Health and Beauty

Boosting Revenue and Transactions: Prefixbox's Related Categories in action at Rossmann

Prefixbox's Related Categories module significantly improved key performance metrics like online Revenue and Transactions on Rossmann's website.

Results for search users

11%

increase in online Revenue

9.1%

increase in Transactions

19.2%

Click-Through Rate on Related Categories module

11%

increase in online Revenue

9.1%

increase in Transactions

19.2%

Click-Through Rate on Related Categories module

The Website

Rossmann is one of the biggest drugstore chains in Europe, with around 56,000 employees in 9 different countries that include Germany, Poland, Hungary, Turkey and Spain.

The Challenge

Rossmann wanted to see the additional impact Prefixbox's new Related Categories module would have on their site's key performance indicators.

The Solution

Prefixbox conducted an A/B test on Rossmann Hungary's ecommerce website to evaluate the impact of Prefixbox's Related Categories module on online sales. The test revealed significant improvements in key business metrics.

Related Categories

Related Categories module help shoppers narrow down search results to find the products they're looking for. It is available in Autocomplete and on Search Engine Result Pages. It offers easy navigation to the most relevant items and provides smart filters to narrow down SERP results.

On the Search Engine Result Page, Related Category suggestions will appear with the most popular item within that category. For example, if someone searches for tooth, they can specify if they want Kids toothpaste, Sensitive toothpaste, Whitening toothpaste or Toothbrush.

The A/B Test

Prefixbox conducted an A/B test on Rossmann Hungary's ecommerce website in September 2023, where users were split (50-50%) into two groups.

The Treatment group was shown data-driven Related Category suggestions on both the Search Engine Result Page and in Autocomplete. The Control group was shown the standard, text-match-based category recommendations in Autocomplete and no Related Category filters on the SERP.

All other search settings remained the same for both user groups.

Test setup	Treatment (full Related Categories)	Control (no Related Categories)
SERP	Data-driven Related Category suggestion tiles on the SERP	No Related Category filters on SERP
Autocomplete	Data-driven Related Category suggestions in Autocomplete	Standard, text-based category recommendations in Autocomplete

User Interface changes on the SERP

Treatment (full Related Categories)

Control (no Related Categories)

Results

11% increase in Revenue

The search users who were presented with the data-driven Related Categories generated 11% more revenue compared to the control group, which did not have these suggestions on the Search Engine Result Pages.

9.1% increase in number of Transactions

During the test period, Rossmann visitors who used search and had the Related Categories module made 9.1% more purchases compared to those who didn't.

19.2% Click-Through Rate

The click-through rate of the Related Category suggestions on the Search Result Page was 19.2%, signaling the new feature was highly used.

86.2% Suggestion Coverage

Related Categories Suggestion Coverage measures the percentage of search pageviews where related category suggestions were displayed. In our test, category suggestions appeared over 86% of the time, creating many additional chances for shoppers to go on with their journeys through filtering the most relevant categories.

Summary

Rossmann, a leading European drugstore chain, conducted an A/B test to evaluate the impact of Prefixbox's Related Categories module on their website's performance.

The test revealed significant improvements in key business metrics, with an 11% increase in Revenue and a 9.1% increase in the number of Transactions.

The Related Categories module achieved a Click Through Rate of 19.2%, indicating its effectiveness in driving user engagement, while it was presented 86.2% of the potential search sessions.

These results demonstrate the value of displaying category suggestions on the Search Result Engine Page and in the Rich Autocomplete box, leading to additional purchases and revenue growth for Rossmann.

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