Replacing Searchanise with Tagalys increased Search conversion by over 75% at Place of Origin

Posted on October 17, 2017 by

Tagalys replaced Searchanise to increase Search conversion by over 75%

At their objective is to bring online all those special foods that consumers crave the most and that are difficult to find locally. They work hard to bring you the finest sweets, snacks, dry fruits, namkeen, pickle, jams, tea, coffee and staples from all over India. Now consumers can now discover unique regional delicacies and order from the comfort of your home. They have grown to over 100 brands which offer a wide range of products. They source and deliver from over 20 states of India.

Their focus is on honest pricing, reliable delivery and an exemplary service experience. From Gujarat snacks to Darjeeling`s Green tea, Coorg coffee to Pachranga pickles, Mumbai Dry Fruits to Ooty chocolate, Kashmiri Saffron to Ratnagiri mango, they deliver India`s favourite foods direct from the original producer to your doorstep.

Problem Statement

Place of Origin was using Search product from Searchanise that excels in showcasing relevant search results. 

The business felt the conversion rate from Site Search could improve after benchmarking with the industry and comparing it with the non-search funnel at their own retail store. 

Opportunities Identified

Search Results: With over 3000 SKU’s, consumers were not scrolling beyond the 2 or 3 pages of search results, hence leading to opportunity cost or lost sales.

Search Speed: The speed of Search results also was above 400ms, which in a mobile device led to high bounce.

Suggestions: Existing search were either category suggestions or generated from historical search data. This did not necessarily predict the the best autocompleted suggestion for the partial query, nor did it take the consumer one step closer to the final results, saving them a step in the search process. 

Solution Integrated

Place of Origin installed Site Search and selected a plan to analyze and deliver trending search results site wide.

Results delivered

Search conversion: After 3 months of going live, conversion rate from Search increased by over 75%. It was also 4X higher that the conversion from the non search funnel.

Searches per visitor: The average number of Searches per unique visitor went up to 3.4, with an average of 1.2 products views per unique visitor, before the engagement transferred to the product recommendations or “You may also like” funnel, powered by Tagalys. 

Add to cart per unique visitor: The average percentage of visitors who added 1 or more products to their cart grew from 38% to over 53% over a span of 6 months, which also increased the overall conversion, outside the search funnel. This was because when consumers transact from an add to cart reminder or promo email, Tagalys may not record that transaction in the funnel depending on the visitor tracking status. But the client saw site conversion improve, as a percentage of these products were converted in the abandoned cart email. 

Search Reports: The retailers extracted data from the search reports to identify searches with high volume, null or low availability, thus signifying a gap in their existing product sourcing and thus opportunity cost.