Who is La Fée Maraboutée?
La Fée Maraboutée is a prominent French women’s ready-to-wear brand known for its creative and timeless collections. The brand caters to a female demographic, focusing on delivering a seamless and elegant digital shopping experience that mirrors its boutique heritage.
Challenge
While La Fée Maraboutée’s existing Shopify search preview was visually consistent with the brand’s aesthetic, it faced significant functional limitations.
The Shopify native search lacked typo tolerance and semantic understanding, meaning that even minor spelling errors or variations in terminology would lead to poor results or “no products found” pages. This friction in the user journey limited product discovery and search efficiency, preventing shoppers from quickly finding the items they intended to purchase.
The Solution in Action: AB Tasty Search
To address these limitations without disrupting the familiar user experience, AB Tasty implemented a search campaign that replicated the design of the native search preview while significantly upgrading its underlying technology.
The test involved adding advanced typo handling and semantic search capabilities directly within the preview results. By making the search bar more “forgiving” and intuitive, the brand aimed to help shoppers find desired products faster and convert with greater confidence.
Results: Measurable within two weeks
The impact of the optimized search was immediate and substantial. Measured during the first two weeks of the campaign, the results showed a significant uplift in key performance indicators:
- +11.7% increase in Revenue per User – demonstrating the high value of connecting users with the right products through intelligent search.
- +9.4% increase in Add to Cart rate – indicating improved product relevance and a more streamlined path to purchase.
Key Takeaways
The success of this campaign highlights the critical importance of on-site search as a driver of conversion, particularly during peak shopping periods.
By enhancing the search functionality with semantic understanding and typo tolerance while maintaining a consistent UI, La Fée Maraboutée was able to significantly improve the shopping experience and ROI.
This test validates that even “invisible” technical improvements to existing site features can yield double-digit growth when they directly remove friction from the customer journey.
