DIY/Home Improvement

The Power of Understanding User Intent

Praktiker is a leading DIY store chain in Hungary with over 1,600 employees. They opened their first store in 1998 and have 19 locations throughout the country.

Results

31%

decrease in Zero Result Search Rate

19%

increase in Average Order Value

31%

decrease in Zero Result Search Rate

19%

increase in Average Order Value

The Website

Praktiker.hu is one of the top 100 most visited websites in Hungary, with an average of 2.7 million visits, 13.4 million page views, and 2.5 million searches per month.

The Challenge

Praktiker wanted a cutting-edge way to optimize their online store for conversions and revenue and to help shoppers find products more efficiently.

The Solution

Praktiker optimized their online store with Prefixbox's search solution and detailed analytics dashboard, which successfully increased their average order value by 19% and decreased their zero result search rate by 31%.

Prefixbox improved Praktiker’s search efficiency by addressing four key areas

1.

Deciphering User Intent

To help their shoppers quickly find the products they need, Praktiker implemented Prefixbox’s Rich Autocomplete, which deciphers user intent and suggests keywords, products, and categories the second shoppers focus into the search box. These data-driven suggestions helped shoppers navigate to desired products and significantly decreased Praktiker’s zero result search rate.

2.

Increasing Relevant Results

Another way Prefixbox reduced Praktiker’s zero result search rate was by identifying and suggesting relevant keywords and products to customers who searched for items with words and phrases that didn’t match the naming conventions in Praktiker’s catalog. These suggestions provided pathways to the products shoppers wanted to buy and helped them avoid dead ends.

Prefixbox’s easy-to-use synonym management tool further helped provide relevant results by giving Praktiker the ability to find, apply, and manage synonyms in-house with the help of Prefixbox’s search optimization team.

3.

Identifying & Correcting Typos

The rate of searches with misspellings is significantly higher on mobile devices than on desktops. Almost 75% of Praktiker shoppers come from mobile phones and tablets, which meant Praktiker needed an effective way to address search queries with typos.

Prefixbox Search is typo tolerant, which means it can identify spelling mistakes and quickly correct them. By eliminating problems caused by typos, Praktiker was able to effectively guide shoppers to desired products and increase their average order value.

After implementing Prefixbox’s search functions, our webstore had more relevant suggestions. It helps our customers receive instant product and category suggestions that are easy to understand, which has greatly improved the overall user experience of our site.

4.

Improving Analytics

Prefixbox’s state-of-the-art Search Analytics was another essential part of Praktiker’s solution. Prefixbox’s online analytics dashboard provides detailed data on search usage and results and continues to be crucial in helping Praktiker better understand their customers to meet their needs.

“It is very important for us to know which products are most searched for and which search terms yield no result search pages on our site. This information influences our business decisions in many ways and makes it possible for us to react to market demands promptly,” says Silvia Burka.

Summary

Prefixbox’s ability to decipher user intent and provide shoppers with relevant suggestions was crucial in boosting Praktiker’s average order value by 19% and lowering their zero result search rate by 31%. These results sparked a longstanding partnership between Prefixbox and Praktiker, who continue to learn from each other in pursuit of improving the online shopping experience and building upon the strong foundation of success in their online store.

Zero result search rate decreased by 31%
Average order value increased by 19%

Based on Search Analytics data, we have learned that the conversion rate is three times higher for visitors who use the search box on our site, meaning they are three times more likely to make a purchase, so using Prefixbox is essential for us. We are very satisfied with our cooperation; after a simple integration step, Prefixbox has become a significant asset in continuously improving our user experience and increasing.

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