The Challenge:
The mCommerce Gap Leads to Lost Revenue for Merchants

Consumers are spending more of their time on mobile than on any other device, yet that additional time is not translating to more revenue for merchants. In fact, consumers are spending significantly less money on mobile than they do on desktop and tablet.

The Goal:
To Help Merchants Understand and Reduce the mCommerce Gap

This Magento community-driven collaboration is focused on shared and continuous learning, with multiple experiments running across an ever-increasing number of participating merchant sites.

The Challenge:
The mCommerce Gap Leads to Lost Revenue for Merchants

Consumers are spending more of their time on mobile than on any other device, yet that additional time is not translating to more revenue for merchants. In fact, consumers are spending significantly less money on mobile than they do on desktop and tablet.

The Goal:
To Help Merchants Understand and Reduce the mCommerce Gap

This Magento community-driven collaboration is focused on shared and continuous learning, with multiple experiments running across an ever-increasing number of participating merchant sites.

HOW TO TACKLE THE MOBILE GAP

What factors affect mobile checkout, and are they universal across all sites?

The Power of a Community Initiative

A problem of this magnitude can’t be solved by individual merchants. And let’s face it. Every merchant and storefront is unique.

Considering the large number of checkout funnel elements to test, the technical complexity of setting the tests up, and the amount of time needed to experiment, only a team effort stands a chance.

The Magento Community of system integrators, technology partners and merchants has come together to try to understand and solve this problem.

This community initiative leverages sponsor know-how and advanced optimization technology to enable collaborative experimentation and data sharing among participating merchants.

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Certified Magento Systems Integrators

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Magento Merchants

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Live Optimization Experiments

MEET OUR SYSTEM INTEGRATORS

Creatuity

Magento Certified. Curious. Always learning.

OPTIMIZATION EXPERIMENTS

Participating merchants can choose from a range of standardized checkout optimization experiments, which simplifies implementation and enables cross-merchant data roll-up and analysis.

KEY FINDINGS

(Here are some interesting findings so far…)

Hot Trend #1

Add a Security Icon to the Checkout Button

Checkout Securely

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Phone RPV Lift*

This change increases the perception of personal data security and has been shown to drive more revenue. 

Hot Trend #2

Auto-Select the Credit Card Type

Auto Select CC

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Desktop RPV Lift*

This optimization reduces the number of data entry steps and is shown to increase the payment completion rate.

Hot Trend #3

Add PayPal Express Checkout – Shortcut

Paypal Express

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Mini-Cart RPV Lift*

Adding the PayPal Express Checkout button to the mini-cart was shown to drive more revenue across all devices.

*Results are based on the average findings from merchants participating in the study and are not guaranteed for all users.

OH, AND ONE MORE THING…

Head Scratcher #1

Zip Code – Autofill

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Phone RPV Lift*

Reducing the number of keystrokes should drive more revenue, right? Answer: Sometimes.

*Results are based on the average findings from merchants participating in the study and are not guaranteed for all users.

METHODOLOGY

Introducing Standardized Experience Optimization for Shared Industry-Wide Insights

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STANDARDIZE THE EXPERIMENTS

STANDARDIZE THE EXPERIMENTS

Based on frequently-recommended best practices, repeatable experiment templates are available for testing.

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APPLY TO MANY MERCHANT SITES

APPLY TO MANY MERCHANT SITES

System integrators recommend and implement 3-5 experiments per merchant site.

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ROLL UP ANONYMIZED DATA AND LEARN

ROLL UP ANONYMIZED DATA AND LEARN

Standardized experiment classifications enable cross-merchant data roll-up and analysis.

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CONTINUOUSLY INNOVATE TO IMPROVE RESULTS

CONTINUOUSLY INNOVATE TO IMPROVE RESULTS

With the experiment templates as a starting point, merchants apply industry-wide insights to innovate and produce better results.

There are no best practices — what works for one set of merchants may not work for all. What makes our process unique is the adaptive nature of the experiments, the collaboration between merchants and systems integration agencies and the ongoing experiments tested across a diverse array of merchant sites.

Other Experiments in Progress

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CART HEADER

CART HEADER

Once they reach the cart page, potential buyers should be exposed to options that direct them toward checkout and distractions should be reduced.

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CART CHECKOUT BUTTON FLOATER

CART CHECKOUT BUTTON FLOATER

Mobile users have limited reach on their mobile devices - increase the odds of converting by adding a sticky checkout button where any user can easily access it without scrolling.

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MAGENTO PAYPAL INJECTION

MAGENTO PAYPAL INJECTION

Add PayPal Express and PayPal Credit to multiple locations at the top of the checkout funnel.

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CHECKOUT MOBILE PHONE INPUTS

CHECKOUT MOBILE PHONE INPUTS

Tailoring your site's input types and attributes to be more user-friendly to your visitors will make the information input process as frictionless as possible, resulting in better conversion performance.

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CHECKOUT COLLAPSE COUPON CODE

CHECKOUT COLLAPSE COUPON CODE

Make the coupon code area collapsible to de-clutter the area and reduce distractions.

This initiative has a growing catalog of experiments currently running across multiple merchant sites. Some merchants run multiple experiments at once, while other merchants run a single experiment. Our approach and system analyses each experiment independently and uniquely.

ABOUT PARTICIPATING MERCHANTS

The community includes a very diverse group of merchants that sell different types of products, at different price points, to different audiences. They’re all unified by the desire to improve mobile customer experience and to continually learn from each other.

Pirate

GET INVOLVED

We’re looking at you, Magento Merchants and System Integrators

Want to participate as we continue to grow our community? Leverage the latest multivariate testing technology and work with experts to optimize your checkout experience.

By clicking “Submit” I acknowledge I would like HiConversion to provide me with access to the Magento community and I consent to HiConversion sharing my personal data with SI’s and Sponsors shown on this site for this purpose.

AN INITIATIVE SUPPORTED BY

*Funding for this initiative is provided by PayPal. HiConversion provides both expertise and licensing for its product. All tests and results are conducted independently by the community of participants.