Kiddicare.com grows business with mobile optimised website

Last week we shared research on mobile usage trends and business’ readiness for mobile marketing and commerce. We are excited about the rapid growth of the mobile ecosystem and so are our advertising partners, who continue to see more and more of their website traffic coming from mobile devices.

Kiddicare.com offers a great case in point. The UK online nursery and baby supply retailer noticed a rising number of visitors to their website via mobile. They knew consumers were getting a poor purchasing experience on mobile, and with approximately 7% of their traffic coming from mobile devices, they decided to build a website optimised for mobile.

The company has a strong commitment to customer service so prioritized improving their mobile shopping experience. “Our mobile site from concept to launch took seven weeks,” explains Simon Harrow, Kiddicare.com’s Technology Officer. The site was built entirely in-house and used existing IBM WebSPhere infrastructure. What was their process? “We went through the desktop website user journey and took out the elements that were important to our customers such as price, stock numbers, reviews and video. We tried to move as much of the functionality as possible to mobile. We removed anything that would
weigh the pages down unnecessarily.”

 

Kiddicare.com has seen a 36% increase in traffic on mobile since March 2011, but the benefits don’t end there. They’ve discovered the handy mobile site also serves to address two of the most common questions they receive from customers: When will the company release a catalogue? And when will the company open more stores? “The mobile site gives people a catalogue in their pocket, particularly as our stock shifts so fast,” say Mr. Harrow. “And between barcode scanning apps and our website search feature, the site turns all of our competitor’s stores into a showroom for us. Because baby goods are a considered purchase and people still like to see, feel and touch brands, this gives us a chance to acquire sales from people checking things in other people’s stores and finding that we are 70% cheaper, have a price-match guarantee, next day delivery and a 365-day return policy.”

Optimising for mobile has already paid off for Kiddicare.com. Mobile conversion performance is consistent with desktop: same categories of purchases, same conversion rate, same average order value (AOV). Traffic from mobile has already increased 36% since March 2011 and they expect mobile to be 20% of business by the end of 2012 (up from 6% currently).

Learn more about Kiddicare.com’s mobile strategy by reading the full case study here.

Posted by Vicky Homan, Google Mobile Ads Marketing Team

Kiddicare.com grows business with mobile optimised website
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