I’ve talked to Tom from Active In Style and The Active Man stores. They’ve been using Magento for a long time, and we’ve discussed how the advanced search helped their store to boost sales. Tom, tell me please a few sentences about your stores. How did you come up with the idea of selling sportswear?
So the story of the sites started from Lorna Jane in Australia. Our founder Caroline Lucey moved back to the UK from Lorna Jane in Oz, and she noticed hardly anyone wore activewear in general (whereas in Australia this was a common thing). On seeing a few more people wearing activewear in the following months, Caroline decide to contact Lorna Jane to sell their brand in the UK, an agreement was made as long as she didn’t trade under the Lorna Jane name (as this could be a potential market to enter for them). That’s where birth of Active in Style came from it felt like almost instantly there was a huge demand for this high quality activewear. After the success of selling Lorna Jane to the UK market, many other brands approached Active in Style to sell on their behalf; Running Bare, Jaggad (both Oz brands) and then Onzie to name a few. After which we had gotten the attention of Adidas, Under Armour and Puma who all wanted to work with us.
Since then we balance lesser known brands we are passionate about and want to push to the market, and the bigger brands who help from a discovery and trust point of view. We’ve been going from strength to strength. Why did you decide to use an improved search in the store? Did Searchanise increase your conversion through the search?
We run on a Magento platform, and before Searchanise we had a poor standard Magento search. If you had searched black tank tops on our site you’d get some black tanks (usually one’s with “tank” in the name) but often there would be rogue items like blue leggings. Although most importantly not all the black tank tops would appear in that search. It was embarrassing and an area we highlighted which needed to be improved immediately.
The impact of Searchanise has been vast not only does it provide an accurate search of our product database but the software is highly customisable meaning we can develop the pages to replicate our standard pages. All this being said the most important aspect of an ecommerce site search platform is has it improved our conversion rate. In June 2016 using the default site search we had a conversion rate of 3.85% from 1116 sessions (site search sessions only) – magento default plugin in place. In June 2017 using the site search we had a conversion rate of 5.05% from 1841 sessions (again site search sessions only) – when Searchanise was in place. It’s very impressive to see not only our traffic to go up but the conversion rate increasing so substantially is incredible. The best thing about this particular data is the search bar is in an identical location and the increase in sessions would be a natural increase rather than traffic being focused to the search.
What other tools did you use to increase your store conversion in general?
The other tools key to helping our sites are Hotjar in terms of understanding our customer journeys, Google analytics is essential, we use an automation email provider called Ometria and then onsite features like shop the look and our ability to use bundles allows us to increase our conversion. It was a great interview with Tom from Active In Style store. Many store owners pay a lot of attention to their adv campaigns, recommendations and email marketing. These tools are great, and they really help! But try to think about user experience, how easy for customers to find products and buy them. You’ll see that Searchanise is not a search, it’s a sales tool! P.S. If you want to measure your search effectiveness, read our article about it. And don’t forget to share your results with us: drop a line to firstname.lastname@example.org