There is a huge disconnect between digital consumer demands and what retailers are delivering. Despite significant investments in technology to enhance the eCommerce customer experience, recent research found that retailers still can’t keep up with rapidly changing customer expectations. Standardized eCommerce experience testing could change all that.
The disconnect between shopper expectations and the reality of eCommerce is partly caused by the lack of efficient eCommerce experience testing. A/B testing and web analytics tools lead eCommerce merchants into a false sense of security that they’re doing all they can to optimize their sites.
Unfortunately, the methodologies used in these point solutions are rooted in statistics that are only useful in a static world. In eCommerce, however, traditional statistics are almost meaningless. Websites are always in a state of flux due to constantly-evolving tech stacks and ever-changing buyer behaviors.
No Best Practices
In the world of eCommerce, there are no best practices. What works for one merchant may not work for the next. In fact, what works for one merchant one week may not work for that same merchant the following week!
So how can merchants keep up with the level of eCommerce experience testing required to compete in this new world?
One effective solution is a collaborative approach to community testing. Backed by the data of an entire community, merchants can properly understand buyer behavior on desktop and mobile eCommerce sites.
Source: Forbes, Four Big Problems With Online Retail — And the Startups Hoping to Solve Them, March 1, 2019
Collaboration in an industry as competitive as eCommerce sounds impossible. However, the Mobile Optimization Initiative is proving that it can be done. The Initiative encourages a standardized approach to customer experience testing within a community setting. To date, participating merchants are benefiting from some outstanding insights:
Average RPV Lift
Here is a snapshot of the many benefits merchants gain by taking a collaborative approach to standardized eCommerce customer experience community testing:
5 Benefits of eCommerce Experience Testing
1. Larger Sample Sizes = More Accurate Insights
Deeper, more accurate insights come from larger sample sizes. And while no two merchants are the same, they can still learn valuable lessons from one another. By taking part in eCommerce customer experience community testing, merchants can see the cumulative insights of the entire community. Furthermore, merchants learn from previous experiments and can quickly apply standardized tests to shine a light on areas that they may not have considered by themselves.
2. Roll Up Anonymized Data to Optimize Sites Faster
By sharing anonymized data with a community of peers, merchants can benchmark their own results against industry averages and gain useful insights based on the results of similar participants.
Merchants can test many different customer journey variates by using standardized experiments. In addition, they can test frequently-recommended successful experiments using easy-to-apply, repeatable experiment templates supplied by the Mobile Optimization Initative.
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The Mobile Conversion Gap
According to the 2018 Holiday Recap from Adobe Insights (based on 80 of its top 100 US web retailers), traffic from mobile exceeded the combined traffic from desktop and tablet for the first time in 2018 (a 25% YoY growth). Despite 51% of average daily visitors coming from mobile, revenue from mobile accounted for only 31%. This represents a mobile revenue gap of 20%!
To date, standardized mobile optimization experiments are delivering some fascinating insights:
|Mobile Experiment||Revenue per Visitor||Conversion Rate|
|Suppress Continue Shopping Button >||+1.71%||+1.35%|
|Suppress Product-Level Breadcrumb >||+16.28%||+22.11%|
|Zip Code Autofill >||+5.71%||+4.46%|
Data collected through the Mobile Optimization Initiative on participating merchant sites from June 1, 2018 to July 15, 2019.
5. Remain Agile and Competitive in an Ever-Changing Industry
With standardized eCommerce experiment templates, merchants can apply industry-wide insights to produce better results, faster.
While eCommerce is at the forefront of consumer experience innovation, there’s still a long way to go to meet shopper expectations. Fortunately, community experience testing will help merchants stay on the cutting edge.
While everything else changes around us — technology, buying trends, consumer behaviour — we can be confident that we are doing everything in our power to stay on top of the latest consumer trends from moment to moment.
What is the Mobile Optimization Initiative?
The Mobile Optimization Initiative is a community of merchants, systems integrators, and eCommerce experts with one goal in mind: to improve mobile customer experiences and close the mobile conversion gap.
We’ve established that testing is of prime importance in eCommerce. But carrying out those tests requires expert knowledge and can be hugely challenging. Through collaboration and standardized testing, merchants can conduct advanced testing more efficiently and gain insights from the learnings of others.
Participation in the Mobile Optimization Initiative includes:
- Sponsored use of the community testing software for 60 days
- Sponsored support from experienced conversion optimization specialists
- Access to 122 standardized optimization experiments
- Global insights into mobile ecommerce optimization trends