Urban streetwear brand, SikSilk, has seen a 25 per cent increase in eCommerce purchases from on-site search and a 36 per cent fall in site exits from its search pages since implementing new AI-powered site search technology from Nosto.
SikSilk is a British-born fashion brand with stores across the UK, US, Australia and Spain and was previously relying on the native on-site search functionality of its eCommerce platform. It turned to Nosto to bring more sophistication to the search experience and solve various pain-points.
SilkSilk’s native search technology didn’t provide the capability to sort products listed in search results based on availability, meaning products were being pushed that might only have had one available size in stock, for example. This could leave shoppers frustrated and meant SikSilk was vulnerable to losing potential sales.
With Nosto’s Search, however, SikSilk has been able to create a global merchandising rule to ensure that all search results boost products with greater inventory and more SKU availability across size, color and style.
“Being able to adjust our search results in relation to these ranking rules on a global level was key for us in optimizing our search,” said Chris Longshaw, eCommerce Manager at SikSilk.
Another issue that had been impacting SikSilk’s on-site search performance was the fact that certain search queries weren’t retrieving all relevant products, restricting the choice of items shown to shoppers and impacting possible conversions.
“Queries containing words such as colors, for example, were particularly problematic,” said Chris Longshaw.
Because Nosto’s search technology uses self-learning algorithms that learn from shopper behavior, those queries that were returning incomplete results (such as around color), were quickly solved without needing manual effort from SikSilk.
Some search queries had previously been leading to no results pages—either because shoppers were using a synonym for a product that the previous search technology couldn’t detect, or because SikSilk didn’t stock the exact type of product being queried, and didn’t have alternative suggestions in place to show.
SikSilk was able to use Nosto to tackle this issue by configuring appropriate synonyms for the terms shoppers enter in search queries. For instance, it grouped ‘Jackets’ along with ‘Coats’, knowing that shoppers used these terms interchangeably. And because Nosto’s technology identified that queries for ‘boots’ were returning no results, SikSilk set up synonyms so that products from ‘footwear’, ‘trainers’ and ‘shoes’ categories would be listed for these searches.
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