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Before  |  After
Baby Gaga

The Opportunity
Baby Gaga is a popular online source of educational materials and social support for pregnant women and parents of young children. Mobile usage had grown to about 40% of total visits to baby-gaga.com but mobile users viewed fewer pages and spent less time on the site than desktop users. “It was pretty clear that we weren’t giving the mobile user what they needed,” said CEO Nicolas Halper.
It’s pretty essential that we know how to do mobile, because mobile is going to be a part of everything we do going forward.

- Nicolas Halper, CEO, Baby-Gaga.com

Mobile Site Highlights
As a test, Halper and his team decided to mobilize just a high-traffic portion of their site: pregnancy.baby-gaga.com. It took about seven months from ideation to launch for them to create the new, mobile-friendly site. They also implemented Google AdSense for Mobile to monetize the site, helping cover the cost of the build.

The Results
Two weeks post launch, the company realized a 64% increase in mobile visits without any decrease in its desktop traffic. Unique visitors went up 104% and mobile page views rose 82%. The improved user experience prompted greater engagement and revenue per user, leading to a 50% increase in revenue from mobile. Next, Halper plans to mobilize other parts of the Baby Gaga site and create mobile-specific experiences such as smartphone apps and location-based solutions.
Before  |  After
TicketsNow

The Opportunity
A subsidiary of Ticketmaster, TicketsNow is a resale marketplace where fans buy and sell event tickets. When research revealed that more than 25% of ticketing-related web searches occur on mobile devices, they knew they needed to transform www.ticketsnow.com into a better experience for their mobile users.
We wanted to improve the customer experience by enabling intuitive ticket ordering in the fewest possible steps.

- Sachin Gadhvi, Director of Search and Mobile Marketing

Mobile Site Highlights
At first TicketsNow considered building a mobile app, but soon realized it that a mobile site was a better choice for them: it would work on all platforms and be easier to update. The new mobile site concentrates on making ticket and event information accessible and purchases a breeze. Simple, direct navigation helps users quickly find events that interest them and prominent search functionality makes it easy for customers who know exactly what they want to zero in. Ticket listings can be sorted by price, seat location and number available to further help filter results. Once a customer is ready to buy, a streamlined checkout process keeps purchases stress-free.

The Results
In the first month after TicketsNow launched the mobile site, average order values from mobile devices increased 8%, conversion rate grew by a sustained 50% and sales grew by 100%. The mobile site also increased return on ad spend by 30%. With a successful mobile site and mobile-targeted AdWords campaign under their belt, TicketsNow has found a winning-formula that works for them—and their customers.
Before  |  After
Insurance Auto Auctions, Inc., (IAAI)

The Opportunity
Insurance Auto Auctions, Inc., (IAAI) is one of the nation’s largest vehicle buyer and auctioneer. The company uses cars.iaai.com to connect with vehicle owners interested in selling. Says Joe Sieger, IAAI’s Vice President of Product Development, “When someone wants to sell their car, that person is probably sitting in their car or near their car, so if we can catch them on their mobile device, we can close the deal then and there.”
The results have been amazing — less than a year in, mobile generates about 20% of all conversions.

- Joe Sieger, VP of Product Development

Mobile Site Highlights
The IAAI mobile site concentrates on content that drives fast conversions: location info, the online price guide, and strong calls to action. Anonymous price quotes and a photo guide to vehicle conditions have increased conversion rates dramatically. Simplified navigation and forms make it easy for customers to get in touch. “The mobile site is about contacting us quickly. We know we only have a few minutes of their time,” Sieger notes.

The Results
The new site launched along with a mobile-targeted AdWords campaign. Both site and campaign have undergone constant optimization since, as the team learned and refined accordingly. The results have been amazing — less than a year in, mobile generates about 20% of all conversions. Now, the team is considering location-specific mobile landing pages for a geo-targeted mobile campaign.