Case Study: Flowercard Mobile Templates

Before Mother's Day, Flowercard upgraded their site by adding a responsive mobile template. As Mother's Day is a peak time for them it gave us a perfect opportunity to see how responsive mobile sites impact customer behaviour. 

What We Did
Responsive templates identify what screen resolution you are using and shows you a different design depending on the size screen you're using. That is, it senses if you're using a mobile or a tablet and shows you the website in the right format. This is a much better solution than the more popular "m." sites. From an SEO, usability and site management point of view, it's a no-brainer. Google thinks so to.

The Results
Flowercard have seen a 39% increase in mobile conversion rates and a 10% increase in tablet conversion rates. Engagement metrics are also up, with a 10% drop in bounce rate and a 27% increase in email signups.

You can see it in action at www.flowercard.co.uk (just remember to look at it on your phone!)

Get in touch with us for more information about how we can help you increase your conversion rates. See our ecommerce platform pages for more info on our products.

Make Setting Goals Your New Year’s Resolution

A key pillar of your Analytics reporting process should be using goals to track how well your site is performing. It’s important, however, to make sure that you have set up the right goals so that you’re getting the fullest picture of how your site is working.

Macro and Micro Goals

Your ‘Macro’ goal is the key purpose of your website. If you’re the owner of an ecommerce site your macro goal will be to sell products. You should already be tracking your macro conversions through conversion rate.

Obsessing over your conversion rate, however, won't grow your business. It’s too broad a goal and so doesn’t help you make decisions about what to optimise. Tracking ‘micro’ goals will help you break the customer journey down into manageable chunks that you can optimise.

Email Sign Up

Micro goals are goals that don’t have revenue attached but are good indicators of business growth.

The best example is email newsletter sign-up. Email marketing is one of the most dependable revenue generators and so more email addresses means more revenue. Tracking email sign-ups, therefore, is an good indicator of future revenue.

Aside: If there is no ‘Thank You’ page for email sign-up you will have to set up Event Tracking in Google Analytics. We can help you with Analytics Implementation or you can see more here. 

Once you can track sign-up rate you can optimise your sign-up process and design and see the results. Until you are tracking this, you are flying blind with one of your key performance indicators.

Attaching a Cost to Goals

Without attaching a value to individual goals you can’t truly assess what impact the different elements of your sites are making.

To find out the value of an email address, for example, use the following sum:

(Revenue from Email per year) / (Number of Active Subscribers) = Value of Active Subsciber

If each subscriber is worth £50 you know that if you can increase your email list by 100 people you stand to make £5,000 more a year.

Other Micro Goals

Other goals you should start tracking this year include Contact Us Form, Add To Basket, Request A Catalogue.

Other ways to split up your macro conversions is to segment by source. For example you might concentrate on just your email conversion rate as a way to increase your overall conversion rate.

We are ecommerce consultants and are passionate about helping businesses grow. If you would like more information about Analytics call us on 0207 492 1929 or email info@moneyspyder.co.uk.