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Under Armour: 35% higher conversion rate when using search

Delivering a fast, relevant experience to our online customers is a top priority. With Algolia, Under Armour has been able to move from a manual, time-intensive search tool to a fast, intuitive and insight-driven search experience to deliver what our customers are searching for.

Nick Maupin

Product Manager @ Under Armour

Introduction

Under Armour inspires online customers to explore new experiences and products through modern search & discovery

Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer and distributor of branded athletic performance apparel, footwear and accessories. Powered by one of the world’s largest digitally connected fitness and wellness communities, Under Armour’s innovative products and experiences are designed to help advance human performance, making all athletes better. For further information, please visit about.underarmour.com

Like the beginning of most online experiences, most customers start their journey on a company’s website — usually in the search bar. And if they can be inspired at that moment and instantly find the product they’re looking for or one that’s related to it, they’re more likely to stay on the website, browse for other products, experience the brand, and, ultimately, buy something.

Under Armour
Use case

B2C Ecommerce

Headquarters

Baltimore, Maryland, US

Customer since

since 2017

Features

InstantSearch, Query Rules, Analytics

Key results
  • 35% higher conversion rate when using search

The challenge

  • 1.

    Troubleshooting was a custom-platform challenge

The solution

  • 1.

    Algolia’s user-friendly platform, dedicated customer support, and cutting-edge search & discovery capabilities

The result

  • 1.

    Under Armour converts at a higher rate on search than any other brand in the sports apparel industry

The challenge

Before partnering with Algolia, Under Armour relied on an in-house, open source site search platform. A specific set of members on the development team built the platform from the ground up, so, naturally, they became the search platform’s subject matter experts. 

But when some of the core members of the platform pursued other roles within the company, the product team needed a solution for adapting to the emerging search trends in real time. After a period of vetting different solutions in line with Under Armour’s exceptional level of service, Algolia was selected as the search vendor for their North America sites. 

Under armour image 1

The solution

Algolia’s user-friendly platform, dedicated customer support, and cutting-edge search & discovery capabilities

Armed with an intuitive, streamlined search-as-aservice platform in Algolia, Under Armour could now modify and optimize their search & discovery experience without touching any code or having to work directly with developers. Under Armour also received immediate support and feedback from Algolia’s customer success team whenever they had any problems or new ideas, which was much more consistent and reliable. 

Out of all the product features Under Armour tested, their favorite was Type-Ahead. Type-Ahead dynamically predicts users’ search intent and returns the most relevant results after each of their keystrokes, allowing Under Armour to provide near-instant search results to their website visitors to support a fast, relevant and engaging experience. 

To make sure their search results were just as relevant as they were fast, Under Armour used Algolia’s Query Rules feature to customize their rankings based off their products’ popularity, newness, and availability. With this newfound ability to modify their search results, Under Armour was able to test which products they thought their customers wanted and refine their rankings based on the experiment’s outcome. 

Another feature Under Armour used to improve their relevancy was Algolia’s Analytics Dashboard. With the Analytics Dashboard, Under Armour was able to uncover the most common queries that returned no results, a reason why people bounce from Under Armour’s website. This insight helped Under Armour return relevant search results for these types of queries and, in turn, provide a better search experience while decreasing bounce rates. 

Under Armour image 2

The result

Under Armour converts at a higher rate on search than any other brand in the sports apparel industry

After A/B testing Algolia against their in-house, open source site search platform, Under Armour discovered that their engagement and conversion rates vastly increased. 

After implementing Algolia in 2017, Under Armour consistently sees a 35% higher conversion rate for customers who utilize the search feature. Their B2B website has also chosen Algolia as their solution to return fast, relevant, and personalized search results. 

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