SpokojenyPes Sees 96% Growth in Search Conversion Rate

When Soňa Fialková founded the pet e‑shop SpokojenyPes.cz (or “Happy Dog”), she could probably not foresee how successful it would be. With 25,000 orders online per month, it has become one of the biggest e‑shops in the Czech Republic. Thanks to her e‑shop, tens of thousands of dog and cat lovers buy high quality products for their beloved pets every year.

In 2016, SpokojenyPes hired Programia to develop a new layout for the e‑shop. While reconstructing the site, Programia noticed a slight problem. SpokojenyPes had a generic site search solution on their website without any tailoring for their specific range of products. This meant that the search conversion rate was only 7.6% on average, while the potential was much higher.

Increasing the Conversion Rate to 14.9% in a Week’s Time

To target new customers who were searching for pet products but could not easily find them in the e‑shop, Programia suggested that SpokojenyPes deploy two measures:

• Search Analytics – search data that investigates interactions among web searches, the search engine, or the content data and provides feedback on site search development
• Autocomplete search – a search-as-you-type option that actively helps visitors to overcome the most common problems related to generic and imperfect site searches

That’s when Soňa teamed up with Luigi’s Box. We immediately applied Search Analytics to SpokojenyPes to see what was working well and what was not. The analytical data brought interesting findings to light about how customers search – 35% of total revenue comes from user site search, while the average conversion rate from site search is 30%.

Having these results in our hands, we put Autocomplete search in place, which resulted in an immediate rise of search conversion rate from 7.6% to 14.9% within a week. Visitors did not have to use the search anymore as they would be brought directly to the requested product or category.

Developing a Better and More Optimized Search Engine

To further improve the search function, the e‑shop had two options. It could either optimize its engine or use a pre-prepared search engine called Luigi’s Box Search. In the case of SpokojenyPes, Programia developed a new flexible search engine optimized for customers’ needs, habits, and specific terminology. Implemented in April 2018, a joint conversion rate of Luigi’s Box Autocomplete and Search from Programia is over 30% on average.

Summary

Thanks to advanced search analytics, a fast autocomplete, and a flexible new search engine, SpokojenyPes achieved a noticeable increase in conversion rate. In joint cooperation with Programia, Luigi’s Box helped the company better target new customers and satisfy the needs of the existing ones.