El Amasadero A/B tested Motive vs its native platform search for 4 months. Here are the results
El Amasadero is an online store for home and artisanal bakery ingredients and tools. With over 15 years experience in the market, more than 80,000 customers, 200,000 orders, and a 14% increase in annual turnover in the last two years, one of the keys to the company's growth has been investing in Business Intelligence and data analysis to support decision-making.
True to company values, Rodrigo Varela, CTO of El Amasadero, decided to test whether Motive Commerce Search would in fact have a direct impact on his business or whether the native search solution offered by his platform (in this case Prestashop) would be good enough to get the job done.
The reasoning behind carrying out the test
Although not dissatisfied with Prestashop’s native search, El Amasadero was looking for a solution that would allow them to:
- Promote products associated with specific searches
- Get easy-to-access analytics to improve search results
- Boost the store's overall conversion rate
El Amasadero wanted to confirm whether Motive Commerce Search really would increase their bottom line. To check this, they A/B tested Motive vs their native search tool (Prestashop) over a 4 month period.
The extensive time period was chosen to avoid any seasonal effects on sales or marketing campaigns, and to be able to definitively decide whether Motive Commerce Search directly contributed to an increase in sales.
"Although we weren't unhappy with Prestashop's default search engine, we missed being able to promote products associated with certain searches to improve our cross-selling, or easy-to-access reports that would allow us to continuously review and improve search results to boost conversion," Rodrigo Varela, CMO and CTO of El Amasadero.
A strong impact on KPIs
Thanks to Prestashop's open architecture, El Amasadero was able to efficiently implement and test Motive Commerce Search, creating a module that activated and deactivated the search engine on alternate days for analysis.
After a 4-month trial, alternating between the default search engine and Motive Commerce Search, El Amasadero found that revenue was 8% higher on the days that Motive Commerce Search was running vs when it was not. This led Rodrigo to a key conclusion which he was happy to share with the Motive team:
"The decision is clear: we're sticking with Motive" Rodrigo Varela, CMO and CTO of El Amasadero.
Key points
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Significant increase in sales: The 8% increase in average ticket size demonstrates the direct impact of Motive Commerce Search on revenue.
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Improved cross-selling: The ability to promote products associated with specific searches has enhanced cross-selling opportunities.
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Data-driven decision making: Motive's clear and useful data presented via its Playboard and Backroom have allowed El Amasadero to continuously optimise their search strategy.
Conclusion
Motive Commerce Search has had a significant impact on El Amasadero's online business, aligning with the brand's goals and leading to a measurable increase in sales.