The team at Balance Internet have been active participants in the global Mobile Optimisation Study at www.mobileoptimized.org. We have 4 qualified merchants in Australia that have gained access to a range of standardised optimisation experiments customised for their online store, which will not only drive additional mobile revenue but also revenue uplift across the board including desktop and tablet sales.
Balance Internet and these merchants have gained shared insights into what mobile practices will best work for based on the results of similar participants.
As part of this study, the team at Balance Internet are keen to share our observations and learnings along the way. Here are 5 thought starters…
1. Mobile is the Monarch (King or Queen )
Consumers are spending more of their time on mobile than on any other device, yet that additional time is not translating to more revenue for merchants. The Paypal mCommerce Index – Annual Report has some great statistical observations with an Australian Context including…
- Over 70% of Australian Smartphone owners are buying using their mobile
- 12% of consumers are now mobile shopping on a daily basis
- One-quarter of all online sales are now via Mobile
- 47% of consumers are ANNOYED when sites don’t work correctly on mobile
- Millennials are the most demanding and 1/3 have abandoned purchases that weren’t mobile-optimised.
2. Choose experiment or A/B test that suits your vertical
Merchants typically don’t know where to make improvements and how to measure effectiveness. By undertaking A/B testing you can undertake experiments that are relevant to your vertical and your customer personas. Over 120 active experiments and growing have been undertaken and some of the results so far are published here.
3. Collapse your coupon, voucher or gift codes area
Coupon, voucher and gift card codes are a popular sales tactic in online shopping — so much so that there are entire sites now dedicated to revealing coupon and voucher codes. But when the option to use coupons during checkout is made too prominent and uses too much real estate, shoppers can become distracted and fail to complete their purchase. This experiment recognises that and provides merchants with the ability to collapse the coupon field to minimize distraction during the checkout process. This experiment has had an over 60% success rate so far.
4. Place the security icon in a prominent position
The presence of a Security Icon will ease consumer concerns over the security of a site and make them more likely to complete their purchase. This experiment really surprised me…… So simple yet so effective. The easiest move is to add so security context to your checkout button “Checkout securely (add a lock icon).”
5. Embrace these 8 steps to mobile happiness
- Think mobile first when you design.
- Simplify your navigation and remove friction.
- Ensure keyboards are field sensitive. For example, if numbers are needed, present the numeric keypad.
- Always have your Add to Basket and Checkout buttons on the screen. Go the floater.
- Support a wide range of devices.
- Have a fast page load time.
- Handle errors smoothly and tie in customer service approach via mobile.
- Perfect your mobile payment process and offer multiple payment options.