Strategy Centre

Optimising Your Mobile Site can Increase Revenue by Over 150%

  
09 June 2015 15:17
  

Optimising Your Mobile Site can Increase Revenue by Over 150%

During April and May 2015 we undertook conversion rate optimisation projects for two IRP clients.

The primary aim of each project was to optimise all areas of the clients’ websites to maximise the full potential of IRP software.

The results made it clear that our initiatives had a much greater impact than we originally expected.

Approach

After initial research, we agreed to focus on the companies’ mobile sites as they had the most potential for conversion optimisation. The mobile sites were receiving a high volume of traffic yet they had low conversion rates and were generating relatively lower revenue.

We completed the website analyses in early April. We found that we could improve over one hundred areas of the websites. It was time to start implementing and testing changes throughout the sites.

Initiatives

We made some major changes to improve user experience and to make the websites more trustworthy. Some of the areas we worked on were as follows:

  • We improved the mobile home pages by displaying multiple promotions;
  • We added the top-selling categories to the home pages;
  • We updated the CSS stylesheets to improve the interfaces and user experience;
  • We ensured that all content viewable from the sites was mobile-friendly;
  • We optimised images to improve site speed;
  • We added Trustpilot reviews and branding to increase viewers’ trust;
  • We added security messaging to the checkouts;
  • We improved customer journeys through the sites.

Results

After four weeks of running multiple tests, it was time to analyse the results to see what effect our changes had made.

As noted previously, our focus was on the mobile sites. As we had implemented the majority of changes by May 21st, we have used this date as the start date for comparison purposes.

Results for Mobile Website 1

The following graph shows revenue generated from the mobile version of the first client’s website between January and May 2015. As noted above, we used May 21st as our start date for measuring the effects of our changes.


Results for Mobile Website 1

Using Google Analytics to compare May 21st — June 7th with May 3rd — May 20th, we found that:

  • Revenue increased by 70%
  • Transactions increased by 28%
  • Conversion rate increased by 20%

And when we compared May 21st — June 7th with April 21st — May 8th, we found that:

  • Revenue increased by 68%
  • Transactions increased by 20%
  • Conversion rate increased by 8%

Results for Mobile Website 2

The following graph shows revenue generated from the mobile version of the second client’s website between January and May 2015. As before, we used May 21st as our start date.


Results for Mobile Website 2

Using Google Analytics to compare May 21st — June 7th with May 3rd — May 20th, we found that:

  • Revenue increased by 152%
  • Transactions increased by 55%
  • Conversion rate increased by 36%

And when we compared May 21st — June 7th with April 21st — May 8th, we found that:

  • Revenue increased by 127%
  • Transactions increased by 40%
  • Conversion rate increased by 8%

Conclusion

The results from our work on these two websites reinforce two key facts:

  • You need to keep your mobile site up to date, and
  • You need to continually look for ways to improve your mobile site.

Further, the results show that it is important that your mobile site:

  • Has a clean interface, and
  • Is user friendly.

These things ensure that visitors enjoy browsing your site and can easily find what they are looking for.

By providing your customers with this optimised way of connecting with your company, you will improve your brand perception and the trust that customers have in your business.

Even if your customers do not check out on their mobile devices, they are more likely to revisit your site on a desktop to complete their transaction — because they have had a successful first visit on your mobile site.

The story continues

Our conversion rate optimisation projects are ongoing with these websites. We will continue to implement improvements, test the effects and monitor the results.

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