Case study

AI powered search increase conversion rate by 8% for CDON


CDON is an online Nordic retailer that sells 12 million products across a variety of categories and receives 90 million visitors per year. The company has significantly increased the number of products it sells, and the number of categories has exploded. Given that 30% of their visitors use site search, and with such an increase in the size of the catalogue, it was clear that their existing search was going to need an overhaul.  

“The risk was that we’d have gone to the trouble of extending our range only to discover customers were no longer able to find what they were looking for. The current search was also customised for our legacy product categories such as music, movies, books and games. When you sell these and combine it with clothes, shoes, sport and white goods it requires a more intelligent search to present the most relevant results.“ says Philip Mossinger, Web Manager at CDON.

Put to the test

CDON has worked with Apptus since 2004, but, as is often the case in technology, they weren’t on the latest version of the software. Since they wanted to be methodical, they decided to test Apptus’ AI powered search solution against the older version.

“We always test all our new features on the website since we don’t know how our customers will react and behave. Sometimes we think a new feature is a clear improvement but when tested on our customers it has proven otherwise. We understood the theoretical benefits of the AI delivering better, more relevant search results but we wanted to put an actual figure to it, so we conducted an A/B test.” Philip explains.

The power of AI

The results of the A/B test surprised CDON. The numbers were amazing. Conversion rate increased by a staggering 8% and search exits decreased by 18%. This last figure is important, because search exits are a good indicator of the quality of the search results. The fewer people who exit, the better and more relevant the search results must be.

“The results really convinced us. Now we want to continue creating a more personalised experience for our customers, presenting relevant products in other areas of our site beyond search. With our rapid expansion of new categories, it’s crucial to balance exposure of products the customer has bought before with products from new categories.” Philip concludes.

Conversion rate increased by a staggering 8% and search exits decreased by 18%.