A mobile surge
Mango, the global fashion retailer, recently discovered a new challenge. Mobile visits to Mango’s online store were skyrocketing. In fact, the company’s Google Analytics 360 account revealed that 62% of all website traffic was coming in via mobile devices, a 50% increase year over year.
Yet, despite these promising numbers, the team also discovered that the number of mobile transactions still lagged behind desktop transactions. Continuously improving the in-store customer experience has always been part of Mango’s DNA, so it was only natural that the global retailer would take the same approach with its digital experiences.
Testing and tweaking
Mango’s objective was to ensure that it was as easy as possible for mobile users to find what they were looking for from the moment they arrived at the site. To accomplish this, Mango created several goals in Analytics 360 that would help it understand each stage of users’ paths to purchase, including: opening a menu, searching for (and clicking on) a particular product, and choosing a shipping method. Once these goals were created, Mango could measure how many users reached each of these steps, and further learn how users were exiting the purchase process.
Based on the insights discovered in Analytics 360, the team came up with new ideas for how they could improve the mobile shopping experience. Because Analytics 360 and Google Optimize 360 are natively integrated as part of the Google Marketing Platform, the team was able to seamlessly conduct website tests and understand the roles multiple devices played in the customer experience, including those of mobile and tablet screens.
One successful test involved the inclusion of an “Add” button in the product list page. Prior to this simple change, customers would have to actually click on a product and visit its individual page in order to add it to their shopping cart. It became clear that these extra steps were hindering the sales process. By incorporating an “Add” button, users could place a product directly into their shopping cart from the search results page. This new feature resulted in a 49% increase in users adding a product to their cart.
Real, measurable results
The Mango team can view all insights from its Optimize 360 experiments in Analytics 360 and analyze them by applying parameters such as device type and traffic source. The team can also use Analytics 360 to study the differing needs and behaviors of audiences in each of the 111 countries they serve, and then customize tests for each audience using Optimize 360.
While the test results gathered so far have been impressive, the real proof is in the company’s bottom line. After implementing small changes like those mentioned above, Mango saw a 4.5% uplift in mobile conversion rate and a 3.9% rise in mobile revenue.
Given the flexibility and results it’s already achieved using Analytics 360 and Optimize 360, Mango has ambitious plans for additional experiments in order to continuously improve the mobile experience for its customers around the world.
