Discover How Small Changes to
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*Total increase in revenue experienced during the testing period between June 2018 and October 2018.
About US-Mattress
US-Mattress is an online distributor of mattresses and bedding products. Since its humble start in 2001, the company has grown to become the major player in the distribution of mattresses throughout the US.
Today, US-Mattress supplies its products through a mix of bricks-and-mortar and direct-to-customer eCommerce retail and is considered a pioneer in the increasingly popular trend of buying mattresses online.
Like most eCommerce merchants, mobile sales are a key part of US-Mattress’ sales strategy. Well aware of the growing importance of mobile sales in eCommerce, US-Mattress was keen to acquire new approaches to help them boost their mobile conversions.
Interested in working with Redstage on optimizing your Magento site? Contact them today.
The Mobile Optimization Initiative
*Share of visitors and revenue by device (2018 US holiday season)
Source: Adobe Analytics
Around this same time, a new initiative was forming to tackle the gap between desktop and mobile sales. Called the Mobile Optimization Initiative (MOI), the Initiative was conceived to help Magento system integrators and their merchants to collectively learn how to increase mobile eCommerce sales.
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%!
Keen to become involved, US-Mattress got connected with one of the MOI’s founding system integrators, Redstage, to get them started.
Source: Holiday Recap 2018 Adobe Digital Insights, January 2019
https://www.slideshare.net/adobe/adobe-digital-insights-holiday-recap-2018
Pursuing Optimization Through Experimentation
Based in Jersey City, Redstage was one of the key system integrators who spearheaded the creation of the MOI. From the very start, Redstage believed the MOI presented an incredible opportunity to boost their merchant’s mobile revenue — including that of US-Mattress.
*The US Mattress case study was commissioned by PayPal, November 2019. Total increase in revenue experienced during the testing period between June 2018 and October 2018.
In June of 2018, US-Mattress sat down with Redstage to identify which optimization experiments from the MOI to test on the mattress retailer’s mobile site. They chose four experiments to run:
3 Winning Experiments and One That Didn’t Do So Well
The data collected on optimization experiments over the testing period included Revenue Per Visitor (RPV), Conversion Rate (CR), and Average Order Value (AOV). Desktop and mobile numbers are documented to show differences in user behavior by device.
Winning Treatment 1:
Simplified Header
Location: Cart Page
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 26,118 | -3.82% | -4.97% | +0.78% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 16,427 | +8.27% | +10.13% | -2.33% |
*Based on transactions from June 2018 to October 2018
Winning Treatment 2:
PayPal Checkout Button
Location: PDP, Minicart, Cart Page
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 35,203 | +10.38% | +6.38% | +3.21% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 30,899 | +3.92% | -0.14% | +4.01% |
*Based on transactions from June 2018 to October 2018
Winning Treatment 3:
PayPal Checkout and PayPal Credit Buttons
Location: PDP, Minicart, Cart Page
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 32,772 | +7.22% | +2.23% | +4.30% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 33,891 | +1.70% | -0.48% | +2.36% |
*Based on transactions from June 2018 to October 2018
INSIGHTS
All mobile tests combined for overall mobile RPV lift of +8.93%. By shortening the time it takes to complete a purchase, including offering PayPal Checkout options, US-Mattress was able to fulfill customer demand for a faster checkout experience. Desktop visitors really resonated with the PayPal Checkout Button treatments – the treatments performed over twice as well as the community average on desktop.
The mobile Simplified Header experiment also helped to really drive mobile lift. The more distracted a customer is during their online checkout, the less likely they are to complete their purchase — especially on mobile. Following this insight, the MOI created the Simplified Cart Header experiment to reduce the number of visually distracting elements that pop-up during checkout.
As a result of these three experiments, the retailer saw big wins, including a boost in online revenue by a whopping $95,754 over the 5-month duration of optimization experimentation. The revenue increase from implementing positive optimizations to the site are expected to lead to compounded growth over time.
The Head Scratcher:
CTA Security Lock
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 5,642 | -19.16% | -18.13% | -1.07% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 3,199 | -17.84% | -2.06% | -16.53% |
*Based on transactions from June 2018 to October 2018
INSIGHTS
- Applied to Checkout buttons in Minicart and on Cart page
- Test ran for 3 weeks before being stopped
- Algorithms reduced traffic being sent to losing treatment
The results from the CTA Security Lock experiment were truly a head scratcher. While this experiment didn’t produce positive results for US-Mattress, across experiments on other merchants in the Community, it has produced an average 2% RPV lift. These unexpected results are why we’ve come to learn that what works for one merchant may not work for others.
Superior Analytics Leads to Actionable Insights for US-Mattress
Redstage attributes the analytics behind the MOI as one of the key reasons they were able to achieve such incredible results and provide such powerful insights to US-Mattress. The technology partner for the MOI, HiConversion, provides real-time insights into how the optimization experiments are performing on a merchant’s site — and anonymized data across all participating merchants.
Unlike conventional A/B testing tools, the adaptive customer experience optimization algorithm adapts to ensure winning experiments get more and more traffic — minimizing the negative impact of testing. For US-Mattress, this meant that definitive outcomes increasing revenue and profitability were reached quicker, while the losing experiment was paused after just 3 weeks.
What makes these insights especially valuable is that merchants see exactly how customers are interacting with their site. Further, the access to optimization experiments and past merchant data provided through the platform shows merchants precisely where to run their optimization tests. And this, Redstage, notes, is what really gives experimenting in the MOI big value to merchants.
“The visual nature of HiConversion’s tools for the MOI is unlike any other analytics tools available on the market. With these tools, we’re able to show our merchants exactly where and how their customers are engaging on their sites.”
— Patrick Johns, Channel Manager
CONCLUSION
Around the world, eCommerce merchants like US-Mattress, are experiencing huge gains through the experiments provided by the MOI. And you can too.
Read on to learn how you can join the Mobile Optimization Initiative today!