Interior design brand Graham & Brown has reported an increase in average order value (AOV) and conversion rates after implementing a testing strategy focused on the mobile experience.

One significant change was to reduce the length of the product pages on mobile, hiding alternative product images from the main view, but making them available by scrolling via the main image. This increased conversion by 36 per cent and average order value (AOV) by 5 per cent.

Graham & Brown also tested changing the colour of the mobile ‘add-to-basket’ button. For UK shoppers, this simple change increased AOV by four percent and conversion rate by two per cent. In the US Graham and Brown saw even great results boosting AOV by 42 per cent and conversion rate by 11 per cent.

The retailer also conducted a trial on the US site to increase data capture. Pop-ups were placed on the site for new visitors, with the incentive of a discount if visitors signed-up. This proved to be extremely effective at both gaining visitor data, as well as incentivising purchase, increasing conversion rates by 36 per cent at checkout on desktop and tablet.

Stephanie Nash, customer journey executive at Graham & Brown, said: “Over the last five years we have seen a significant shift, firstly to online shopping and most recently, a change from desktop to mobile shopping. We have seen a strong revival in wallpaper and identified the importance of investing in technology that would help us truly understand our customers.

“Working with Monetate has allowed us to not only engage with our customers a lot better, but also track an individual’s shopping behaviour. It is this analysis that has allowed us to understand that many sessions on connected devices – mobile and tablets – are actually dominated by younger, tech-savvy shoppers.”

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