Case Study: Spiraledge Spins Site Search Results
A couple of years ago, they would’ve needed to make an effort to key in all six letters. Now, not only does the site’s search engine provide type-ahead suggestions, but it populates personalized results even as shoppers are typing.
Challenge: Improve site search
Solution: RichRelevance’s Relevance Cloud (Recommend and Discover)
- 2% increase in sales and average order value
- 11% rise in conversion rate for returning customers
“We really recognize that our customers are diverse and each one is unique,” says Steve Foust, VP of e-commerce marketing at Spiraledge, which owns SwimOutlet.com and YogaOutlet.com. “So that’s why we wanted to provide more of a one-to-one relationship with our customers by implementing RichRelevance.”
Sixty days after hiring the vendor in November 2014 and testing first RichRelevance Recommend and then RichRelevance Discover — both are cloud-based software providing type-ahead and personalized product recommendations — Spiraledge performed an A/B test.
Within two weeks, the company saw a 2 percent sales lift and an 11 percent increase in returning visitors. Soon, RichRelevance codes were on nearly every page on both sites, in desktop and mobile versions.
Now, Foust says, the level of personalization on the sites is a brand differentiator, and Spiraledge is only expanding that effort.
Emails, especially the three newsletters per site per week, will include customer-level personalization. Next, paid search, display, Facebook and Instagram ads will be personalized, he says.
“We’re continually looking for more and more ways to personalize,” Foust concludes.