Also, best practice is by definition ‘past’ practice-something that worked well enough twelve months ago and made it to the list of best practices is possibly no longer as effective right now. In other words, what works for Amazon may not (and probably won’t) work for everyone else. The trouble with best practices is that they’re always based on another company’s experience. Many companies try to increase conversions by blindly implementing best practices they’ve read about online. Refusing to blindly follow ‘best practices’ In the end, they increased conversion rates across their entire business, which included a 125% increase (!) in mobile conversions. Then they made changes and ran A/B tests to see whether those changes boosted conversions. We used a blend of tools like heat maps, website feedback, and session recordings along with Google Analytics to develop and test hypotheses about what kept visitors from converting. Since 70% of their traffic comes from mobile devices, they had an urgent issue on their hands. They faced the same issue that most online businesses do-getting mobile traffic to convert. is an online retailer that sells a wide range of scrubs and medical uniforms online. How did we do it? In partnership with the Scrubs and Beyond team, the Melon product design team tossed so-called ‘best practices’ aside and obsessed over their users. is a retail and e-commerce company that was in that very position just 6 months ago-but they eventually increased mobile conversions by 125% overall.
And if you’ve hit a plateau and are struggling to increase conversion rate, don’t give up!
Mobile conversions are notoriously lower than desktop ones.
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