Home Case Studies Kingpin Tattoo Supply

Kingpin Tattoo Supply’s conversion rate jumps to 24% through an elevated search experience


search-led conversion rate achieved


more time on site spent by shoppers


increase in conversion rate

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Optimizely Commerce

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North America

Kingpin Tattoo Supply, part of the Nexus Brands Group, is a leading e-commerce destination for professional tattoo, piercing, and medical equipment. With a website built on Optimizely, Kingpin had a strong foundation for e-commerce success with customers across the globe, but it needed a strong development partner to help take its digital customer experience (CX) to the next level. And as the key area for improvement, Kingpin wanted to look at its website search functionality.

Kingpin and Nansen, an international customer experience agency, shared a common vision for the work to be done. By taking a data-driven approach to website optimizations, rather than relying on guesswork, the partnership would focus on improving the conversion rate for high-intent customers using the search tool on Kingpin’s site. From the start, it was clear that even a 1% or 2% uptick in conversion would pay off Kingpin’s investment in this site improvement.

Specifically, Nansen identified several key updates that would help the Kingpin website search experience meet its customers’ expectations:

  • Personalization
  • Auto-Complete Suggestions
  • Relevance

The Solution

To elevate Kingpin’s website search functionality and provide a better digital customer experience, the team decided to implement Klevu on top of the Optimizely CMS.

Klevu’s AI engine made the process of increasing search-result relevance much faster and easier. Klevu enabled Nansen to pre-populate the engine with data to shape its recommendations and results, which was especially helpful in this case.

Through its speed to market and self-learning capabilities, Klevu gave Nansen and Kingpin the tools to elevate Kingpin’s website search tool experience and connect customers to the products they were looking for more quickly—and this optimized CX would help boost Kingpin’s conversion rate, sales, and revenue.

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The Results 

At the outset of the project, Nansen and Kingpin determined that a 1% or 2% increase in conversion rate would offset Kingpin’s investment in this website optimization.

In fact, following the improvements made by Nansen and the implementation of Klevu for Kingpin’s search tool, the conversion rate for visitors who used the site search increased by nearly 3%, jumping to 23.92%.

So, what’s next? Nansen and Kingpin will look to build on the success of this conversion rate optimization (CRO) project by turning their focus to product recommendations. A new Recommendations Engine, powered by AI and informed by “shopper intent” data including search activity, will help decrease bounce rate and increase Kingpin’s ability to cross-sell to all website customers.

Feature focus

Klevu gave Nansen and Kingpin the tools to elevate Kingpin’s website search tool experience and connect customers to the products they were looking for more quickly

Product Recommendations with AI

Buoyed by the initial results of using Klevu Smart Search, Kingpin Tattoo Supply is looking at the prospect of integrating Klevu Product Recommendations. The retailer is confident that this solution could ease the pain point of high bounce rates, whilst also giving them the ability to cross-sell to all web customers.

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