LASCANA transforms the customer experience with Google VAIS:C
Photo: LASCANA a brand of OTTO
In brief:
LASCANA wanted to optimize onsite search to increase conversion and revenue while reducing manual effort. The implementation of Google Vertex AI Search for Commerce in cooperation with e-dialog led to a significant increase in KPIs and sustainably improved the customer experience.
Challenge
LASCANA, part of the Otto Group, wanted to improve the search function on its website to increase conversion rate and revenue while reducing the manual effort of its previous rule-based system. Since customers frequently encountered pages with no results, LASCANA needed a solution to provide more relevant results, improve product discovery, and capitalize on missed sales opportunities.
Vertex AI Search for Commerce has revolutionized product discovery in the online shop, leading to more satisfied customers and a much higher conversion rate and revenue, combined with a reduction in the previous effort for manual rule management. The combination of Google’s powerful AI search and e-dialog’s expertise delivered immediate, tangible results.
Measures
LASCANA implemented Google Vertex AI Search for Commerce and conducted an A/B test. The AI-powered solution used machine learning to optimize search relevance across the entire customer journey. This reduced “no-results” hits, increased engagement, and displayed more accurate products to customers, directly boosting sales.
Results
The A/B test delivered strong results: an 11.75% increase in revenue per search, an 11.42% rise in the “add-to-cart rate,” and a 9.41% increase in the purchase rate. Search queries with no results (“no result” hits) were reduced by almost 50%. These results demonstrate how the solution creates a seamless search experience and lays the foundation for future scaling.
- % Revenue / Search
- % Add-to-cart rate
- % Purchase rate
- % “No Result” Search queries with no results
