O2’s Success With AI-Powered Search On Main Site And Q&A Portal

O2 is a significant part of the telecommunications industry

O2 is a global telecommunications brand operating in several countries, primarily in Europe. The company provides mobile, broadband, and digital services to millions of customers, offering 4G and 5G connectivity, SIM-only plans, and contract options.

The brand is known for customer rewards programs, innovative digital solutions, and strong network coverage, playing a key role in the global telecom industry.

Bringing a breath of fresh air to O2’s website

O2 already had a stable online presence, but they wanted to improve upon the customer experience even further. This is why the company decided to implement a specialized analytics system. Since they already knew about Luigi’s Box, they decided to give it a try and became one of the first three Luigi’s Box clients in 2017.

When O2 was satisfied with the Luigi’s Box Analytics, they decided to implement Luigi’s Box Search as well to solve other challenges on their website in 2021. The implementation happened with help from Odyzeo agency, since O2 was already partnered with them and was satisfied with their results.

1. Effortless integration and administration

O2’s IT department was already handling a heavy workload, making it difficult to allocate resources for integrating a new search solution. The company needed a way to implement advanced search capabilities without requiring extensive technical involvement.

Luigi’s Box offered a hassle-free JavaScript integration, allowing O2 to enhance its on-site search by embedding a lightweight snippet of code directly into its website. This approach eliminated the need for IT intervention, ensuring a smooth and efficient setup without disrupting internal workflows.

2. Prioritizing on-site search

Although fewer than 5% of O2’s website visitors used the on-site search function, the company recognized its potential as a key driver of online sales. However, without proper optimization, the search remained underutilized, limiting its impact on revenue.

With Luigi’s Box Search, O2 significantly improved search functionality and relevance, leading to increased engagement. Customers can now find the right products faster. Luigi’s Box adapted the customer-facing UI, integrating helpful elements such as an FAQ section directly within the autocomplete dropdown. This addition provides instant answers to common queries, reducing the need for additional searches and improving navigation.

3. Improving search accuracy for new products

When O2 launched its O2 Voľnosť tariff plan, many customers struggled to find it through the website’s search function. This issue not only frustrated users but also led to missed sales opportunities. Without a solution, customers might abandon their search or look for alternatives elsewhere.

Luigi’s Box quickly identified the problem and implemented Query Redirects (Fixit rules) to enhance search accuracy. This allowed customers to find O2 Volnost more easily, leading to a ninefold increase in conversions for users searching for the plan. O2 now has a variety of Fixit rules that bring higher conversion rates thanks to better search accuracy.

4. Gaining insight into search trends and value

Understanding which search queries generate engagement and revenue is essential for optimizing marketing and sales strategies. Without clear insights, O2 lacked visibility into which terms drove the most value, making it difficult to refine its offerings.

Luigi’s Box provided O2 with comprehensive search analytics, enabling the company to track trends and earnings from specific search phrases. By analyzing key performance indicators (KPIs) and customer behavior, O2 gained a deeper understanding of search-driven revenue. These insights allowed the company to make data-driven decisions, optimize product listings, and improve the overall effectiveness of its search strategy.

5. Better search and user engagement on O2’s Q&A Portal

O2 needed to improve its Q&A portal by ensuring users could quickly find relevant answers through structured data processing. Without an effective search solution, users struggled to locate the information they needed, leading to increased reliance on human customer support and higher operational costs.

By implementing Luigi’s Box Search across the Q&A page, main page, and e-shop, O2 enhanced search relevance and usability. Users now receive precise results, reducing the need to contact customer support while improving overall satisfaction. For example, searching for “roaming” directs users to relevant support articles, ensuring they find answers efficiently.

Luigi’s Box improved the connection between customers and the site for O2

In the case of O2, conversion tracking is more complex than with a typical e-commerce store. This is because we track multiple types of conversions (also called conversion events). The reason for this complexity is that Luigi’s Box is implemented not only on the e-shop but also on the Q&A portal.

These conversion events include actions such as Buy, Read, Interest, and Activate. Each of these represents a different type of user engagement that reflects the goals of the specific part of the website.

Ever since the implementation of Luigi’s Box on O2’s website, engagement with search has significantly increased, bringing steady results to the telecommunications provider.

The conversion rate from Luigi’s Box Search went up to 25%, which is 50% above the industry average. The click-through rate for Autocomplete items went up to almost 49%, which is 17% higher than the industry average. Autocomplete has a very low exit rate, at only 4%, as well as an 8% conversion rate.

What O2 likes about Luigi’s Box