eCommerce Features

Why You Should Test Your "Tried and True" eCommerce Features

This article is part of our ongoing Mobile Optimization Initiative series designed to help Magento merchants close the mobile revenue gap.
This quarter’s results are all about testing and optimizing conventional eCommerce features—WISHLISTS, BREADCRUMBS, and CONTINUE SHOPPING BUTTONS—that merchants often implement without question.
Building on the theme of simplicity in last quarter’s results, the latest findings further substantiate that—in most cases—removing potential distractions for your buyer and optimizing some of these tried and true features could lead to increased revenue per visitor (RPV).
Let’s have a look at some of the highlights:

1. Removing the Wishlist feature is having a positive impact—especially on mobile

Wishlists can encourage an “I’ll buy it later” mentality, providing shoppers with a way to procrastinate on their purchasing decision. By removing the Add to Wishlist option, merchants can reduce unnecessary distractions on the page and make the Add to Cart button the sole focus for the buyer. Mobile eCommerce merchants should take note—the greatest impact is being seen among mobile shoppers—81.6% are showing a positive RPV lift when the Wishlist feature is removed. Wishlists take up valuable real estate on a mobile device screen, distracting the buyer from completing their transaction.
Fashion merchants should approach this experiment with caution however—the results saw mild dips in RPV from the removal of the feature on fashion websites. There are many potential reasons for this, including the fact that fashion buyers like to save items for later as they build their complete “look.” Shoppers in this vertical also frequently add items to Wishlists to watch them until they go on sale.

2. Breadcrumbs are beloved by your buyers—but there’s still room for optimization

Most merchants implement Breadcrumb trails on their websites—and for good reason. They are a much-relied-upon convention to help shoppers sort product views by category, determine which category the product is from, and find their way back if they make a wrong turn in their search.
But what works in one channel may need to be adjusted for another. The Mobile eCommerce Optimization Initiative found that suppressing the product name in the Breadcrumb trail can result in an average RPV lift of 17.21% among mobile buyers across 80% of merchants.

View More: https://magento.com/blog/best-practices/why-you-should-test-your-tried-and-true-ecommerce-features