|Footasylum harnesses mobile opportunity|
|Friday, 20 July 2012 13:49|
New mobile-friendly site boosts affiliate marketing successes
Online and High Street fashion footwear retailer Footasylum wanted take advantage of the increased traffic from mobile devices that its e-commerce website was receiving. The retailer enlisted e-commerce specialist One Iota to design and build a mobile-optimised site. This made navigation simple and provided an intuitive way to add products to the basket as well as the ability to checkout with ease.
Making online mobile friendly
This also enabled Footasylum to take advantage of the numerous opportunities that presented themselves within the affiliate channel. With tracking in place, affiliates were able to include such opportunities within their mobile sites and apps, knowing they would be rewarded for any sales they generated through the Footasylum mobile site. Prior to the rollout of the new m-commerce friendly site, less than 1% of sales were being generated through mobile devices. In the first month of the new site being live this had increased to 1.4%. Each month Footasylum has seen their share of mobile sales increase. By February 2012, 14% of total sales through the affiliate channel were converting through the mobile site. Revenue generated via mobile devices has also increased by a staggering 500% from August last year through to February 2012.
Unprecedented channel growth
Online performance marketer Affiliate Window saw the share of traffic through mobile devices increase from 2% to 9%. In this period it also saw the share of sales through these devices increase from 1.5% to 6% of all sales through its network.
“With the growth of m-commerce we were seeing a high proportion of our visitors coming through mobile devices. However, the challenge for us was to take advantage of this mobile activity and convert this traffic. When a potential customer arrived through a mobile handset and was presented with the e-commerce version of the site, they were faced with a fiddly process in order to transact [see left-hand picture above]. This ultimately resulted in a drop off in conversions,” said Emma Ryder, Footasylum online marketing assistant.
“We enlisted the help of One Iota to develop a crisp and clean mobile site, with a smooth transaction process. Since we launched the mobile-optimised version of the site [see right-hand picture above], results have been phenomenal. In just six months we saw our share of sales through mobile devices increase from 1.5% to 14%. Not only that, mobile visitors transacting through the mobile optimised version of the site are spending more. We expect to see this increase further over the remainder of the year,” Ryder added.