If you’re like most eCommerce merchants today, you’re likely on a constant mission to learn how to boost your eCommerce sales.
And a hot eCommerce topic on most merchants’ minds right now relates to increasing mobile conversions (an area of eCommerce that has historically lagged behind desktop conversions).
Shoppers are now spending more time on mobile than any other device. Yet, while mobile is capturing consumer attention, this increase in mobile traffic is not equating to increased revenue for today’s eCommerce merchants.
In fact, according to research conducted by Statista, mobile-only accounted for 28.2% of all digital eCommerce dollars spent in the US in the first quarter of 2019, despite over 60% of eCommerce traffic coming from mobile.
This discrepancy between mobile traffic and actual dollars spent is what experts have coined as the mobile gap. Experts in the eCommerce field have speculated numerous for this gap — ranging from fragmented shopper attention to functionality issues related to mobile design.
But to really identify the root cause of the mobile gap (and find solutions to close it), real experimentation is needed to help merchants produce actionable and intelligent strategies for mobile commerce.
A BigCommerce Initiative to Increase Mobile Conversions
With this spirit of experimentation and quest for results in mind, PayPal recently partnered with BigCommerce, and analytics experts HiConversion to create an initiative to specifically help BigCommerce merchants increase their mobile conversions.
Called the Mobile Optimization Initiative (MOI), the initiative aims to help merchants identify mobile trends via real-time experiments run on merchant sites.
And the results have been impressive, to say the least. To date, participating merchants have experienced up to a 25% boost in their Revenue per Visitor (RPV).
How to Boost Your Ecommerce Sales: 3 Winning Experiments
The MOI continues to produce fascinating insights into shopper behavior related to mobile. The following are three experiments that have been doing particularly well for participating BigCommerce merchants so far:
1. Suppress Product-Level Breadcrumbs
Breadcrumb trails are a standard convention to help shoppers sort product views by category, determine which category a product is from, and find their way back if they make a wrong turn in their search. This experiment tests this tried-and-trusted convention to see if removing the product-level breadcrumb reduces visual distractions and results in better conversion rates.
Suppressing the product name in the breadcrumb trail has produced a positive lift in Revenue per Visitor (RPV) for all participating merchants. The lift is particularly high on mobile, with double-digit results across sites testing this experiment.
Who Should Try It?
Suppressing Product-Level Breadcrumbs is recommended as a way to simplify the product description page in order to increase conversions.
While the results from this experiment are predominantly positive, there were negative impacts when breadcrumbs were completely removed or oversimplified.
2. Coupon Code Collapse
Coupon Code Collapse has been tracking positive results for several months already. Since many shoppers don’t have a coupon code to redeem, an open coupon field may only encourage shoppers to leave the site to hunt for coupon codes — and not return to complete the transaction. This experiment provides merchants with the ability to collapse the coupon field to minimize distractions during the checkout process.
Making coupon fields available, but not prominent to the point of distraction, leads to boosts in RPV (and every metric) across all device types. The data shows that collapsing coupon fields encourage shoppers to complete their purchases, and doesn’t deter shoppers from using their coupons.
Who Should Try It?
Coupon Collapse is available for any merchant that has a coupon field prominently positioned on their cart page.
Merchants frequently using coupon codes as a marketing strategy, should approach this experiment with caution.
3. Remove Wishlist
Wishlists can provide shoppers with a way to procrastinate on making a purchase decision. By removing the feature and reducing the options available, the Add to Cart button will be the sole focus of the shopper. This experiment provides merchants with an option to minimize distractions and emphasize the Add to Cart button.
Removing the wishlist feature delivers positive results for all core metrics across all device types. Currently, we are seeing the greatest impact among mobile shoppers, as wishlists take up valuable real estate on a mobile device screen.
Who Should Try It?
Remove Wishlist is available for any merchant that currently has a Wishlist feature on their eCommerce site.
Fashion merchants should approach with caution as we saw mild dips in RPV in this industry.
Join The Initiative Now!
Merchants around the world are discovering powerful insights gained from the community-based approach of the MOI. And you can too.
Start conducting experiments on your own site by joining the MOI today.
Join the MOI today to learn how to boost your eCommerce sales through the power of community learning.