Dynamic or Stagnant?
WhichTestWon's Analysis: (Click back to see versions A & B)
– Case Study –
PRO Compression, an eCommerce retailer, specializing in graduated compression socks, was looking for new ways to improve mobile conversion rates. Considering their large population of mobile traffic, and higher than average abandonment rates on mobile, PRO Compression teamed up with behavioral marketing partner, BounceX, to improve the mobile experience.
The lack of screen real estate on mobile devices often results in cumbersome navigation that presents roadblocks in the mobile user experience. As a result, most mobile shoppers end up browsing instead of buying.
By adding incremental and persistent ‘checkout’ messaging to their mobile navigation, PRO Compression expected to increase mobile conversion rates, as the idea of ‘checking out’ would become top of mind.
Winner: Version A – the dynamic shopping cart experience, with the countdown timer, drove a 10.68% lift in conversion rate over the control group.
- Variation A: 26.65% conversion rate
- Variation B (Control): 24.08% conversion rate
Note: While this test is a proof of concept test (dynamic cart vs. no dynamic cart) with the traffic split 50/50 between the dynamic cart variation and the control group, there was a copy test run simultaneously. Within Variation A, Pro Compression evenly split-tested 2 different copy versions:
Version 1: Timer Copy – “Your Cart expires within [20:00]”
Version 2: Count Copy – “You have [X] item(s) in cart”
Ultimately, Version 1’s urgent messaging slightly outperformed Version 2’s item count copy:
- Version 1: 26.65% conversion rate
- Version 2: 25.34% conversion rate
Think about the process you undertake when shopping on your phone. You’re probably browsing, window-shopping, scrolling through rows of products and categories.
It’s likely you’re also multi-tasking, only devoting half your attention to the phone screen in front of you. The other half of your attention may be spent watching tv, eating dinner, or chatting with your partner. With your diverted attention, you may add an item of interest to your cart, but to decide to come back later to actually make the purchase.
But how often do you ever actually visit your shopping cart or begin the checkout process while on your phone? Probably not often. In fact, while the industry average cart abandonment rate is roughly 67%, for mobile devices, specifically, that average is a painful 97%.
How’s that possible? Because most of the time, after adding those items to cart, you simply get distracted and forget you ever found them in the first place. Or maybe you tell yourself you’ll take a closer look on your laptop later, when you have your wallet handy or when you’re on a larger device where putting in your credit card info is easier. Whatever the reason – our mobile window-shopping ways almost always lead to abandonment, very rarely to conversion.
It’s a challenge faced by most e-tailers — the question of not only how to ease the mobile shopping experience, but also how to turn the mindset of mobile shoppers from “browse” to “buy” mode.
One solution is, rather simply, to prompt them to purchase.
Today, the mobile shopping experience most commonly mirrors that of Variation B, the control group, where the users’ tiny carts are lost at the top of the page, never to be seen again after the downward scroll.
But, what if we could make those carts a little less easily forgotten? PRO Compression tested this approach by implementing a dynamic shopping cart experience, with a countdown timer.
For users adding items to cart, then clicking back to the category pages to continue browsing, an aptly-named “conversion bar” appears along the bottom. This bar, following users as they browse the website, becomes a persistent reminder that there are items in the cart, waiting to be purchased.
The result? A serious uptick in conversion rate.
The cart transforms from a wish-list into a true shopping cart — and one that continually prompts you take a step towards making a purchase.
With this continual reminder, you can scroll your way through tons of products with a clear path to checkout at all times. (Except, of course, if you’re on a new product page where the retailer doesn’t want you to get distracted from adding more items to cart). You’re no longer able to simply forget the things you’ve added to cart, because they’re staring you in the face.
Looking deeper into the two-specific copy versions tested, the team at PRO Compression saw an uptick in conversion rate for the Version 1, featuring a countdown timer. The reason for that uptick? – Urgency. The idea of an expiring cart instills the audience with the “scarcity effect”, compelling them to take action for fear of missing out. For more detailed insight into the power of urgency, click here.
It really comes down to understanding the digital body language of your traffic. When users add items to cart, they’re expressing real interest in your product. Capitalize on that interest by ensuring it’s neither lost nor forgotten, regardless of how or where they’re browsing.
Don’t get lost in the mobile mindset. Sure, people behave differently when engaging on mobile devices, but your conversion goals remain consistent. Look for ways to adapt your business across every device to cater to the digital body-language of your traffic, while still driving your conversion goal.
Be memorable. Consumers today are distracted. Implement behavioral strategies to ensure you stay top-of-mind.
Understand your traffic. Observe what your visitors are telling you through their browsing behaviors. Identify the actions that are most valuable to your business and monetize them.
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