As the speed of change in eCommerce continues to increase, so too does the speed of change in buyer behavior. How can eCommerce merchants improve mobile conversion rates in a world where the only speed fast enough is instant?
Continuous testing and optimization are keys to success but traditional A/B testing cannot account for the dynamic, constantly changing user behavior of today’s demanding buyers. It simply isn’t powerful enough to move the needle to improve mobile conversion rates.
Suffice to say, without a significant investment in time and money, it can be difficult to know the right way to approach customer experience testing and optimization. However, BigCommerce and several other eCommerce leaders have come together to launch a community-based approach to mobile optimization testing.
The community offers more advanced testing options to improve mobile conversions in a more efficient way. It is accessible to merchants of all shapes and sizes via the Mobile Optimization Initiative.
What is the Mobile Optimization Initiative?
The Mobile Optimization Initiative brings together a diverse community of eCommerce experts and merchants with the shared goal of enhancing the mobile customer experience to improve mobile conversion and increase revenue.
Participating merchants conduct standardized customer experience optimization experiments on their sites and gain access to shared insights from other merchants in a collaborative community.
Standardizing experiments and sharing data across the community helps merchants optimize their sites faster than they could in isolation.
Here are three reasons why a community-based approach to testing superior to other forms of eCommerce testing:
- It provides access to collective insights and intelligence
- It creates efficiencies and enables faster learning
- An adaptive, dynamic approach makes it low risk
1. It provides access to collective insights and intelligence
The collective intelligence from community-based testing provides far richer insights to help inform a merchant’s testing and optimization strategy. That’s because deeper, more accurate insights come from larger sample sizes.
And while no two merchants are the same, they can still take valuable learnings from one another. By taking part in a community like the Mobile Optimization Initiative, merchants can see the cumulative insights of the entire community. And by sharing anonymized data with a community of peers, merchants can benchmark their own results against industry averages and gain useful insights based on the results of similar participants. All data is completely secure so merchants only see (and share) aggregated, anonymized data for the community.
Merchants can also quickly apply standardized tests to learn about optimizations that they may not have considered in isolation. Standardized tests are preconfigured experiments that are based on an overarching strategy to optimize customer experiences and improve mobile conversion at every stage of the buyer journey.
By using standardized testing, merchants can implement experiments faster, optimize in real-time, and gain access to insights based on their own experience as well as insights shared by the wider community.
2. It creates efficiencies and enables faster learning
Testing and optimization take a lot of time and resources — sometimes more than the average eCommerce merchant is willing or able to dedicate. Unlike the Amazons of the world, most merchants simply can’t scale a continuous testing strategy using the advanced testing and optimization required to make an impact and improve mobile conversion.
Regular A/B testing approaches need a lot of data. It takes time to set them up and it can take even more time for merchants to gather enough data to be statistically significant. By the time merchants have enough data to make optimization decisions, buyer behavior has changed again and the data is outdated.
A community-based program like the Mobile Optimization Initiative offers merchants access to enough statistically significant data to inform decisions faster. The preconfigured, tried-and-tested experiments can be applied quickly and adapt in real-time to buyer behavior on every individual site.
And while every merchant’s site will perform differently with each experiment, the community provides excellent insights and benchmarks — based on lots of anonymized data — that merchants can use to make informed testing decisions and prioritizations.
The community adds new tests all the time based on industry and community trends to help merchants keep up with constantly changing buyer behavior. This helps merchants cut down on research time, learn faster, and implement testing and optimization strategies quickly and efficiently.
3. An adaptive, dynamic approach makes it low risk
With traditional A/B testing, merchants can impact conversions and revenue negatively by running poorly performing tests until they reach statistical significance. Depending on the traffic volume and the significance of test results, this could end up taking a considerable amount of time — and cost a lot in lost revenue.
The Mobile Optimization Initiative uses a smart testing platform, powered by HiConversion, that allows merchants to control the risk tolerance of their experiments. Working with eCommerce experts or their system integrator of choice, merchants can select their own risk tolerance level and the testing software will respond accordingly.
The Initiative uses a process of continuous adaptive testing called adaptive experience optimization:
- The process has a self-correcting feedback loop that minimizes the risk associated with experimentation by overplaying good experiences while filtering out the bad ones to ensures conversions are maximized — even during experimentation.
- The machine learning algorithm continuously detects behavior and adapts to visitor preferences.
Membership of the Mobile Optimization Initiative is free of charge to qualifying merchants for a limited time. Why not sign up to see how it can improve mobile conversion and have a positive impact on your bottom line.