US-Mattress Increased Sales With Mobile Checkout Optimization [Case Study]
US-Mattress is an online distributor of mattresses and bedding products. Since its humble start in 2001, the company has grown to become the major player in the distribution of mattresses throughout the US.
Today, US-Mattress supplies its products through a mix of bricks-and-mortar and direct-to-customer eCommerce retail and is considered a pioneer in the increasingly popular trend of buying mattresses online.
Like most eCommerce merchants, mobile sales are a key part of US-Mattress’ sales strategy. Well aware of the growing importance of mobile sales in eCommerce, US-Mattress was keen to acquire new approaches to help them boost their mobile conversions.
Desktop vs Mobile Checkout Sales
Around this same time, a new initiative was forming to tackle the gap between desktop and mobile sales. Called the Mobile Optimization Initiative (MOI), the community was conceived to help system integrators and their merchants to collectively learn how to increase mobile eCommerce sales.
According to the 2018 Holiday Recap from Adobe Insights (based on 80 of its top 100 US web retailers), traffic from mobile exceeded the combined traffic from desktop and tablet for the first time in 2018 (a 25% YoY growth). Despite 51% of average daily visitors coming from mobile, revenue from mobile accounted for only 31%. This represents a mobile ‘revenue gap’ of 20%.
Keen to become involved, US-Mattress got connected with one of the MOI’s founding system integrators, Redstage, to get them started.
Pursuing Optimization Through Experimentation
In June of 2018, US-Mattress sat down with Redstage to identify which optimization experiments to test on the mattress retailer’s mobile site. They chose four experiments to run:
| PayPal Checkout Button | PayPal Checkout and PayPal Credit Buttons | Simplified Header | Security Lock CTA Button |
| This experiment places a PayPal Checkout button on the merchant’s PDP, Cart, and Minicart. | This experiment places PayPal Checkout and PayPal Credit buttons into the same three locations: merchant’s PDP, Cart, and Minicart. | Reduces Cart and Checkout elements to streamline the path to purchase and keep shoppers focused on checking out. | This experiment adds a lock icon to Checkout CTA buttons in the Minicart and on the Cart page, to give the user a sense of security leading into Checkout. |
The data collected on optimization experiments over the testing period included Revenue Per Visitor (RPV), Conversion Rate (CR), and Average Order Value (AOV). Desktop and mobile numbers are documented to show differences in user behavior by device.
Winning Treatment 1: Simplified Header (Cart Page)
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 26, 118 | -3.82% | -4.97% | +0.78% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 16,427 | +8.27% | +10.13% | -2.33% |
Winning Treatment 2: PayPal Checkout Button
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 35,203 | +10.38% | +6.38% | +3.21% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 30,899 | +3.92% | -0.14% | +4.01% |
Winning Treatment 3: PayPal Checkout and PayPal Credit Buttons
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 32,772 | +7.22% | +2.23% | +4.30% |
Mobile (Average Lift)
| Visitors | RPV | CR | AOV |
| 33,891 | +1.70% | -0.48% | +2.36% |
The Head Scratcher: CTA Security Lock
Desktop (Average Lift)
| Visitors | RPV | CR | AOV |
| 5,642 | -19.16% | -18.13% | -1.07% |
Mobile (Average Lift)
| Vistors | RPV | CR | AOV |
| 3,199 | -17.84% | -2.06% | -16.53% |
Superior Analytics Leads to Actionable Insights
Redstage attributes the analytics behind the MOI as one of the key reasons they were able to achieve such incredible results and provide such powerful insights to US-Mattress. The technology powering the MOI, HiConversion, provides real-time insights into how the optimization experiments are performing on a merchant’s site — and anonymized data across all participating merchants.
Unlike conventional A/B testing tools, HiConversion’s AI predicts winning experiments, and allocates more and more traffic — minimizing the negative impact of testing. For US-Mattress, this meant that definitive outcomes increasing revenue and profitability were reached quicker, while the underperforming experiment was paused after just 3 weeks.
What makes these insights especially valuable is that merchants see exactly how customers are using their site. Further, the access to optimization experiments and past merchant data provided by HiConversion shows merchants precisely where to focus their testing efforts. And this, Redstage, notes, is what really gives experimenting big value to merchants.
“The visual nature of HiConversion’s platform [for the MOI] is unlike any other analytics tools available on the market. With these products, we’re able to show our merchants exactly where and how their customers are engaging on their sites”. – Patrick Johns, Channel Manager, RedStage
Around the world, brands like US-Mattress are experiencing real gains through mobile checkout optimization. Next, learn how another online retailer retained customers during a potentially disastrous economic shift.
