U.S. Polo Assn. a premier brand and retailer of home furnishings, luggage, accessories, shoes, and clothing for men, women, and children, was relatively new to selling online.
Thanks to early and continuing SEO efforts, site traffic was steadily increasing MoM; however, their conversion rate was failing to measure up.
They enlisted the help of Tinuiti’s CRO team to help pinpoint the issue, improve user experience, and increase conversion rates.
Optimizing for Conversions
Tinuiti’s CRO team reviewed U.S. Polo Assn.’s website analytics and found that along with overall site traffic, mobile users had increased as well. However, their website wasn’t optimized to cater to mobile users, impacting mobile conversion rates.
The CRO team decided to zero in on improving mobile conversion rates by creating more mobile-friendly product pages. After a combination of research and testing takeaways, Tinuiti proposed that static images on mobile product pages were to blame for poor mobile conversions.
If a mobile user wanted to view more images of a product, they had to select thumbnails individually. After viewing the thumbnail full-size, they had to close out the image and select another thumbnail.
The process failed to satisfy the instant gratification and quick browsing experience mobile users crave.
Tinuiti swapped out the static images on mobile product pages with swipe-able (carousel) images. In addition, they added a floating “Add To Cart” button on each product page.
These two adjustments made for a smoother, more seamless mobile experience by reducing the number of clicks a user had to make to go from viewing a product to adding it to their cart.
As a result, U.S. Polo Assn. gained a 7% increase in products added to cart, a 6% increase in completed transactions, and an overall lift of 14% in total revenue generated from the mobile site.