Effective product search solution increases buyer confidence and repeat business
Effective product search solution increases buyer confidence and repeat business
InternetMall, an online retailer serving the Czech Republic, selling everything from consumer electronics to white goods to cosmetics, has successfully increased conversion rates with the PrismaStar Selector since deployment in early 2011.
Mall.cz provided PrismaStar with a feed of its product data; PrismaStar provided the e-tailer with a few lines of code to embed the selector in its e-commerce website. Integration of the HTML selector with 600 categories on the Mall.cz site took 12 days from provision of release candidate and then a production version for acceptance testing to the selector going live. “The whole process was very straightforward,” commented Petr Kral of Mall.cz.
Improved customer experience
Following integration, the PrismaStar Selector has been running alongside Mall.cz’s own standard filter search. The Selector has improved conversion rates, with the average conversion rate over a one-month period of all product categories combined increasing by over 70%. The daily improvement in the conversion rates was frequently well about the 100%
“We’re delighted with the improved conversion rates seen with the PrismaStar selector,” said Kral. “The figures show the selector is helping our customers feel enough confidence in the product they have fount to go ahead and make a purchase.”
The provider said its PrismasStar Selector features a intuitive user interface, fully customisable to fit with clients’ corporate branding or marketing strategy. In the case of Mall.cz, the e-tailer requested that the search results be displayed in a grip, three products across. This keeps the selector’s appearance in line with the rest of their website, yet retains PrismaStar’s dynamic, real-time sorting of the results.
‘We’re very happy with the way PrismaStar was able to customise the interface to fit with our requirements,” Kral added. “It integrates seamlessly with the rest of our website while also adding a “wow” factor that helps us to stand out from the competition.
Clear view of success
“The PrismaStar Client Portal gives our clients access to extensive metrics on the performance of the selector, including unique visitors, click-through and conversion rates, product features active on the clickthrough, and more,” continued Kral.
Mall.cz has received detailed traffic, attribute interaction, and product reports, providing insight into the way its customers interact with the selector. For example, it was able to see that 29% of people purchasing mobile phones were interested in the phone’s memory capacity, and 13% in the Android operating system – invaluable information for planning promotions, stock and management, etc.
The provider added that its PrismaStar Selector is also available as a multichannel system for use on instore touchscreen kiosks. Vodfone UK has recently deployed the Selector in one of its Edinburgh stores.
