De Bijenkorf ran an A/B test on their homepage search bar. The result?
A clear uplift in conversions: more shoppers were clicking and buying. But… why?

• What exactly made the new design more effective?
• Did it truly help users find what they were looking for, or just speed things up?
• Was the experience also inspiring, or did it feel too functional?
• And what could the team learn to improve the next version?

The 5hellos session gave the De Bijenkorf team clarity beyond the conversion numbers.
Yes, the new search bar worked but it also showed where something was missing.

• Shoppers found the new design easy and efficient, which led to more clicks.
• But, many missed the sense of inspiration and discovery they expected from De Bijenkorf.
• Users wanted more visual cues and guidance, not just faster results.
• The team used these insights to balance clarity with brand experience in future iterations.