Urban streetwear brand SikSilk has seen a 25% increase in ecommerce purchases from on-site search and a 36% fall in site exits from its search pages since implementing new AI-powered site search technology.
British-born fashion brand SikSilk has seen a 25% increase in ecommerce purchases and a 36% decrease in site exits from its search pages since implementing a new AI-powered site search technology. According to Chris Longshaw, Ecommerce Manager at SikSilk, the brand was previously relying on the native on-site search functionality of its ecommerce platform, but needed a more sophisticated solution to solve various pain-points.
The new search technology, provided by Nosto, has enabled SikSilk to merchandise the products that appear in search results in line with inventory levels, while also increasing relevancy and preventing ‘dead-end’ searches in which no products or an incomplete list of products are shown.
Previously, SikSilk’s native search technology didn’t provide the capability to sort products listed in search results based on availability, meaning shoppers could be frustrated by seeing products that only had one available size in stock, for example. With Nosto’s Search, however, SikSilk has been able to create a global merchandising rule to ensure that all search results boost products with greater inventory and more SKU availability across size, color and style.
Another issue that had been impacting SikSilk’s on-site search performance was the fact that certain search queries weren’t retrieving all relevant products, restricting the choice of items shown to shoppers and impacting possible conversions. With Nosto’s self-learning algorithms, those queries that were returning incomplete results (such as around colour) were quickly solved without needing manual effort from SikSilk.
Additionally, some search queries had previously been leading to no results pages—either because shoppers were using a synonym for a product that the previous search technology couldn’t detect, or because SikSilk didn’t stock the exact type of product being queried, and didn’t have alternative suggestions in place to show. With Nosto, SikSilk was able to configure appropriate synonyms for the terms shoppers enter in search queries, such as grouping ‘Jackets’ along with ‘Coats’, and setting up synonyms so that
Sources: https://internetretailing.net/how-fashion-label-siksilk-drives-25-e-commerce-growth-from-ai-powered-on-site-search/
