Case study: How the use of AI has improved the presentation and sales of products in an online store

Effective product presentation and the optimization of shopping paths are the key to success in the e-commerce industry. We have experienced this firsthand while executing a project that significantly contributed to the transformation of our client's online store. By utilizing advanced artificial intelligence tools, we not only improved product presentation but also significantly increased sales efficiency.

The project we are about to present is a perfect example of how modern technologies can revolutionize traditional business models. We will showcase the implemented solutions, their impact on the store's operations, and the achieved results. Our team of experts, combining expertise in e-commerce, artificial intelligence, and process optimization, created a comprehensive solution that not only met the client's expectations but also set new standards in the e-commerce industry.

We invite you to explore this fascinating transformation story, demonstrating how an innovative approach and the use of the latest technologies can bring measurable benefits in the world of e-commerce.

The importance of effective product presentation in e-commerce

In the digital era, where competition in the e-commerce sector is extremely intense, effective product presentation becomes a key factor in determining the success of an online store. A well executed presentation not only attracts potential customers' attention but also builds trust and increases the likelihood of making a purchase. Thus, effective product presentation plays a crucial role in the customer's decision making process, directly contributing to increased sales conversion, up-selling, and cross-selling.

Impact on user experience (UX)

A well-designed product presentation has a huge impact on user experience. An intuitive interface, easy navigation, and clear product descriptions make customers feel confident when shopping online. It is essential that information is presented in a readable and visually attractive manner, encouraging longer browsing sessions and increasing the chances of conversion.

Importance for SEO

Proper product presentation also plays a key role in search engine optimization (SEO). Rich, unique product descriptions containing well selected keywords contribute to better positioning in search engine results. This, in turn, translates into increased organic traffic and potentially higher sales.

Analysis of the online store's challenges

Our client, an online retailer specializing in automotive parts and accessories, faced several challenges that were hindering the growth of their online business. A detailed analysis of the situation allowed us to identify key areas that required improvements.

Insufficient product descriptions

One of the main problems was overly short and uninformative product descriptions. They lacked detailed technical specifications, information on compatibility with different vehicle models, and practical installation and usage tips. This situation not only made it difficult for customers to make purchasing decisions but also negatively impacted the store's positioning in search engine results.

Lack of proper product categorization

The store faced an issue with inefficient product categorization. Products were assigned to overly broad categories, making it difficult for customers to find the parts they were looking for. The lack of advanced filters and search options made the purchasing process time-consuming and frustrating for users.

Insufficient SEO optimization

Our analysis revealed that the store was not fully utilizing the potential of search engine optimization. Product descriptions were too short, lacked appropriately selected keywords in product descriptions, meta tags, and alternative image descriptions (alt tags). As a result, the store had poor visibility in search results for key phrases related to automotive parts.

Limited market reach

The store focused solely on the Polish market, which limited its growth potential. The lack of multilingual versions and adaptation of the offer for customers from other countries made international expansion impossible.

Untapped potential of up-selling

Another identified problem was the lack of effective up-selling and cross-selling mechanisms. The store did not take advantage of the opportunity to suggest complementary products or more advanced, premium alternatives, which resulted in a lower average order value.

Problems with product attributes

The lack of a systematic approach to managing product attributes made it difficult for customers to compare different options and make informed purchasing decisions. Information on key product features was often scattered throughout descriptions instead of being presented in a clear, structured form.

The identified problems posed a significant challenge for the growth of our client's online store. They required a comprehensive approach and the use of advanced technologies to be effectively addressed and to allow the store to fully utilize its potential in the rapidly developing e-commerce sector.

Implementation of AI-based solutions

After identifying the key challenges faced by the online store, we proceeded with the implementation of innovative AI-based solutions. Our team of experts, consisting of e-commerce specialists and AI engineers, developed a comprehensive strategy aimed not only at solving existing problems but also introducing innovative improvements that would significantly enhance the store's competitiveness. The implementation process was divided into several key stages, each designed to address specific issues and optimize different aspects of the store's operations.

Refinement and optimization of product descriptions

The first step was implementing an AI powered system for generating and optimizing product descriptions. We utilized state of the art natural language processing (NLP) models, specifically tailored to the automotive industry.

1. Content expansion - The AI system analyzed existing product descriptions and automatically expanded them with additional, relevant information. It incorporated technical specifications, compatibility details with various vehicle models, and practical installation and usage guidelines.
2. Visual product analysis - We implemented image recognition algorithms that scanned product images, extracting details such as color, material, and distinctive features. These insights were then used to enrich product descriptions and enhance alternative text (alt tags) for images, improving accessibility and SEO.
3. SEO optimization - The system automatically selected and inserted relevant keywords into product descriptions, increasing product visibility in search results - both in external search engines and within the store's internal search engine. Additionally, it generated unique meta tags for each product, contributing to improved overall store ranking. The system also identified key phrases within descriptions and highlighted them using bold or underline formatting to enhance readability and engagement.
4. Plagiarism and duplication detection - At the final stage, product descriptions were tested using advanced anti-plagiarism tools and content duplication verification. The goal was to identify descriptions that were too similar to others within the same store as well as competing stores. All similar phrases were modified to ensure uniqueness and differentiation, making each description stand out.

Intelligent categorization and product attributes

Another key element was to improve the system for categorizing products and managing their attributes:

1. Automated categorization - we developed an AI module that analyzed product characteristics and automatically assigned them to appropriate categories and subcategories. The module could also create new, more detailed categories based on inventory analysis;
2. Attribute generation - AI automatically extracted key product attributes from descriptions and technical specifications, presenting them in structured tables. This enabled customers to easily compare different products;
   
3. Dynamic search filters - based on the generated attributes, the system created advanced search filters, allowing customers to quickly find products that met their specific criteria.
   

Automated FAQ generation for products

We created an AI model that was able to generate lists of Frequently Asked Questions (FAQs) based on the product description. Our AI system was able to generate lists of frequently asked questions (FAQs) based on the product description.

1. Inferring general doubts - the AI was able to infer from the product description and its parameters what concerns customers might have when considering its purchase. The model was able to define the questions a customer would ask and the appropriate answer that would satisfy him.
2. Inferring specific concerns - based on a database of customer service tickets held by the customer, AI was able to pick out the most common messages that store users sent and, based on these, prepare an aggregate list of the most popular questions and answers that were answered by store staff.
3. Supplemental inference - AI inferred what additional questions a store user might have and what answers would reassure them that they were dealing with a professional store.
   

Recommendation system and up-selling

We implemented an advanced product recommendation system that utilizes machine learning and product bundling to create complementary packages:

1. Personalized recommendations - based on collected product data, AI suggested items similar to the one currently being viewed, giving the customer a wider range of choices;
2. Product bundling - AI identified complementary products and offered them as discounted bundles to encourage multi-product purchases;
3. Finding cheaper alternatives - if a customer hesitated before purchasing, the system recommended a lower-cost substitute for the selected product;
4. Intelligent up-selling - the system automatically identified opportunities to suggest more advanced and premium versions of products.
   

Multilingual capabilities and international expansion

To enable the store's expansion into international markets, we implemented:

1. Research AI - based on the store's assortment and information pulled from the Internet, the system was able to pick out which foreign markets have the greatest potential for success and suggest a plan for implementing the store in that market;
2. Automated translation - an advanced AI-powered system for translating product names, descriptions, and other content into multiple languages while considering context and industry specific terminology;
3. Content localization - AI tailored content to the specifics of different markets, taking into account local preferences, market fashions and regulatory requirements;
4. Multicurrency - we integrated a system for automatic price conversion into various currencies, factoring in real time exchange rates and local pricing strategies.

UX and user interface optimization

The final stage focused on improving the user interface and overall shopping experience:

1. Dynamic layout adaptation - AI analyzes user behavior and automatically adjusts the layout of the page, highlighting the most popular categories and products;
2. Personalized homepage - the system generated customized homepages for different customer segments based on their preferences and shopping history.
3. Emphasizing product attributes - AI typed what the shopper cared about most and accentuated those attributes while browsing products.
   

Benefits achieved by the client

The implementation of AI solutions significantly transformed the client's online store. Thanks to AI-driven improvements in product exposure and user experience, the store not only overcame its previous growth challenges but also gained a substantial competitive advantage in the automotive e-commerce market.

Significant increase in sales conversions

One of the most noticeable effects of the implemented changes was a substantial increase in conversion rates. Thanks to more detailed and engaging product descriptions, as well as clear attribute presentation in table format, customers were able to make more informed purchasing decisions. We observed:

• 35% increase in overall conversion rate
• 52% increase conversions for products with elaborate, automatically generated descriptions
• 41% reduction in the rate of abandoned shopping carts

These impressive results demonstrate the crucial role that proper product presentation plays in the customer decision making process.

Improved search engine visibility

By implementing advanced SEO techniques supported by AI, the store significantly improved its ranking in search results:

• 62% increase in organic traffic from search engines
• Increase in position for key phrases by an average of 15 places
• 45% increase the number of indexed product pages

Better search engine positioning directly translated into increased website traffic and, consequently, higher sales.

Optimization of internal product search

The implementation of an intelligent product categorization and attribute system brought significant improvements to the store's internal navigation:

• 70% reduction in the time it takes to find the product you are looking for
• 55% increase in the use of the store's internal search engine
• 43% increase the average number of products viewed per session

These improvements not only enhanced the customer shopping experience but also contributed to an increase in the average order value.

Expansion of sales reach

Automated translation and content localization enabled expansion into new markets:

• Opening sales in 3 new European markets
• 30% revenue growth from foreign markets in the first 3 months
• 64% increasing the number of international customers

The ability to easily enter new markets opened up new growth opportunities for the store and increased its expansion potential.

Effective up-selling and cross-selling

The implementation of an intelligent product recommendation system delivered impressive results:

• 32% increase in average order value
• 35% increase sales of complementary products
• 20% increase in conversions for premium product recommendations

These results demonstrate how effective personalized recommendations can be in increasing shopping cart value.

Reduction of customer service workload

Automatically generated FAQs and more detailed product descriptions contributed to a decrease in the number of inquiries directed to the customer service department:

• 35% reduction in the number of inquiries regarding product specifications
• 50% reduce the time spent on handling requests
• 25% increased customer satisfaction with after sales service

Thanks to these improvements, the customer service department was able to focus on more complex issues, enhancing overall service quality.

Enhancing the overall user experience

Personalization of the interface and optimization of the shopping journey brought measurable benefits in terms of UX:

• 42% increase in time spent on site
• 28% reduction in rejection rate
• 60% increase in returning customers

These indicators reflect a significant improvement in customer satisfaction and the establishment of long term brand relationships.

Summary and future perspectives

The implementation of advanced AI solutions in our client's online store has delivered numerous measurable benefits, significantly impacting its market position and financial performance. The deployed solutions not only resolved existing challenges but also opened new growth opportunities in the increasingly demanding e-commerce landscape.

The project we have described sets new standards in the e-commerce industry. It demonstrates how advanced AI technologies can be effectively used to solve real business problems and create added value for customers.

We are confident that in the coming years, AI will be increasingly applied in e-commerce. Companies that can successfully harness the potential of these technologies will gain a significant competitive advantage and be better equipped to meet evolving customer needs and expectations.