Case Studies > Mango Dresses Up Its Mobile Results with Google Optimize 360

Mango Dresses Up Its Mobile Results with Google Optimize 360

Company Size
1,000+
Region
  • Europe
Country
  • Spain
Product
  • Google Optimize 360
  • Google Analytics 360
Tech Stack
  • Google Analytics
  • Google Optimize
Implementation Scale
  • Enterprise-wide Deployment
Impact Metrics
  • Customer Satisfaction
  • Revenue Growth
Technology Category
  • Analytics & Modeling - Predictive Analytics
  • Analytics & Modeling - Real Time Analytics
Applicable Industries
  • E-Commerce
  • Retail
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Retail Store Automation
  • Supply Chain Visibility
Services
  • Data Science Services
  • System Integration
About The Customer
Mango is a global fashion retailer with a modern urban flair. The company opened its first store in Barcelona in 1984, and today Mango sells its stylish and affordable clothing in more than 2,200 stores across 111 countries, from Peru to Azerbaijan. Recently, Mango discovered a new challenge. Mobile visits to Mango’s online store were skyrocketing. In fact, the company’s Google Analytics 360 account revealed that 62% of all website traffic was coming in via mobile devices, a 50% increase year over year. Yet, despite these promising numbers, the team also discovered that the number of mobile transactions still lagged behind desktop transactions.
The Challenge
Mango, a global fashion retailer, was facing a challenge with its mobile platform. Despite a 50% year-over-year increase in mobile traffic, accounting for 62% of all website traffic, the number of mobile transactions was still lagging behind desktop transactions. The company wanted to improve the mobile shopping experience and increase the number of transactions on mobile devices. They needed to understand where users were in their path to purchase, including: opening a menu, searching for (and clicking on) a particular product, and choosing a shipping method. They also wanted to track exactly how many users reached each of these steps and see where users were exiting the purchase process.
The Solution
Mango used Google Analytics 360 to create several goals that would help identify where users were in their path to purchase. This provided greater insight into each stage of the mobile shopping experience and revealed areas for improvement. Based on the insights Mango discovered in Analytics 360, the team came up with new ideas for how they could improve the mobile shopping experience and increase the number of transactions on mobile devices. They used Google Optimize 360 to conduct website tests and track the entire customer experience across multiple devices, including mobile and tablet screens. The information they gathered allowed them to further enhance the mobile shopping process. They tested a simple change to the favorites icon offered to Mango mobile shoppers and the inclusion of an “Add” button in the product list page.
Operational Impact
  • Mango was able to track exactly how many users reached each of these steps and see where users were exiting the purchase process.
  • The company was able to conduct website tests and track the entire customer experience across multiple devices, including mobile and tablet screens.
  • The information they gathered allowed them to further enhance the mobile shopping process.
  • The company noticed that many shoppers were using their cart to save specific dresses or blazers to review later, so they began offering a clickable star icon for that purpose instead.
  • By incorporating a small “Add” button, users could place a product directly into their shopping cart from the search results page.
Quantitative Benefit
  • Increased the number of users adding a product to their shopping cart by 49%
  • Boosted total mobile revenue by 3.9%
  • Saw a 4.5% uplift in mobile conversion rate

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