eCommerce optimization services are a great way for service providers to unlock new revenue streams. However, building optimization programs in isolation can require you to develop new skills or invest in expensive technology.
The Mobile Optimization Initiative offers a great opportunity to deliver high-performing eCommerce optimization services to clients in a cost-effective way.
Supported by BigCommerce, Paypal, HiConversion, and ShipperHQ, the initiative provides sponsored access to cutting-edge advanced optimization testing software, customizable marketing materials, and the full support of an entire community of experts to help you get started.
Here are three ways you can boost revenue with eCommerce optimization services through the Mobile Optimization Initiative:
- Help merchants optimize their entire funnel
- Adopt a mobile specialization
- Build seasonal eCommerce optimization services packages
1. Help merchants optimize their entire funnel
By demonstrating real value for merchants, you can grow existing client relationships strategically and generate more revenue for your business.
There is no better way to retain and grow client accounts than by showing how you can impact their bottom line. To do this, start by mapping out an existing client’s revenue funnel to identify where the client’s problem areas are.
The eCommerce revenue funnel has five stages. Users can enter the funnel at any particular stage since the buyer journey is no longer linear. Rather than focusing on pushing users along one prescribed path through the funnel, SIs should help merchants identify micro-conversions at each stage of the funnel to move users along from one stage to the next.
For example, a window shopper could either be converted to a shopper or to a buyer by making some slight modifications to the customer experience.
The emphasis should be on continuous testing at each stage in the funnel to ensure micro-conversion opportunities are maximized.
This will help you calculate how much your client is missing out on in terms of sales and help you make recommendations for where they should prioritize their optimization budgets.
Specifically, look for areas where shoppers are dropping out of the funnel and dig deeper to find some hypotheses to test. Once you’ve pinpointed some problem areas, start experimenting with different treatments to see how buyers behave.
The Mobile Optimization Initiative can help you build eCommerce optimization services for each stage of the revenue funnel, end to end, in a very efficient way. All tests are standardized across the community, which means they’re preconfigured and have already been tested by others.
There are over 130 experiments that span across the entire funnel so you can easily show the direct correlation between incremental website improvements and conversion and revenue growth.
2. Adopt a mobile specialization
Finding a specialization for your business is a great way to differentiate and drive business in new markets. Mobile is an area that’s experiencing high growth — by 2021, 53.9% of all eCommerce is expected to be generated via mobile.
Most eCommerce sites are mobile-friendly, but the buying experience remains largely the same as it is on desktop. As a result, mobile visitors are often treated to a clunky experience that results in high cart abandonment rates, low conversions, and a huge gap between desktop and mobile revenue — over half of all traffic comes from mobile devices, but mobile accounts for just one-third of revenue.
This presents a great opportunity for eCommerce service providers. By understanding the specific expectations of the mobile shopper, you can help merchants optimize their sites and get more revenue from this growing source of traffic.
The Mobile Optimization Initiative can help you win new mobile-related business. Firstly the initiative provides you with free marketing resources that you can customize and use to attract new clients with pre-packaged eCommerce optimization services. The initiative has an attractive 60-day sponsored trial that is a great lead magnet to capture new merchants.
Secondly, the Mobile Optimization Initiative conducts marketing of its own so many merchants sign up directly. A Mobile Optimization Initiative ambassador will speak with the client, ask them about their eCommerce goals, and pair them up with either their existing system integrator or agency partner or refer them to a new one.
Participating eCommerce service providers that are a good match will be referred to new clients that they can nurture and grow.
3. Build seasonal eCommerce optimization services & packages
Your merchants are laser-focused on maximizing seasonal revenue — summer sales, back to school, Halloween, and the holiday season are all key milestones on a retailer’s annual marketing plan. In fact, certain businesses (especially fashion, packaged goods, and luxury items) do up to 90% of their revenue during the holiday months.
Creating services offerings that address client pain points at specific times of the year is an excellent strategy. For example, you could offer an optimization package a few months before the holiday season to help merchants test and improve their sites for the better. Bundle several experiments that have proven to work during the past holiday seasons and position them as a holiday eCommerce optimization services package.
Sample Holiday Optimization Experiments Package
- Simplify the Cart Header
- Collapse the Coupon or Promo Code
- Add-to-Cart Transition to Minicart Pop-up
- Customize Holiday CTA Buttons
- Add Charitable Giving Options
Each of these experiments focuses on simplifying key points in the conversion journey or appealing to holiday shoppers’ state-of-mind. They’re all preconfigured as part of the Mobile Optimization Initiative so merchants’ results can be benchmarked against the wider community.
Since the holiday season is such a critical time for merchants, they may be apprehensive about testing at this time. However, the software used by the Mobile Optimization Initiative has a self-correcting feedback loop that minimizes the risks of experimentation by overplaying good experiences and filtering out bad ones. Merchants can remain in complete control of the risk level.
Don’t forget, merchants start thinking about peak shopping seasons at least six months in advance, so ensure you’re targeting them with winter holiday promotions in June or July.