LIVE MOBILE COMMERCE EXPERIMENTS

Over 130 active mobile ecommerce experiments and growing.
Check back often for updated results and new experiments to help improve your mobile commerce strategy.

AUTO SELECT SHIPPING METHOD

This experiment aims to optimize merchants’ shipping offerings — simplifying a step in the critical checkout process — and increasing the likelihood of a conversion from the shopper stage to the buyer stage of the checkout funnel.

2.08% Mobile RPV Lift

HIDE CHAT IN CART AND CHECKOUT

Additional elements on a cart or checkout page can distract users and prevent them from completing their purchase. Eliminating the chat function from the cart and checkout pages should help to keep the focus on the checkout process.

15.2% Mobile RPV Lift

DISPLAY CART TOTAL IN HEADER

Displaying the cart dollar total could help bring cart items back into focus, reduce sticker shock, and encourage users to convert from the shopper stage to the buyer stage of the checkout funnel.

4.13% Mobile RPV Lift

FLOATING ADD-TO-CART BUTTON

This experiment seeks to determine whether a floating add-to-cart button helps to expedite users from the window shopper stage to the shopper stage of the checkout funnel.

0.71% Mobile RPV Lift

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.

-4.56% Mobile RPV Lift

POP UP MINICART

Keeping customers on the product details page (PDP) if they’ve added the item to the cart is not ideal as it requires users to take additional steps to checkout. Opening a pop-up minicart on the PDP will prompt the customer to complete the purchase and improves the shopping experience.

0.41% Mobile RPV Lift

REMOVE WISHLIST

Removing wishlists appears to negatively impact mobile users who use this feature to help them make later purchases on desktop.

-3.03% Mobile RPV Lift

SUPPRESS PRODUCT-LEVEL BREADCRUMBS

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

3.16% Mobile RPV Lift

SIMPLIFY BREADCRUMBS

Simplifying the breadcrumb trail to one level above the product is having a positive impact on RPV across mobile while providing a negative impact on desktop.

2.13% Mobile RPV Lift

REMOVE BREADCRUMBS

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

-9.57% Mobile RPV Lift

SUPPRESS CONTINUE SHOPPING BUTTON

Suppressing the “continue shopping” button reduces distractions for the mobile shopper and increases conversions and RPV.

1.71% Mobile RPV Lift

RECONFIGURE CONTINUE SHOPPING BUTTON

Reconfiguring the “continue shopping” button to return the shopper to the last shopping category or the product detail page appears to offer a more user-friendly action — slightly increasing RPV on mobile and desktop.

0.60% Mobile RPV Lift

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.

1.46% Mobile RPV Lift

FLOATING CHECKOUT BUTTON

Adding a floating checkout CTA that is always visible, so the shopper can easily move forward to checkout.

0.53% Mobile RPV Lift

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.

0.66% Mobile RPV Lift

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.

6.60% Mobile RPV Lift

ZIP CODE AUTOFILL

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

4.55% Avg RPV Lift

CREDIT CARD AUTO DETECT

Automatically detecting credit card type based on numbers typed should reduce required user actions and reduce friction.

1.97% Mobile RPV Lift

PAYPAL EXPRESS CHECKOUT BUTTON

Adding the PayPal Express Checkout button to key shopping areas (e.g. mini carts, product detail pages, and cart pages) allows customers to bypass the conventional checkout funnel and complete their purchases faster.

3.12% Mobile RPV Lift

CHECKOUT CTA SECURITY LOCK

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

2.06% Mobile RPV Lift

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

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

“The Mobile Optimization Initiative has given us an opportunity to explore A/B testing in-depth with the support of some fantastic platforms and businesses. One client found they could make £15k extra a month simply by applying 3 winning tests, another is using the results to influence designs for their new website build. It has been beneficial for every single one of the clients that has joined.”

– Sophie Alway, E-Commerce Product Manager, Gene Commerce

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.

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.

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.

Adaptive Algorithms

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

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.

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

STANDARDIZE THE EXPERIMENTS

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

APPLY TO MANY MERCHANT SITES

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

ROLL UP ANONYMIZED DATA AND LEARN

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

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

*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.

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A valuable desktop resource for eCommerce merchants and SIs interested in optimizing their sites.

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