LIVE MOBILE COMMERCE EXPERIMENTS

Over 120 active mobile ecommerce experiments and growing.
Check back often for updated results and new experiments to help improve your mobile commerce strategy.

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CLEAR CART

By removing or de-emphasizing these non-essential buttons, merchants will reduce distractions in the critical checkout funnel, streamline the checkout process, and increase conversion rates.

-4.98% Mobile RPV Lift

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POP UP MINICART

Keeping customers on the product details page (PDP) of the item they’ve just added to the cart is not an ideal user experience. Opening a pop-up minicart on the PDP will prompt the customer to complete the purchase immediately.

2.61% Mobile RPV Lift

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REMOVE WISHLIST

Wishlists take up valuable real estate on a mobile device screen. Removing the feature keeps the focus on the action of purchasing — increasing the likelihood of conversion.

1.86% Desktop RPV Lift

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SUPPRESS PRODUCT-LEVEL BREADCRUMBS

Suppressing the product-level breadcrumb removed distractions for mobile users and is having an overwhelming impact on RPV.

16.28% Mobile RPV Lift

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SIMPLIFY BREADCRUMBS

Simplifying the breadcrumb trail to one level above the product is having a negative impact on RPV across all devices.

-2.75% Mobile RPV Lift

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REMOVE BREADCRUMBS

Altogether removal is having significant negative impact across the board. Suffice to say, shoppers love breadcrumbs!

-22.75% Tablet RPV Lift

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SUPPRESS CONTINUE SHOPPING BUTTON

Suppressing the “continue shopping” button reduces distractions for the mobile buyer and increases conversions and RPV. This experiment is having a positive impact on over two-thirds of mobile users.

1.71% Mobile RPV Lift

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RECONFIGURE CONTINUE SHOPPING BUTTON

Reconfiguring the “continue shopping” button to a more user-friendly action and returning the buyer to the last shopping category or the product detail page — appears to increase RPV. While this is having a small negative impact on mobile users, desktop users are responding surprisingly well.

3.57% Desktop RPV Lift

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COUPON COLLAPSE

This experiment reduces distractions during checkout by collapsing the coupon and promo code field. It has shown an increase in revenue across all devices.

61.2% Success Rate

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FLOATING CHECKOUT BUTTON

Adding a floating checkout CTA that is always visible so the shopper can easily move forward during checkout should increase ecommerce conversions.

0.92% Mobile RPV Lift

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SIMPLIFIED CART HEADER

Removing elements from the cart header reduces distractions from checkout and increases the likelihood of shoppers completing their purchase — driving more revenue across all devices.

2.84% Desktop RPV Lift

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AUTO CART UPDATE

Adding this ecommerce optimization strategy reduces the manual steps shoppers need to take during checkout and has been shown to boost revenue, especially significant on desktop.

89.0% Success Rate

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ZIP CODE AUTOFILL

Visitors don’t like filling out form fields in general. Typing errors are frequent and inevitable.

5.71% Avg RPV Lift

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CREDIT CARD AUTO DETECT

Automatically detecting credit cart type based on numbers typed should reduce the number of form selections by the user and reduce friction.

56.6% Success Rate

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CHECKOUT CTA SECURITY LOCK

Add a security lock to the checkout CTA to make the user feel more secure when checking out.

1.20% Tablet RPV Lift

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MINI CART CHECKOUT CTA

Eliminate unnecessary steps between shopping and checkout by allowing visitors to go to checkout from any page in their journey.

In Progress

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MOBILE PHONE INPUT

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.

In Progress

START YOUR MOBILE EXPERIMENTS TODAY

TECHNOLOGY

Optimization of the checkout funnel is a highly complex and technical task that requires the use of advanced data analytics and smart optimization algorithms.

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Standardized Experiments

Magento platform-specific optimization templates were built on the foundation of recommended ecommerce best practices, simplifying experiment setup and enabling cross-merchant data roll-ups.
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Parallel Experiments

This initiative allows for many experiments running parallel to broaden the scope of the data and uncover the best ensembles, which are groups of treatments that play well together.
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Adaptive Algorithms

Self-learning algorithms minimize the risk of experimentation through dynamic allocation of more traffic to winning treatments in real time.
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Embedded Analytics

Optimization experiment-specific tracking of rich activity data is pre-embedded on the Magento platform, enabling analysis across a wide range of visitor attributes without the need for tagging.
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Cross-Merchant Insights

The use of standardized experiment templates enables roll-out of data at both the micro and macro levels — from individual participant results to industry-wide metrics.
LEARN MORE ABOUT THE INITIATIVE

METHODOLOGY

Standardized Experience Optimization for Shared 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.

START YOUR MOBILE EXPERIMENTS TODAY

INSIGHTS

Our goal is to continuously dig deep into the complexities and realities facing the mobile shopper and how these realities shape their buying journey. The resulting insights will guide successful ecommerce strategies.

Nothing happens In isolation

Shopping on mobile devices is quite often a completely different experience from shopping on desktop and tablet. The experiments that we run can have both a positive and negative effect on sites depending on the site environment and user preferences. Nothing happens in isolation; every situation can be different from site to site.

There are unintended and unexpected results

Some experiments go more or less as predicted with the only variable being whether the impact or lift of the experiment is narrow or wide. However, some experiments can go in the complete opposite direction of what we predict. We’re finding out that you can’t always predict human behavior and that there can be intended (negative) consequences even despite the best intentions.

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AN INITIATIVE SUPPORTED BY

Magento An Adobe Company | hiConversion | PayPal

*Funding for this initiative is provided by PayPal. HiConversion and Magento Business Intelligence provide both expertise and licensing for their respective products. All tests and results are conducted independently by the community of participants.