PHAINA Partner
When the product automatically finds your customer.
What is Phaina?
PHAINA is a guided selling tool or an artificial intelligence (AI)-based co-pilot for product discovery in B2B e-commerce. It can be implemented in websites or online shops in various ways. With the help of the German software solution, your customers can find exactly the product that suits them. It works like this: Just like in a real sales pitch, customers are asked questions, depending on the current subpage among other things, which guide the searcher simply and effectively to the right product. The product finder relies on AI to guide users to the right product for them. According to PHAINA, some companies have been able to sustainably increase their conversion rates by 55% by using the tool.
Leading B2B companies in particular, such as the fastening technology manufacturer Böllhoff Group, hazardous materials storage specialist DENIOS SE and sensor manufacturer SensoPart Industriesensorik GmbH, are already using the AI-based co-pilot for product discovery.
The questions about the right product
The questions of the guided selling solution are automatically generated by an AI and relate to your product. PHAINA understands "product" to mean both real objects, components and, for example, services or contracts. Information is provided about these services, but they do not have to be offered for sale directly on the website. The tool can therefore work with both tangible and intangible products or services.
But what can such questions about the right product look like? Imagine this example: Suppose you sell hoovers. The tool would then generate suitable questions for your users, such as: "Where do you use the hoover?" or "Do you have a dust allergy?". All these questions ultimately lead customers to the right hoover - whether for the car, for the home, whether you have a dust allergy and need a filter or not.
Of course, you can view the AI-generated questions at any time or add to them manually. You will find the complete pool of questions in a list in the backend.
From the entire pool of questions, users ultimately receive precisely the questions that best lead them to the desired product. So if the customer is on a subpage for cordless hoovers, they will only receive questions that make sense in this context.
Facts about PHAINA
- German SaaS company
- Founded in 2022
- Over 75 product finders successfully implemented
- Servers in Germany
- Three founders from the German industrial SME sector
What is PHAINA based on?
PHAINA is based on and works with artificial intelligence in these three areas:
1. product data
2. API
3. the question afterwards
What are the benefits of using PHAINA?
Individual consultations are particularly necessary in B2B for very specific products and requirements. However, the Gartner B2B Buying Report also shows that 75% of B2B buyers prefer a sales experience without a representative. However, the risk of cancelling a purchase is significantly higher with digital self-service purchases. To make profitable buying decisions, sales and marketing must be able to find the right mix of digital and human interaction.
"75% of B2B buyers prefer a buying experience without salespeople"
(Source: Gartner B2B Buying Report)
This is exactly where PHAINA comes into play. The fact that the tool works with questions that sales employees would also ask means that precisely this requirement can be realised. The figures prove this impressively: meetings with digital advice, as made possible by the AI-based Co-Pilot, generate up to 55% more sales and receive the email address for further contact on every fifth visit. The product finder is able to advise on both individual products and entire shopping baskets in line with customer requirements. PHAINA can also act as a support for sales. For example, if you have products that do not justify a sales call, you can "outsource" this to the guided selling solution.
"Sessions with digital counselling, as enabled by the AI-based Co-Pilot, generate up to 55% more sales..."
(Source: PHAINA)
Areas of application for PHAINA
E-Commerce
Do you have a complex variety of products in your shop or marketplace? With the support of the guided search, you can achieve significant increases in the conversion rate. Some customer examples show improvements of up to 55 %. Searchers are guided to the right solutions by targeted questions that ask about the requirements of the application rather than the characteristics of the product, just like in a sales dialogue.
Websites
PHAINA can be used to convert visitors into leads much more effectively, especially for more complex services such as insurance. Examples show a lead conversion rate of up to 20 %. In this way, the website becomes a digital alternative to the initial consultation with the sales team that would otherwise take place. In other cases, the consultation replaces the entire sales meeting and generates direct order enquiries. This use is particularly useful for products that require explanation and are also requested in small volumes, as the consultation often costs more than the value of the order.
First-level support
Support requests often arise when searching for the right product. You probably know this yourself - whether it's spare parts for your car or the right dowel for your screws. PHAINA can answer precisely these questions. This not only supports support, but also saves a lot of resources. Examples show that this can save five-figure costs per month.
Features of PHAINA
To achieve this, the product finder offers a range of functions that can be customised by companies to suit their needs:
Automatic generation of questions, answers and rules
The AI behind PHAINA is able to independently create questions, answers and rules based on the added products. The product finder can initially be created without an expert, but can then be edited by humans at any time.
Rules in the administration
However, complex rules can also be created completely independently in the administration, reflecting the versatility of decisions. Similar to the typical response from experts "it depends", various scenarios are taken into account in order to provide precise solutions for individual requirements. For example, screws cannot be used in combination with a specific material. However, if another material is involved, the combination may be possible.
Comprehensive customer advice
Comprehensive customer advice with PHAINA goes beyond simply asking questions and offers seamless integration with the higher-level pages to always present the most relevant information. It also takes into account questions that are only relevant in certain contexts, for example in different countries. This advisory solution guides users through their entire purchasing process without overloading them with unnecessary questions. Instead, questions are asked specifically when they are needed and solutions available directly in the shop are presented at the same time. This results in a seamless and efficient shopping experience.
Furthermore, rather than just recommending individual products, an entire system of products is presented that not only meet individual requirements but are also compatible with each other. This ensures that customers can make the best possible choice and enjoy an optimal customer experience.
Advice with video content
As a special feature, the guided selling solution enables advice with video content in order to offer an interesting, appealing and more human customer experience - and it is mobile-ready in 9:16 format.
Design of the user interface
With PHAINA, you have the option of fully customising the user interface, including the GraphQL endpoint interview, to suit your needs. This gives you a customised front end that is perfectly tailored to your requirements. There are no limits to your creativity and flexibility, so you can create a user-friendly and appealing interface that represents your brand in the best possible way.
API access to the tool
Thanks to the single-tenant server structures, you have unrestricted API access to the PHAINA tool and can view all collected interview and product data. This enables detailed analyses of the customer journey, key areas of interest and weak points in the questions asked in order to continuously optimise the customer experience and develop tailored solutions.
Requirements for using PHAINA
To be able to use PHAINA in the best possible way, at least one of the following conditions should apply to your products:
- Sufficiently large number of products
The tool only makes sense if you have a significant number of products. In most cases, the use of 25 or more similar products is interesting. - Sufficiently varied products
Your products can be difficult to see through due to a large variation. Especially if this variation consists of more than one property to be changed. - Sufficiently clearly assignable products
In order to be able to assign the right product to users, your products should have specific key figures and data that can be used for the question pool.
- Products that can be sold without projects
Many services come together in a project. Such complex cases should still be discussed personally with the lead. This is why the AI-based co-pilot focusses on products that do not require any further services/discussions. - Non-self-explanatory products
Products such as toys or T-shirts are self-explanatory in most cases. However, if the product is complex and there is a risk of customers inadvertently buying the wrong variant, the tool is a great help.
A case says more than ##########_0__ words
For the B2B company DENIOS SE, active in the field of environmental protection and occupational safety with a focus on hazardous substances, personalised advice for its customers was and is of crucial importance. As an international company, the team needed a solution that would allow their customers to access advice in any online situation without changing the look and feel of their shop. The B2B company therefore opted for PHAINA as a suitable solution.
The implementation of the product finder into the shop was seamless and adapted perfectly to the existing look and feel. Within just two months, the integration of the guided selling solution led to significant improvements in the most important KPIs.
- The shopping basket size increased almost fivefold.
- The add-to-cart conversion tripled.
- Shop and sales conversion increased by one and a half times.
These successes underline the effectiveness of the AI-based product finder as a customised solution for companies like DENIOS SE that value individual advice and a seamless shopping experience.
Create a pilot system with 1.000 products in just one day
The first steps with PHAINA
In order to be able to test the functionalities and the use, PHAINA recommends carrying out a "pilot". This involves testing a limited number of products (maximum 1.000). Within a few weeks, you will receive meaningful amounts of data to be able to evaluate the success. These products can be set up by a PHAINA expert within a day.
Customised scaling
Thanks to the low time and financial investment, successes can be built on step by step after a pilot phase. PHAINA can be scaled in various directions to suit individual customers:
How is PHAINA integrated?
PHAINA can be implemented in two different ways. Firstly, the product finder can be integrated into your existing infrastructure by placing a code snippet in the backend. This then generates the required JavaScript, which in turn generates an iFrame and thus integrates the PHAINA user interface (front end) into your website or online shop.
There is also the option of native and direct integration. Instead of an iFrame, which is generated in the backend via JavaScript, elio as an integration partner of PHAINA offers the native and direct implementation of the tool. We have summarised the advantages of this in the following table.
The native integration of the Guided Selling solution instead of an iFrame is particularly useful for extensive websites with complex templates. Native integration prevents the online shop from being impaired by the embedding of an iFrame. Instead, the product finder blends seamlessly into the existing design and ensures that the entire website looks as if it has been cast from a single mould.
elio, your PHAINA integration partner
The strategic partnership between PHAINA and elio ensures that you benefit from a seamless integration of the Guided Selling solution into your online platform. As an official integration partner of the AI-based co-pilot, we offer you all the benefits of state-of-the-art sales advice technology for your e-commerce operations.
elio's expertise in e-commerce and performance IT services, paired with the innovative technology, offers you a customised solution for effective sales advice and customer interaction in your online shop. Our joint mission is to provide you with an outstanding shopping experience and take your online shop to the next level.
"In elio, we have gained a partner with outstanding expertise who enjoys the trust of many companies and has played a key role in the success of many e-commerce projects."
Dominik WittManaging Director at PHAINA GmbH
Key facts about PHAINA
- Easy integration into your system
- Customised design of the front end with the help of elio experts
- Pilot set up within one day
- Support for your sales team
- Reduction of first-level support costs
Your potential benefits
- E-commerce sessions with PHAINA compared to sessions without:
- Increase in add to cart conversion rate by up to 191%
- Increase in conversion rate by up to 55
- Up to 20 % increase in the visitor to lead conversion rate
- Advantages for sales:
- Increase in the add to cart conversion rate by up to 191 %
- Increase in the conversion rate by up to 55
- Up to 20% increase in the visitor to lead conversion rate
- Benefits for marketing and product management:
- Knowledge of customers after one month better than ever before
- Well-founded marketing decisions based on data from online consultation
- Insights into product requirements and trends from online consultation
Your contact person
Do you have questions about our services or about elio? We are here for you! Simply write to us using the contact form and we will get back to you as soon as possible.
Contact options
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