“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
Standardized Experience Optimization for Shared Insights
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.
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.
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.