Sam's Club needed to improve its conversion rate on its mobile website for the Holiday season and beyond. The goal was to target Sam's Club mobile shoppers and potential shoppers who were purchasing during the holidays, including Black Friday, one of the busiest shopping days of the year.
Their Marketing team decided the best way to achieve this engagement goal was to redesign and optimize their mobile site. With tight campaign time constraints, Sam’s Club focused their energies on three key conversion drivers: Login, Checkout Funnel and Bug Resolution.
Because users that sign in early within the shopping process are 20 times more likely to have a successful purchase, a homepage redesign and a registration form overhaul was created with prominent ‘Sign In’ call to action on the home screen. Sam’s Club also reduced the fields required to register by 40% facilitating the process and increasing membership renewals by 80% in 3 months. Turning their attention to the checkout funnel, Sam’s Club retooled the customer purchase funnel after finding the most common exiting point within the shopping process was the Cart View.
Sam’s Club then limited shopping interruptions with one anchored ‘Checkout’ call to action, leading to a 28% increase in conversion rate. Lastly, bug resolution needed to be initiated and Sam’s Club resolved key issues throughout both the login and conversion funnel.
The enhancements that Sam’s Club added exceeded expectations by over 4 times the conversion rate goal for Black Friday. In comparison to the previous year, there was an 11% increase in traffic to the Sam’s Club mobile site and an 850% increase in conversion. In addition to these numbers, purchases made on Sam’s Club mobile site generated more revenue in two days than in all of the previous year!