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How Elon increased the session value by 30% by making their filtering experience more intiutive
About
Elon is Sweden's and the Nordic region's largest retail chain for home electronics and white goods and has over 400 stores in Sweden alone.
With around 1 million visiting their website monthly - their website plays a prominent role as a revenue generator. However, Elon also views their website as a valuable resource for educating customers about their products before they visit a physical store.
With around 1 million visiting their website monthly - their website plays a prominent role as a revenue generator. However, Elon also views their website as a valuable resource for educating customers about their products before they visit a physical store.
The challenge
The filters was rarely being used in complex product categories.
For simple houseware products, it is typically enough for the customer to glance through the product page to make the purchase decision. But when buying more complex (and expensive) products online, this part of the buying journey becomes a bit more complicated.
One way to short-circuit the decision process is to encourage customers to narrow down the selection by using filters. However, understanding the filters can be difficult and require knowledge of that particular product segment as they are often filtering on technical specifications.
For simple houseware products, it is typically enough for the customer to glance through the product page to make the purchase decision. But when buying more complex (and expensive) products online, this part of the buying journey becomes a bit more complicated.
One way to short-circuit the decision process is to encourage customers to narrow down the selection by using filters. However, understanding the filters can be difficult and require knowledge of that particular product segment as they are often filtering on technical specifications.
For us, it is important that the customers get an equally satisfying & personalized shopping experience online, as in-store.
- Jacob Dahlner
Chief eCommerce Officier at Elon
Goal: Provide Elons customers with personal assistance when purchasing or researching complex products online.
The solution
The solution
To provide their visitors with a better alternative to filtering products, Elon decided to build intuitive Product Finders. Due to their complexity, washing machines were the first product category selected for the solution.
The "Washing Machine Finder" was designed based on interviews with in-store personnel regarding what recurring questions customers ask when purchasing these products in a physical store. The aim was to turn technical filters turned into more relatable questions to be able to guide customers to the best product/s for their preferences and needs.
The Product Finder got implemented as an embedded header on the related product page. Using the answers from the customer, the Product Finder create a recommendation with product-to-customer-fit information and a call-to-action to direct shoppers to the product detail page (PDP).
The "Washing Machine Finder" was designed based on interviews with in-store personnel regarding what recurring questions customers ask when purchasing these products in a physical store. The aim was to turn technical filters turned into more relatable questions to be able to guide customers to the best product/s for their preferences and needs.
The Product Finder got implemented as an embedded header on the related product page. Using the answers from the customer, the Product Finder create a recommendation with product-to-customer-fit information and a call-to-action to direct shoppers to the product detail page (PDP).
The results
- Start rate 6%
- Completion rate 89%
- 43% click on recommended product
- Session value increased by 30%
(compared to an average visitor)
With the help of Product Finders, Elon has succeeded in imitating the service of their in-store sales assistants on their website. Along with providing a more seamless and personalized shopping experience online, customers can now easily do their research online, bridging the gap between Elon's digital and physical stores.
Last but (definitely) not least, the Product Finders have helped Elon's customers feel more secure buying complex products online. The access to expert guidance has led to a higher likelihood of the customer completing the purchase as well as a significantly higher order value than customers who haven't used one of the finders.
The next step will be to make additional finders for more product segments. There are also plans to build bundle finders.
The product finder makes it possible for us to turn technical filters into questions the customer can relate to.
- Cajsa Vidén
Online Merchandiser at Elon
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