The Poppy Shop is the online store for The Royal British Legion, all purchases made from the Poppy Shop helps to fund the work of the Legion.
During peak times, the website receives over 5 million page views from over 100 countries. Whilst website traffic continues to increase, The Royal British Legion identified that although a large proportion of their users engaged with their on-site search, the % exit rate following site searches was high.
Customer satisfaction and website usability is extremely important to The Royal British Legion, therefore the company began reviewing smart search options to enable their customers to find the products they were looking for faster.
The results speak for themselves:
- 116% increase in revenue via search
- 32% increase in average order value
- 26% increase in sales conversions
SPOKESPERSON, THE ROYAL BRITISH LEGION
“PureClarity has transformed the site search, producing highly relevant search results and product suggestions tailored to each of our customers with significant impact on income and average order value.”
Seasonal Awareness Campaign
For charities such as the Royal British Legion, it’s really important to build awareness of key historical events to help raise money for such fantastic causes. Recently the Royal British Legion has been building awareness and remembrance for the 75th anniversary of D-Day, where the Royal British legion wants to help people remember those that served and sacrificed via the sale of a new Poppy Pin.
Also for the anniversary of D-Day, recognizing the role that the code breakers had towards the end of the World War. Inspired by rotors of the Bombe machines used to break the Enigma ciphers, a new Poppy Pin is a tribute to all those that worked in code intelligence.
KEY EVENT CAMPAIGN
INCREASED REVENUE FROM KEY REMEMBRANCE CAMPAIGNS
Intelligent AI Recommenders
Customers are not only engaging with the search more, but its impact on revenue and conversion has been impressive. Since going live with PureClarity revenue generated through site search has increased by 86%, and ecommerce conversion rate via site search has increased by 71% – all as a result of delivering an optimized relevant and enjoyable search experience.
INCREASE IN REVENUE THROUGH SITE SEARCH BY 86%
INCREASE IN CONVERSION VIA SITE SEARCH BY 71%
Abandoned Basket Campaign
PoppyShop have recently added an abandoned basket campaign onto their site to remind visitors that they have left items in their basket without making a purchase. This campaign appears on their site in the form of a banner at at the top of the page. Since incorporating the abandoned basket campaign onto their site they have seen their number of abandoned baskets reduce massively.
ABANDONED BASKET CAMPAIGN
POSITIVE RESULTS FROM THE CAMPAIGN
Personalization Within Search
The Royal British Legion identified that although a large proportion of their users engaged with their on-site search. Poppyshop started to include banners and recommenders within their search options to enable their customers to find the products they were looking for faster.
REQUIRED A ROBUST INTELLIGENT SEARCH
SOLUTION THAT WOULD REDUCE THE HIGH SEARCH EXIT RATE