Case Study | Mobile-friendly websites

FragranceNet.com boosts m-commerce sales by 48% in four months with a mobile-optimized site Created to provide the largest inventory of genuine, brand name fragrances, skincare, candles, and aromatherapy at the lowest possible prices, FragranceNet.com discovered that the number of mobile visitors to its website was growing exponentially month by month. At the same time, the conversion rate from mobile visitors was not in line with the performance of the desktop website. About FragranceNet.com • www.fragrancenet.com/

Goals

• Take advantage of the explosive growth of m-commerce • Provide mobile visitors with a faster, more streamlined shopping experience • Boost sales on mobile • Drive mobile traffic • Leap ahead of the competition in mobile

Michael Nadboy, vice president of online marketing and strategic development for FragranceNet.com, and the company’s marketing team sought to remedy the issue. “One reason we suspected for the poor conversion rate was the lack of a mobile-optimized site,” says Nadboy. “So we set out to provide our mobile visitors with a faster, more streamlined shopping experience.”

“Four months after launching the mobile-friendly site, mobile users constitute 4% of sales, up from 2.7%—a 48% increase.” —Michael Nadboy, vice president of online marketing and strategic development, FragranceNet.com

Approach

• Created a mobile-friendly site with fewer graphics, larger font sizes, and bigger product images and buttons • Reduced checkout steps • Deployed Google Mobile ads

Results

• Boosted mobile traffic by 35% in three months • Increased mobile sales by 48% in four months • Optimized the mobile shopping experience • Created advantage over competitors without mobile sites

A mobile-friendly site: table stakes for the m-commerce game A mobile-friendly site can help a business connect with customers and increase sales, but a bad mobile experience can drive customers to the competition. With this in mind, FragranceNet.com got to work. The new, mobile-optimized site design features fewer graphics, larger font sizes, as well as bigger product images and buttons. FragranceNet.com also has improved the mobile site experience by reducing the number of steps required during the checkout process to decrease cart abandonment. Nadboy says a major goal was to do less merchandising on the mobile site, and get shoppers through the checkout funnel as quickly as possible. Before the mobile-optimized site was launched, traffic from mobile devices was 9.6%. After launching the mobile site, this increased to 13%, a 35% increase. FragranceNet.com is constantly updating the mobile site to improve mobile user experience, including tailoring the mobile experience for each user depending on if they are a new or returning customer. The company is further boosting traffic and sales on the mobile site through the use of Google Mobile Ads. The campaigns apply the same keywords used in desktop-targeted Google AdWords campaigns, but different copy, ad SiteLinks for discount coupons, and recommendations for “best seller” products that are targeted toward mobile users and smaller screen sizes.

About GoMo

GoMo is a Google-led initiative dedicated to helping businesses “Go Mobile” by providing them with the tools and resources they need to make their websites more mobile-friendly. On the GoMo website, businesses can see how their sites look on a mobile device using the GoMoMeter tool and get personalized recommendations for creating a more mobile-friendly experience. The site also has information on current mobile trends and mobile site best practices, as well as a list of developers ready to help companies build their mobile sites. For more information visit: http://howtogomo.com

“Four months after launching the mobile-friendly site, mobile visitors constitute 4% of sales, up from 2.7%—a 48% increase,” says Nadboy. “The performance of our mobile site has been in line with our current expectations, but we’re also well equipped for the very near future when the use of mobile devices to access and shop on the web is on track to eclipse the use of desktop computers.”

“The performance of our mobile site has been in line with our current expectations, but we’re also well equipped for the very near future when the use of mobile devices to access the web is on track to eclipse the use of desktop computers.” —Michael Nadboy, vice president of online marketing and strategic development, FragranceNet.com The company initially saw a dip in average order values (AOVs), but only because the merchandise available on mobile was more limited. After offering coupons and free shipping for orders over $70, AOVs are on the rise, and for FragranceNet.com, it’s just the beginning of their m-commerce efforts.

home page before

home page after

The new optimized website features fewer graphics, larger font sizes, as well as bigger product images and buttons.

© 2012 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 120806

FragranceNet.com boosts m-commerce sales by 48% in four ...

for FragranceNet.com, and the company's marketing team sought to remedy ... the use of Google Mobile Ads. The campaigns apply the same keywords used in.

1MB Sizes 0 Downloads 331 Views

Recommend Documents

FragranceNet.com boosts m-commerce sales by 48 ... Services
Created to provide the largest inventory of genuine, brand name fragrances, skincare, candles, and aromatherapy at the lowest possible prices,. FragranceNet.com discovered that the number of mobile visitors to its website was growing exponentially mo

FragranceNet.com boosts m-commerce sales by 48 ... services
Four months after launching the mobile-friendly site, mobile users constitute 4% of sales, up from 2.7%—a 48% increase.” —Michael Nadboy, vice president of ...Missing:

Big Bang Boosts Sales by 274% With Help From ... - Services
on all devices, channels, and in 18 offline stores. Red Orbit developed an analytics framework to define micro- and macro-conversions, key performance ... weather tracking, including temperature and weather conditions, based on users' IP addresses (w

Indivisible-By-Four-A-String-Quartet-In-Pursuit-Of-Harmony.pdf
... problem loading more pages. Retrying... Whoops! There was a problem previewing this document. Retrying... Download. Connect more apps... Try one of the apps below to open or edit this item. Indivisible-By-Four-A-String-Quartet-In-Pursuit-Of-Harmo

Autobytel boosts profits from AdWords over 60% by ... Services
Optimizing for total profit instead of a target CPA. Billy Ferriolo, Senior Vice President of Consumer Acquisition at Autobytel doesn't believe all clicks are created ...

Storage Company Boosts Site Visitors - APSA
Google Maps and Google search. “I was getting annoyed that ... most effective form of marketing, Tolva says. He updates it weekly, ... Google, this is the absolute best way to do it,” he says. “With Google Places ... Limited search engine leads

Software optimization significantly boosts storage ... - Media15
and related fields and been committed to providing Internet users with the best possible ... core of file services necessary for many businesses. ... Intel software development tools help Tencent improve storage performance, unleash hardware.

48 Acts.pdf
Page 1 of 1. This gift is given in memory of Steve Damm,. who would have turned 48 on Nov. 4, 2016. His life was cut short by brain cancer, but his legacy ...

48.pdf
Choose and write the correct answer for the following : 1×4=4. 1. Acrosome of sperm is found in. (a) head. (b) neck. (c) middle-piece. (d) tail. 2. The exchange of genetic material between chromatids. of paired homologous chromosomes during first. m

pdf-48\shadows-fall-by-simon-r-green.pdf
spinning a richer story from fewer threads. Copyright 1994 Reed Business Information, Inc. About the Author. Simon R. Green is the author of the Deathstalker ...

pdf-48\the-birmingham-roller-a-performance-pigeon-by-dave ...
You have actually been in right website to start getting this. information. Obtain the The Birmingham Roller: A Performance Pigeon By Dave Henderson link.

48.pdf
a1 Jo- a$tuan1tfi 8vrt"Ill&aualuuf l1: ua ?ouflftrn?1rruuQB. a1xna1ulun1t. nciuailuntuuavfiruurnarqu. "[m" o bbdo-egd tn:ar: druru o, afu. fiuru o sfu. ,r*rffi*t,.

tlk 48
Размеры: 48 x 48 x 98 мм. Классзащиты:IP 54. ... Trailer LightingKit / TLK-48. Tire Fender Wells / TFW-48 .... Pdf, Regulateur &mini-programmateur. K85, -, Pdf ...

of 48
Preescolar_Segundo_Grado_Mi_album_Libro_de_textodiarioeducacion.pdf. Preescolar_Segundo_Grado_Mi_album_Libro_de_textodiarioeducacion.pdf.

Software optimization significantly boosts storage ... - Media15
Improving performance, reducing storage costs, and contributing to a green data ... Tencent Data Center, contributing to energy savings and environmental ...

pdf-89\bayesian-networks-in-r-48-use-r-by ...
... biological and healthcare data sets may encourage the audience to. explore investigating novel paradigms using the approaches presented in the book. About the Author. Radhakrishnan Nagarajan, Ph.D. Page 3 of 10. pdf-89\bayesian-networks-in-r-48-u