2019 Q1 Findings from the Mobile eCommerce Optimization Initiative

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Early results from the Q1 2019 Mobile eCommerce Optimisation Initiative with PayPal and Magento are in! Since joining the Initiative, we’ve been seeing some very exciting results, and last quarter is proving just the same.

Building on last quarter’s theme of simplicity, this quarter’s analyses are all about testing conventional eCommerce features we take for granted — and boosting your revenue per visitor (RPV) as a result. This quarter focused specifically on three conventional features that merchants often implement without question:

  1. Wishlists
  2. Breadcrumbs  
  3. Continue Shopping Buttons

Many of the experiments are producing extremely interesting insights that are making us reconsider these conventional, or ‘tried and true’ features; while other experiments are revealing that conventional features can be improved with some insightful tweaks.

In this blog, we’ve given a breakdown of the experiments we are performing on these three conventional features to help you optimise them for better results.

Here are the experiments:

TRIED AND TRUE FEATURE #1: WISHLISTS

A related hypothesis holds that sites lose conversions due to information friction on their website, suggesting that the “add to wishlist” is an unnecessary distraction. It allows shoppersto procrastinate and makes it easy for them to postpone the purchase, therefore removing the button will encourage shoppers to focus on completing their transaction. Removing the “add to wishlist” button appears to be increasing shopper urgency to complete their purchase. So far the community is seeing positive results across all device types and a 5.63% RPV lift on mobile sales from this experiment.

TRIED AND TRUE FEATURE #2: BREADCRUMBS

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Three separate experiments are being conducted related to breadcrumbs:

  1. Suppressing the product-level breadcrumb

We hypothesised that, by discontinuing the use of the product name, the last level of the breadcrumb trail, it will reduce visual distractions and result in higher RPV and may increase mobile eCommerce growth.

2. Simplifying the breadcrumb trail

These navigational links can sometimes be excessive, when this happens breadcrumbs end up being puzzling and confusing for the shopper. This experiment simplifies the breadcrumb trail to one level above the product, hoping to reduce visual distractions and result in higher RPV.

3. Removing breadcrumbs altogether

We assumed that some websites do not require breadcrumbs because they already have an effective navigation tool such as a main menu and a secondary navigation. Breadcrumb trails should be used only for an additional navigation tool. Therefore, we decided to remove the breadcrumbs altogether, reducing visual distractions during the checkout process, which should result in a higher RPV.

Of these experiments, only suppressing the product name in the breadcrumb trail is producing positive results — showing a 17.21% RPV lift on mobile devices.

TRIED AND TRUE FEATURE #3: CONTINUE SHOPPING BUTTON

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Two experiments are being run on the “continue shopping” button:

  1. Suppressing the “continue shopping” button to reduce distractions for the buyer

We hypothesised that, the “continue shopping” button interrupts and creates noise for other critical, more significant calls of action on the cart pages. This experiment examines whether removing the “continue shopping” button completely from the cart page will reduce distractions for the buyer and increase conversions.

2. Reconfiguring the “continue shopping” button to perform a more user- friendly action — returning the buyer to the last shopping category or the product detail page

We are rearranging the “continue shopping” button to be more convenient to the shopper, instead of redirecting the shopper to the homepage where it requires more effort for the shopper to go back and find the products that interest them(which is why most shoppers leave the website). Instead, this experiment returns the buyer to the last shopping category or the product detail page when the “continue shopping” button is selected. We hypothesised that this will increase the RPV.

Experiment 1: Suppressing the Continue Shopping Button

Over 69% of mobile checkouts are seeing a modest lift in RPV when the “continue shopping” button is suppressed.

Experiment 2: Reconfiguring the Continue Shopping Button

The community is seeing a marginal reduction in RPV among mobile device users and an enormous jump of 21.02% in RPV among desktop users when the “continue shopping” button is reconfigured to point buyers back to their last shopping category or product detail page.

Join the Mobile eCommerce Optimisation Initiative!

The Mobile eCommerce Optimisation Initiative continues to grow and with it, so do the insights into mobile optimisation strategies!

We encourage anyone interested in building the future of mCommerce to get involved. In the meantime, have a look at the experiment results — they are surprising!

Have any questions about the Initiative?

Get in touch with us today.

We’re happy to share our experience.