Pro-Duo or the satisfaction of an optimal searchandising Pro-Duo or the satisfaction of an optimal searchandising

Pro-Duo or the satisfaction of an optimal searchandising

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on 15 May 2018

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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!

10 years’ experience

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.

Veni

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!

Vidi

As a result, we used the tools available to us (Google Analytics and Salesforce) to identify major pain points:

  • searches that generated zero results
  • searches most frequently keyed in but with low conversion rates

To improve search engine performance and relevance, we worked on the following 6 areas:

  • the selection of “searchable attributes” to take into consideration in order to optimize search engine relevance. Each attribute was weighted with more or less importance. The initial configuration took all the attributes into account (e.g., the short description) which created white noise in the search results. So, we then concentrated on the attributes with the highest value for the customer experience (e.g., the product title, the brand, the range, etc.)
  • test requests which generated a “no result to understand the problem’s origin (spelling errors not included in the search engine, a customer language different from the site’s language, etc.) For example: ghd for “Good Hair Day” generated No results because the expression appeared nowhere on the Pro-Duo.fr site under the acronym “ghd”.
  • create a specific ranking rule for search results to combine both relevant results and meet the brand’s business challenges. For example: we took “text relevance” into account, a Salesforce-specific attribute, for calculating relevance, the best-selling products, and the most consulted products.
  • application of a boost on key brands which generated sales revenues to bring them to the top of the results page.
  • enriching the dictionary (synonyms, hypernyms, etc.) For example:bigoudis = curler spiral = curl spiral” (to correct a PIM translation omission), “bc = bonacure = bonacur” (to speak the customer’s language), “anti-age = anti-wrinkle” which are similar products.
  • implement redirections for the most-sought categories and brands. This exercise is a merchandising best practice and it allows the advertiser to work the same merchandising on the results page and on the page dedicated to the brand or the category once and not twice. As an example, we can cite the redirections created for the request “L’Oreal” and “shampoo” which when a search is launched redirect to the brand pages and the dedicated categories respectively and not to the results page.

Vici

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.

The Final Word

 “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!

 

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Pro-Duo or the satisfaction of an optimal searchandising