The Green Sheet Online Edition
October 12, 2015 • Issue 15:10:01
Increase mobile sales, optimize checkouts
Moovweb, a San Francisco-based digital marketing company, recently released MoovCheckout, an e-commerce resource designed to facilitate remote monitoring and management of online and mobile shopping carts. The cloud-based platform automatically adapts to large and small screens, enabling users to navigate across a range of connected devices, Moovweb noted.
A number of leading retailers, healthcare providers and consumer packaged goods companies, including Nordstrom, AIG, Kaiser, and Campbell's, have used the Moovweb platform to launch targeted, personalized consumer promotions. And the company delivers 2.5 billion pages a month to 60 million mobile subscribers, according to Moovweb.
Moovweb found that despite improved conversion rates when using the Moovweb platform, many clients reported a high percentage of shopping cart abandonment. In some cases, up to 82 percent of consumers would initiate the online checkout process and leave without making a purchase.
"Out of every five people who put products in their shopping cart, four leave without making a purchase," said Ajay Kapur, founder and Chief Executive Officer at Moovweb. "The primary culprit for shopping cart abandonment is the checkout process."
Improving checkout flow
MoovCheckout was developed to help clients mitigate shopping cart abandonment. Moovweb engineers analyzed more than 100 million mobile shoppers who transacted on the Moovweb network, using this data to develop the solution. The platform provides real-time insights from checkout pages that clients can use to resolve issues and improve mobile checkout flow, Moovweb stated.
Following are the platform's two components:
- MoovCheckout Catalyst provides a database of checkout best practices informed by Baymard Institute, a research facility focused on e-commerce usability. Catalyst applies automated, rule-based tools to checkout flows, measuring transactions against mobile checkout best practices.
- MoovCheckout Business Manager provides field-level analytics designed to help client companies identify root causes of cart abandonments. Business users can review conversion rates, field abandonment rates and time spent per field. These metrics also provide a way for business owners to segment customers to create individual, customized experiences.
Moovweb calls contextual marketing "the fuel that drives engaging mobile experiences" and claims that precisely targeted messages can boost online and mobile web sales by as much as 70 percent. Over one third of mobile users in the United States have received mobile messages powered by Moovweb, the company stated.
MoovCheckout provides an additional layer of checkout analytics to the mobile shopping experience that can help marketers and retailers identify where consumers drop out of the checkout funnel. They can compare these statistics against industry benchmarks to address individual shopper concerns and refine competitive strategies.
Kapur noted that many e-commerce companies are "flying blind," by marketing to consumers without knowing why shoppers leave items behind in shopping carts. He said that even merchants who understand the root cause of shopping cart abandonment can sometimes take too long to address the issues. He emphasized the need for companies to test and evaluate their customer segments.
Ben Bartels, Director of eCommerce & Marketing at Alibris, a book publisher, implemented MoovCheckout for a back-to-school promotion, boosting the company's conversion rate by 17 percent. "MoovCheckout was very easy to implement," he said. "It was live before I knew it and updates were being made in a safe and effective way with no disruption to our daily business."
Reseller, partner opportunities
Moovweb offers a flexible, scalable platform that will work with any back-end environment. Users can develop and customize applications with or without using application programming interfaces, the company stated. The platform's dynamic structure enables clients to configure distinct checkout flows for mobile and online shopping carts within a single URL, custom URL or combination of both.
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