Nay Charged Up With a 600% Conversion Rate Increase

Nay’s website search received an upgrade from Luigi’s Box that led to a significant increase in conversion rates.

The electrifying beginnings of an online electronic retailer

Nay is one of the best-known electronics retailers in Slovakia. First established in the early 1990s by Peter Zálešák and Ján Tomáš, the company transitioned to large store formats in 1998 under the Nay Elektrodom brand. Operating 39 Nay Elektrodom stores in Slovakia and 40 Electro World stores in the Czech Republic, along with successful online stores, Nay ran into some issues with their original search solution, which they, together with their e-commerce partner, PeckaDesign, decided to tackle. However, things took a turn for the better when Luigi’s Box came into the picture.

Using Luigi’s Box Analytics to scan for issues on the Nay website

Although Nay already had a successful online electronics store on the market, the pandemic forced them to up their game.

To do this, Nay utilized Luigi’s Box Analytics to better understand their search feature’s strengths and weaknesses.

After implementing Luigi’s Box Analytics, Nay discovered that its original search solution was missing the mark.

Implementing Luigi’s Box Search to troubleshoot issues

Luigi’s Box Analytics revealed two main areas where a better search solution could improve Nay’s online shopping experience, leading the brand to implement Luigi’s Box Search with Autocomplete.

1. Issues when searching for unavailable items

Challenge

Nay needed to configure their search to work per certain expectations in specific situations. They wanted to show products in the search results, even if they were sold out, instead of showing results for similar or related items.

For example, if a Nay customer searched for a PlayStation 5 but they were sold out, their original search query would populate PlayStation games instead. This search behavior could lead customers to assume that Nay doesn’t sell PlayStation 5, and ultimately cause them to lose potential customers.

Solution

Luigi’s Box addressed this issue by configuring Search to show sold out items rather than related items. This was possible thanks to the Pin to position feature, which enabled Nay to keep chosen products at the top of the search results.

2. Inability to handle increases in traffic

Challenge

Nay needed a solution that would be able to handle large amounts of search requests coming from increased website traffic. This would prove to be especially helpful during the COVID pandemic, where they had to deal with a sudden increase in demand.

Solution

The switch to Luigi’s Box means that Nay now has a scalable product search & discovery solution equipped with a strong infrastructure that can handle a large number of visits at any given time. Additionally, the company no longer needs to focus its efforts and resources on adjusting their website search to handle large volumes of traffic.

3. Search as a means to check product availability

Challenge

Nay’s employees use their e-shop as well as other tools to do their job and to check the availability of products as well as their technical information. The employees use the web multiple times a day, so they were demanding about the quality of the on-site search.

Solution

Luigi’s Box Search provides information about product availability directly in the search box. Nay employees discovered that it was a great way to track the availability of products in stock. That way, sales assistants can simply enter the product name in Search and see the availability of the product right away, very quickly, and without long search periods.

4. Lack of recommendations

Challenge

Nay wanted to show product recommendations on its website, but due to the nature of the goods it offers, it needed to be implemented just right so it would provide value to the company. For example, if a customer bought a washing machine a month ago, they most likely wouldn’t be interested in washing machine recommendations during their next visit to the Nay website.

Solution

Nay received Luigi’s Box Recommender, which was configured to provide logical product suggestions. For example, the Recommender will provide suggestions for the correct equipment when a customer buys an iPhone. That way, Nay can profit more from higher conversions and sales without losing sales on nonsensical product suggestions.

The switch to Luigi’s Box brought positive results

Nay’s results thrived after switching to Luigi’s Box Search and Analytics.

Nay can now handle large amounts of traffic from customers on their website, and can also spend more time focusing on other important tasks as they no longer need to maintain their own search solution.

Nay also started using Luigi’s Box Recommender to provide relevant product recommendations to their customers and boost conversions.

Results

Since its implementation, Luigi’s Box Search usage on the Nay website has grown to 31%, which is significantly higher than the usual standard of 15-20% search usage in the online electronics segment.

The Search usage has also grown multiple types of conversions. Direct conversions increased to 3.9% and assisted conversions to 7.5%. Impressively, the overall conversion rate jumped by a staggering 600%.

Additionally, Luigi’s Box Recommender led Nay’s conversion rate to increase by 3.3%, with a 1.5% increase in direct conversions and a 7.6% increase in assisted conversions.