“People open product page, look at it and leave website. Then they come back, and then leave the site again, and the purchase process takes some time. … The customers usually come 4 times in average before they complete a purchase, but sometimes it can get up to 20 times!”
This interesting information I learned from Eric, the owner of ZoobGear – boxing & MMA gear store store. And it all started with a thank you note saying that our service really increased conversion in Eric’s store. Searchanise boosted the overall conversion by 10%, and the conversion of purchases through search by 45%! I immediately gave a call and asked Eric how the improved search affected the store sales, and what other factors helped ZoobGear increase their conversion.
Oleg: Hi Eric, please tell me about your store, and how the advanced search increased your conversion.
Eric: Hi, we sell boxing & MMA equipment. Basically, our orders are divided into 2 types.
Basic orders (simple small stuff like boxing gloves) and bundles. Sometimes people use the search and sometimes not, but the average order size is very large. It’s about $400, and it what usually happens when people open a product page, look at it, and leave the website. Then they come back, and then leave the site again, and the purchase process takes some time. And what we’ve noticed when people come back to the site, they couldn’t find a product because the search wasn’t good enough. And we did everything to hide the search, especially on mobile. We wanted people to use the navigation because it was easier, and Shopify search wasn’t good enough. That’s the point, and once we started to use Searchanise app, our customers started to get directly to product pages and complete the orders that we tracked via Google Analytics and Hotjar.
Basically, we tracked every sale we have, and every customer session on the web site via Hotjar. The customers usually come 4 times in average before they complete a purchase, but sometimes it can get up to 20 times! All our products divided between light and heavy items (bundles for $400). For example, the product Title 4-Score Punching Bag Stand – Full With Bags is a bestseller, and people come back an average 16 times to buy it. The product itself is $350 and the shipping is an extra $100 what makes customers come and leave a lot before making a decision. And we also noticed that 90% of the audience search the products via the phone. Before that, they couldn’t find products and we lost a lot of sales.
In fact, we don’t use advanced features, just instant search and search page results. And it gave us awesome results! That’s the best thing the app did for us, and now we have it on mobile. We put it in the header, and people use it a lot!
We also advertise mostly on Google Shopping, and when people come directly to the product page, but then they go to the bestsellers because it costs a lot for them. They search for some other sites, and come a day or a week later, and they find a product and purchase it. These people usually use search for the most common products, the small products. For these customers conversion through search increased by 45%.
Oleg: What other things do you use to increase your conversion in general?
Eric: We use a lot of videos. When we added videos, things changed dramatically. People usually don’t have them on their websites, so it helps us a lot.
We also provide discounts. Sometimes people first search for the discount, and we give a 10% discount for the first order. Popups with discounts really work.
When people come to buy gloves and other things where people don’t familiar with the sizing, it’s very important to have a correct size list, especially with gloves, headgears and shin guards. It’s not a shirt, when you know your size—small, medium, large, etc. You need the exact sizing. So, we added that—things improved dramatically.
Basically we advertise mostly on two product pages through Google Shopping. It’s about 90% of our traffic, and we’ve just improved product page. Things dramatically changed.
We added Limespot recommendations. Now, there are two main ways to navigate on mobile through the site—via the search and via recommendations. People don’t want to use catalog navigation on mobile, it’s too long and too many clicks. So, Searchanise and Limespot for mobile.
We added the reviews system, and encourage our customers to leave reviews. Now, we have lots of reviews—over 1,000 reviews, and they help. People give their honest opinion on the product that also helps a lot.
Basically, we added all the information we needed. People usually ask about discount prices, about return policy, about security. We add all this information to the product page in a separate tab. You have product description, and then you have FAQ. All the information was added to the product page, because it’s the most important page for our customers.
Oleg: Information about the store. How did you start to sell sport equipment?
Eric: Basically, we started a year and a half ago. We just contacted all major brands, and worked really hard on automation. To make things appear on the website automatically without manual work. We had lots of trouble with inventory updates, and we really try to automate everything. And now we sell more than 2,000 products from 100 brands. We work officially with Ringside, Combat sports, Title Boxing, Rival Boxing, UFC and others. All the major brands.
Oleg: Thank you very much for your story! We’ll be waiting more information from you.
Eric also kindly provided the data from Google Analytics on sales before the introduction of Searchanise, and after it.
Increasing conversion is a complex, and not always understandable task. ZoobGear tried many things: a list of sizes, a FAQ on the product page, reviews, recommendations and finally they added improved search. There is no single way to increase sales and conversion by the wave of the hand. Only a set of methods helps the store become successful.
P.S. Never forget about mobile users. Mobile purchases has reached 40% of all sales in the whole e-commerce. And as Eric said, it’s not convenient for customers to browse the catalog on the phone screen. Therefore, Searchanise search and Limespot recommendations will help you!
Product Manager at Smart Search & Instant Search