Optimizing Mobile Home Page Increases Conversions for Wedding Shoes Website

Optimizing Mobile Home Page Increases Conversions for Wedding Shoes Website


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Elegant Steps presents a big number of wedding ceremony footwear within the UK, each on-line and in retailer. Greater than 50% of its customers are new, feminine customers discovering the web site organically by means of cellular. The majority of them are brides-to-be who're in search of wedding ceremony footwear.


After taking a look at Elegant Steps’ Google Analytics (GA) knowledge, it was discovered that whereas its desktop web site was changing at 2%, the cellular model was changing at a a lot decrease zero.6%.


Hit Search, a digital advertising company, used VWO to assist Elegant Steps dig deep into the issue. They used GA, heuristic evaluation, and VWO’s scrollmap and heatmap capabilities to seek out that:

  • Hardly any guests have been scrolling sufficient to succeed in the Store by Model part on the house web page.
  • Elegant Steps’ three essential USPs, together with free delivery, weren’t showing above the fold on cellular.
  • The textual content on the house web page picture was onerous to learn as a result of it was the identical shade because the background.

That is how the house web page seemed on cellular:



Armed with these observations, Niall Brooke from Hit Search set about optimizing the cellular residence web page to repair the issues. It was determined to:

  • Introduce the Store by Model part greater up on the web page, because the presence of a longtime identify is understood to assist instill trust and assuage fears.
  • Many research have discovered that unexpected shipping cost is the most important purpose for cart abandonment. It was hypothesized that displaying “Free Delivery” above the fold will assist scale back bounce and encourage customers to proceed down the conversion funnel.
  • Change the CTA copy from the generic “Store Wedding ceremony Footwear” to the possessive, “Discover my new wedding ceremony footwear.”
  • Change the textual content colour on the picture for the textual content to be readable.

That is how the variation appeared:



Hit Search ran the brand new model of the house web page towards the unique just for cellular guests, utilizing VWO’s concentrating on functionality. Niall set VWO’s Bayesian-powered statistics engine to “Excessive-Certainty” mode, and the outcomes kicked in inside a month.


“The outcomes have been constructive with virtually a threefold improve in conversions and virtually a 50% drop in bounce price,” stated Niall.

In his closing ideas, Niall had this to say, “VWO is an excellent all-round conversion optimization platform which we use each day to carry out consumer evaluation, A/B and cut up exams,” he added.

Cellular an afterthought?

In response to a 2015 report, the typical conversion price for cellular web sites within the US was 1.32%, considerably decrease than its desktop counterpart (three.82%). Although studies have recommended that guests principally use cellular for analysis functions and make the precise buy by means of desktop web site, there’s no denying that on-line retailers are nonetheless leaving cash on the desk. We might like to know your ideas about optimizing cellular web sites. When does it turn out to be necessary so that you can begin taking a look at cellular optimization? Simply hit us within the feedback part under.