According to Euromonitor International, global consumers will spend an estimated $6.77 trillion on goods and services online — double the digital commerce spend from just five years ago. However, as eCommerce businesses continue to grow, so too will the services required to support them.
The Mobile Optimization Initiative — a new community-based testing approach supported by PayPal, HiConversion, ShipperHQ, and BigCommerce — can help eCommerce system integrators and agencies differentiate themselves with service offerings that make a big impact on merchants’ bottom lines.
The community approach to eCommerce testing allows system integrators and agencies to offer a range of cutting-edge testing and optimization services with no risk and little or no upfront investment.
Here are four ways the Mobile Optimization Initiative can help you differentiate your eCommerce services business:
- Offer dynamic alternatives to A/B testing
- Deliver valuable insights, not overwhelming data
- Help merchants get more revenue from mobile shoppers
- Create scalable — or productized — services
1. Offer dynamic alternatives to A/B testing
Most eCommerce service providers offer static testing models like A/B testing. However, in today’s experience-driven economy, linear visitor behavior has been replaced by a highly fragmented path-to-purchase. Buyer behavior changes constantly, so best practices become outdated very quickly. As a result, merchants need more than just A/B or even A/B/C/D testing.
The Mobile Optimization Initiative can help eCommerce service providers differentiate by providing an approach to testing that accounts for the dynamic, multivariate world of eCommerce. This type of testing is known as adaptive experience optimization and is completely superior to any other testing available today because:
- It applies artificial intelligence to the testing process to detect and adapt to visitor preferences in real-time
- Its self-correcting feedback loop minimizes the risks of experimentation by overplaying good experiences and filtering out bad ones
- It can be run continuously so merchants can constantly adapt to new behaviors in real-time and avoid getting stuck in a rut with so-called “best practices”
Adaptive experience optimization is the technology used by the Mobile Optimization Initiative. The Initiative’s community-based approach gives eCommerce service providers access to tried-and-tested eCommerce experiments and anonymized mobile conversion data from millions of transactions in real-time.
With more data and a deeper understanding of how shoppers behave, solutions providers can identify opportunities to help clients make better optimization decisions faster than they could by testing in isolation.
2. Deliver valuable insights, not overwhelming data
The eCommerce industry is so successful as it has a vast amount of data that can teach us about buyer behavior. However, because of the sheer quantity of data, it can be difficult to find actionable insights. By making sense of the data and helping merchants pull useful insights, system integrators and agencies can differentiate themselves.
Today merchants struggle to make sense of the mobile eCommerce gap, i.e. the phenomenon whereby mobile accounts for approximately half of eCommerce web traffic worldwide but that traffic only accounts for one-third of eCommerce sales. Despite the wealth of data, merchants struggle to gain insights to answer questions like:
- What do mobile users do?
- Where do mobile users bounce?
- What drives mobile conversion rates?
- What impacts Revenue per Visitor (RPV) on mobile?
As a reminder, data is just raw numbers, information is data presented in an understandable way, and insight is the presentation of data, information, and context that can help inform decisions about a particular situation or phenomena.
Data is just raw numbers
Information is data presented in an understandable way
Insight is data and information presented in context to help inform decisions
As eCommerce has become data-driven, other service providers have mastered the gathering of data rather than the interpretation of that data. This is where savvy system integrators and agencies can differentiate themselves.
By joining the Mobile Optimization Initiative, system integrators and agencies gain access to a large pool of anonymized aggregated data, information, and insights from participating eCommerce merchant sites. The data is analyzed for key performance metrics like Revenue per Visitor (RPV), conversion rate (CR), and average order value (AOV) and presented with actionable recommendations and guidelines for future eCommerce optimization.
3. Help merchants get more revenue from mobile shoppers
Mobile eCommerce is the future. According to eMarketer, the average US smartphone user spends 3 hours, 10 minutes per day on their device. By 2021, it’s expected that 53.9 percent of all eCommerce revenue will come from mobile.
However, today the mobile eCommerce gap persists. Service providers that can demonstrate the ability to help merchants close that gap will benefit greatly. The Mobile Optimization Initiative was established to help system integrators and agencies support merchants in their efforts to close the gap.
By specializing in niche areas of mobile commerce like progressive web apps (PWA), mobile optimization, and experiential commerce, system integrators and agencies can create key points of differentiation to set themselves up for success and position themselves as trusted advisors to their clients.
4. Create scalable — or productized — services
Since system integrators and agencies are service businesses, they can be challenging to grow. Skills and time are limited resources so, to scale services, they have to be relatively repeatable.
Scalable services can help system integrators and agencies differentiate by delivering a packaged, repeatable service at a fixed or tiered cost. By systemizing every detail of the delivery of that service, system integrators and agencies can deliver it at a lower cost and serve more clients.
The Mobile Optimization Initiative enables system integrators and agencies to build experimentation and optimization packages that focus on every area of the eCommerce sales funnel — navigation, product details pages, checkout, shopping cart, and so on.
Because each of the experiments is standardized and runs across the community, it’s easy to bundle them into packaged, repeatable services. These services provide a great opportunity for eCommerce service providers to deliver high-performing optimization tests, actionable insights, and create new recurring revenue streams. In a recent survey of participating system integrators and agencies, 91% agreed the Mobile Optimization Initiative is a key business differentiator and 48% won new business as a result.
agreed that the Mobile Optimization Initiative is a key business differentiator
won new business through the Mobile Optimization Initiative
One system integrator said, “The Mobile Optimization Initiative adds a level of credibility to our recommendations to clients. We use it as a tool to focus merchants’ minds and budgets on doing something about mobile conversion. Clients have valued the ability for them to report to senior management about what they are doing to increase revenue.”
Differentiation can be difficult but it doesn’t have to be. With the Mobile Optimization Initiative, eCommerce service providers can demonstrate real value to their clients by moving the needle on mobile conversion rate, average order value (AOV), and Revenue per Visitor (RPV) metrics. And there’s no better differentiator than delivering more revenue to your eCommerce merchants.
Learn more or join the Mobile Optimization Initiative and start differentiating your practice today.