You might not be aware of this, but Something Digital has been a participant of the Mobile Optimization Initiative (MOI) since its launch. If you’re not familiar with the initiative — and you rely on mobile site to make sales — it’s worth your time to learn more. The initiative, per Magento, is a “collaboration and experimentation platform supported by Magento, PayPal and HiConversion designed to understand why the gap in mobile and desktop conversions persists in order to help ecommerce providers succeed in mobile sales.”
How Something Digital Fits In
As a participant, our job is to help merchants boost mobile ecommerce sales by making small but strategic tweeks to their sites. If you’re interested in getting involved in this initiative and work with us on it well great news because you don’t even need to be a Something Digital client in order to work with us via the Mobile Optimization Initiative.
Site owners simply apply for the program and after a brief onboarding process, one of our team member will analyze your site. Specifically, we’ll go through every aspect of your desktop and mobile checkout process, note the differences, and recommend up to four “treatments” or tweeks to make. (You’re free to disagree with our recommendations and choose one of your own.)
Although this is a mobile initiative, we test the treatments on the desktop site as well, since we want to pinpoint differences between the two, and, why not improve both experiences while we’re at it.
Next, we’ll A/B test the treatments over a three-month period, measuring success based on three KPIs: revenue per visitor, conversion rate, and average order value (AOV). If we measure a meaningful bump in any of those KPIs among users who were shown or experienced one of the three treatments, then you can opt to implement it permanently.
Why Is There a Persistent Gap in Desktop and Mobile Conversions?
We applaud Magento for embarking on its quest to understand why some consumers balk at purchasing via their mobile phone. Obviously we spend a lot of time thinking about this issue with all of our clients, but what’s interesting about this initiative is that it tends to focus on testing small, seemingly inconsequential, things.
This approach has led me to a realization: the treatments with the biggest impact provide subtle psychological assurances to the consumer that the order they’re about to place, on the mobile site they’re about to place it on, is legitimate.
For many people, placing orders via a mobile device is still a new experience. They want to know that if they take the time to enter in their addresses and credit card numbers, the order won’t get lost due to a broken connection or some other issue. And of course, they want to know that mobile sites are as secure as those they access via their desktops.
Through the Mobile Optimization Initiative we’ve found that the treatments that deliver the biggest boosts in revenue per user, conversion rate and AOV are those that deliver those assurances.
Below are 7 treatments that we’ve found test well, delivering positive results overall for the retailers that tried them.
Security Lock Icon
This treatment places a security lock on the checkout link, sending a psychological message to the consumer that the checkout is secure. This is one of my favorites because it delivers crazy-great results for both desktop and mobile. At present, few mobile sites use the security lock icon, so I’m hopeful these test results will prompt more sites will test and adopt it.
Security Lock Icon Results:
PayPal Express on Product Detail Page
For PayPal users, seeing the PayPal Express icon means they won’t need to enter payment information or type out their address (big benefits when typing on a tiny screen or shopping while riding the bus). It also means a faster checkout process, which customers clearly enjoy, as it results in more conversions:
PayPal Express on Product Detail Page Results:
The coupon collapse treatment deemphasizes the coupon field. It doesn’t go away; rather the user must click on a link in order to open the field.
Coupons tell users that there are better deals out there, which isn’t always the case. The challenge is that once they get that idea into their heads, they’re likely to leave the checkout process in search of a discount code. When that happens, the chances of them returning diminishes. This treatment seeks to reduce that by making the coupon slightly less visible. The results are great. One Something Digital client saw a 12.72% lift in conversion and a 16.14% lift in revenue per visitor with this treatment on mobile!
Coupon Collapse Results:
Simplified Cart Header
The simplified cart header minimizes the mega menu navigation once the consumer enters the shopping cart:
The psychology behind the simplified cart header is similar to the coupon collapse: don’t provide visitors with distraction while they’re checking out. Keep them focused on what they’re buying and you will increase the chances that they’ll complete the purchase. Check out these results:
Simplified Cart Header Results:
One Something Digital client saw a 5.37% lift in conversion with this treatment on mobile!
Floating Checkout Button
On most mobile sites, the call to action is sticky, meaning it never moves from its place on the page. This treatment eliminates that feature, moving the call to action (e.g. “checkout now”) as the user scrolls down the page. In other words, at any point the user can initiate the cart without hunting for the checkout link.
Floating Checkout Button Results:
ZIP Code Autofill
This feature automatically fills in What this does is when the user is checking out, it recognizes where you live and auto-fill your ZIP code. It’s the little things like that that during the checkout process that make the user experience more friendly and efficient. So again, just changing these little aspects that don’t seem to big or crazy but can have a significant impact. Over mobile and desktop one Something Digital client saw a 4.63% lift in conversions with this treatment.
ZIP Code Autofill Results:
Credit Card Auto-Detect
This feature indicates the type of credit card — Amex, Visa, MasterCard — the consumers wish to use to pay for an order based on the credit card numbers they enter. The purpose is to send the consumers a psychological message that the checkout process is in good working order — as demonstrated by highlight the correct card type. This particular treatment did not yield positive results on mobile but had better results overall on desktop.
Credit Card Auto-Detect Results: