duo products (the best-sellers, emblematic brands, products with high margins) as well as our knowledge of brand and business stakes to develop the searchandising strategy.
But the project would not have been a success without an in-depth analysis of the existing situation (to identify the blocking points and areas of improvement), without tracking of performance evolutions, and without the creation of a continuous optimization dynamic as a part of an overall vision.
“A results-oriented method” as says Johan Podroux, Group Brand and Content Manager, Pro-Duo
Do you want to download the case study of this project ? Just click here.
Need help to optimize your e-merchandising? Don’t hesitate to contact us!