Key Findings from the Mobile eCommerce Optimization Initiative

Creatuity is proud to announce our participation in an exciting Magento Community initiative— the Mobile eCommerce Optimization Initiative. Since October, we’ve been actively working with our merchants to optimize their mobile eCommerce experience for increased mobile conversions. The findings to date have been pretty exciting and eye-opening, to say the least.

We wanted to let you know about this initiative and share with you some optimization trends we have discovered so far. As this is an ongoing initiative, we are actively seeking merchants who are interested in running optimization experiments on your site. If you’d like to learn more about participating, send us an email or give us a call at (214) 810-5005.

About the Mobile eCommerce Optimization Initiative

The Mobile eCommerce Optimization Initiative is a collaboration between Magento, PayPal, and HiConversion. The goal of the initiative is to close the gap between mobile and desktop conversion performance and ultimately grow mCommerce revenue for merchants. Because all merchant sites and their buyers are unique, this initiative does not set out to establish a rigid set of best practices. Results are based on large-scale eCommerce optimization experiments tested over multiple sites. These are the kind of results that are hard to come by through individual efforts.

While mobile traffic continues to climb, mobile conversions continue to be the lowest across all devices. According to Barilliance, some 86% of mobile shoppers abandon shopping carts during the checkout process. We know a problem of this magnitude can’t be tackled alone— which is why we’ve joined this initiative. It is our hope that through a collaborative effort, we can discover why the mCommerce gap exists while identifying new strategies for elevating mCommerce revenue as a whole.

How Does the Mobile eCommerce Optimization Initiative Work?

The experiments for this initiative are implemented on merchant sites through an adaptive experience optimization software called HiConversion. Without much effort on your part, HiConversion implements subtle changes (experiments) to your site that improve the user experience. HiConversion detects activity and behavior and deploys experiments based on machine learning. The result is a hyper-optimized eCommerce experience tried and tested on your customer behavior. The initiative currently offers nine experiment templates that merchants can choose to implement on their sites. These include:

1. Streamlined Cart Header
2. Zip Code Autofill
3. Credit Card Auto Detect
4. Magento PayPal Injection
5. Checkout Button Floater
6. Checkout Button Security Lock
7. Mini Cart Checkout Button
8. Collapsible Discount Codes
9. Mobile Phone Input

As all merchant sites are different, the efficacy of these experiments will depend largely on the unique needs of each individual buyer and merchant site. Contact us to determine which experiments are best for your specific shopping cart.

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Results of Mobile Optimization Experiments to Date

Below is a brief description of these experiments. Consolidated initial findings from the combined results of all participating merchants to date can be found on the Mobile eCommerce Optimization Initiative page.

PayPal Express Checkout

Customers are busy and want the fastest and easiest method of making a purchase when buying online. Who wants to pull out their credit card to enter the credit card number, expiry date, AND security code. This experiment explores whether the addition of easy-pay options, PayPal and/or PayPal Credit buttons on the merchant’s checkout page will encourage shoppers to complete their mobile purchase.

This experiment applied the PayPal checkout button at different points in the checkout process. Adding the button to the Minicart had the largest impact on RPV with an 8.72% lift.
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Zip Code Autofill

Like entering payment information, the need to manually input shipping information commonly adds friction (and frustration) to a customer’s mobile shopping journey. This experiment aims to reduce friction by auto-filling a shopper’s city, state, and country fields after their zip code is entered.

This experiment showed surprising results, as the RPV dropped by 0.88% for mobile, while the RPV for desktop increased by 3.42%. The relatively small effect on conversion for this experiment may be attributed to the fact that shipping information is entered rather late in the checkout process, where cart abandonment rates are already low. If your analytics show that you have high shopping cart abandonment near the end of the process, this may be a good experiment to try.
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Join the Mobile Optimization Initiative!

The mobile eCommerce optimization initiative is in its infancy. The dataset will continue to grow, providing more statistically significant test results as we continue experimenting. Participating in the initiative will allow you to leverage the collective data of multiple eCommerce sites, while performing your own optimization experiments on your store. We highly encourage anyone interested in building the future of mCommerce to get involved. In the meantime, check out the results of the experiments to date— we promise you’ll be surprised.

Have any questions about the initiative? Get in touch with us now! We’re happy to share our experience.

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