Zazzle is an online retailer that allows people to make customized products. They knew their unique, on-demand offerings were a perfect fit for mobile shoppers. By streamlining their mobile site for the most user-friendly experience and using Google AdWords, they saw huge success, including a 35% increase in conversion rates.
- Take lead in retail mobile commerce
- Increase mobile conversions
- Improve mobile user experience
- Integrated mobile into marketing strategy
- Developed mobile-friendly site
- Implemented and tested Google Mobile Ads
- Increased conversions by 35%
- Overall traffic coming from mobile grew by more than 100%
- Increased revenue driven by mobile ads by 296%
Few business opportunities have taken off as fast as the mobile web. For Zazzle, an online retailer which offers high quality customized products, mobile represents a growing and increasingly influential segment of the market, as well as a substantial opportunity to sizzle with customers. “Because Zazzle is an online retailer, it was important for us to develop a mobile site to improve our mobile user experience, enhance our brand, and increase conversions,” says Robin Harris, SEM marketing manager for Zazzle, Inc.
With over 80 million unique product designs and billions of product options available online, Zazzle customers can find themed products from designers across the globe, and from the world’s biggest brands, such as Disney, Marvel, and Hallmark. In addition to discovering something totally unique in the marketplace, consumers can customize products to fit their needs by changing styles and colors, or adding individualized images and text.
Because Zazzle is an online retailer, it was important for us to develop a mobile site to improve our mobile user experience, enhance our brand, and increase conversions.
Conversion rates rose by 35%
By 2013, more people will use their mobile phones than PCs to get online (Gartner) and 80% of customers abandon a mobile site if they have a bad user experience (Limelight Networks, 2011), which is prompting retailers like Zazzle to mobilize their sites as the foundation of their mcommerce efforts.
Zazzle used smart strategies in building its mobile site, including prioritizing the product content and purchasing icons users needed most. For example, cellphone cases performed better on their mobile website as compared to desktop website, so the team invested to funnel more traffic to the custom pages featuring cellphone cases. The number of available options was also reduced to simplify the product page. And to help drive conversions, the company launched a deal page specifically for the mobile site that offers coupons and discounts. For instance, the company offered 30% off of custom device skins on the mobile website. “Our conversion rate on mobile has increased by 35%, and we’ve seen a boost in sales from mobile devices of 186%,” says Harris.
Using web analytics platforms, Zazzle is continuously monitoring mobile interactions and using the insights to create a more user-centric site. The team, for example, discovered that some key buttons in the purchase flow were too small and increased their size to make the experience easier for mobile users.
Amping mobile impact: revenue driven by Mobile Ads increased by 296%
Once Zazzle established a mobile-friendly website, the company started building out advertising strategies to promote its mobile web presence by using Google Mobile Ads.
Google Mobile Ads proved to be good first step toward building its own customized mobile business: overall traffic coming from mobile devices grew by more than 100%. “Also, in terms of ad effectiveness, revenue driven by mobile ads increased by 296% in a 6 months span and we tripled our mobile investment. Mobile advertising continues to grow and conversion rates are improving—particularly on tablets” says Harris.
Zazzle expects to allocate more advertising budget to mobile as mobile performance continues to improve and people become more comfortable completing transactions on mobile devices. In addition, the team expects that more desktop transactions will be attributed to visitors who originate and investigate on mobile devices.
The company continues to refine its mobile presence to boost conversions and optimize the consumer experience. “The improved performance metrics on mobile tell us we’re on the right track toward providing a continually improved brand experience,” says Harris.