Wondering how to improve the mobile UX? Here`s the answer!
It’s been three years since mobile Internet access overtook desktop Internet access in Italy as well. With more than 33 million active mobile users and 40% of online purchases made via mobile devices, the importance that online retailers should give to the mobile version of their site is becoming increasingly evident.
However, despite the significant increase in mobile traffic, we’re still not seeing the same increase in conversions that often still occurs on desktop computers. This depends on many factors, some of which are dictated by the fact that users prefer to buy on desktop computers, as well as the fact that many companies underestimate the importance of mobile in their strategy.
So how can you improve your site’s browsing experience to maximize conversions on mobile devices? The answer lies in A/B testing, a strategy based on continually testing for the best return on investment (ROI) of media campaigns.
Optimizing the mobile experience with A/B testing
Our team of mobile experts worked with Italian fashion brand Calzedonia group for over a year to identify best practices and optimize all group websites. The Calzedonia group’s sites have already seen a preponderance of mobile traffic: from 70% to 80%, depending on the brand. But the percentage of turnover from mobile is much lower, ranging from a minimum of 30% to a maximum of 60%.
We started with Tezenis, the youngest brand with the highest percentage of mobile traffic. After a UX analysis of the mobile site, we used the Google Optimize platform to run a series of validation tests.
Given the excellent results and ease of implementation, they extended this work to the Calzedonia and Intimissimi brand sites. After a year of working together, we were able to see that on the sites of the three brands that participated in the tests, the improvement in conversion rates on mobile devices was consistent. This shows that even a small optimization of mobile user experience (UX) can lead to significant revenue results.
5 tips to improve your site’s mobile user experience
To improve conversion rates on mobile devices, it’s always a good idea to be guided by A/B tests to understand what elements might make a difference for your customer segment. In addition, we’ve highlighted five mobile best practices to start with.
1. Show major categories on the home page
Adding key product categories to the home page has increased mobile conversions and overall revenue because it makes it easier to find categories. We chose categories from the most popular categories according to Google Analytics, which had an even more positive effect on conversions.
On the Tezenis Italia site, we noticed an 8% increase in conversion rates and a 7% increase in conversions after updating the homepage and adding the main categories to the center.
2. Put a search bar on the homepage
Placing the search bar on the homepage is the test that provided the biggest increase in conversions and sales. Depending on the country, it achieved an 11% increase in conversions and a 15% increase in turnover.
This does not surprise us, because our experience shows that customers who use the search function on the site are more likely to make a purchase. The search bar should always be displayed, especially on a site with a large product catalog.
3. Insert images in the hamburger menu
Images in the hamburger menu (a typical mobile site menu with three lines, making it look like a hamburger) help with comprehension and conversions. Tests of different brands have shown that images in the main menu help navigation and also have a positive effect on conversion rates.
For example, at Calzedonia France, we tested removing images from the hamburger menu and found a 5.45% decrease in conversion rates.
4. Make the product description clear
On the Tezenis product page, the brand allocated enough space to images, leaving the description of the individual product hidden, visible only when you click on the “Description” button).
Tests have shown that if a detailed product description is always in plain sight, it has a positive impact on conversion rates, in this case 3%.
5. Don’t add surprises at the checkout stage
Checkout is the most delicate part of the buying process. According to a Statista study, up to 82% of retail purchases are stopped at the checkout stage. The reasons can range from surprises in shipping costs to using the shopping cart as a wish list to compare prices. A 2015 study identified insecurity as a reason for cart abandonment, but the same 2019 study no longer considers this motivation a major one.
However, with the Tezenis brand, we tested adding a security sign to the cart and found that it negatively impacted conversions. Demonstrating that every assumption must be tested and that the needs of those who visit the site change over time.
