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Diane Von Furstenberg, Wolf & Badger And ColourPop Test Mobile Product Discovery

Diane Von Furstenberg, Wolf & Badger And ColourPop Test Mobile Product Discovery

Diane von Furstenberg, Wolf & Badger and ColourPop are among 20 businesses testing the Qubit Aura beta platform, a product discovery solution designed for mobile commerce. Wolf & Badger already has increased mobile conversion rates 3.6% since implementing the platform.

The need for mobile-first product discovery comes at a time when this channel gets plenty of eyeballs but doesn’t generate corresponding rates of revenue. Qubit analyzed data across 35 fashion and cosmetics brands since January 2017 and noted that mobile still has a way to go to catch up to its desktop counterpart:

  • Traffic to each channel is approximately the same: 45.87% on desktop vs 44.7% on mobile;

  • Conversion rates on desktop are more than 2X that of mobile: 3.35% on desktop vs. 1.61% on mobile;

  • Revenue per visitor (RPV) is also more than 2X on desktop: $8.01 on desktop vs. $3.49 on mobile; and

  • The average number of products viewed per customer is far higher on desktop: 17.99 on desktop vs. 13.65 on mobile.

“Mobile is where we continue to see traffic growth, but in terms of revenue versus desktop it’s not equal — 50% of our traffic is nowhere near half of our revenue,” said Felipe Araujo, Head of Ecommerce at Diane von Furstenberg in a statement. “The challenge for e-Commerce brands is to bridge the discovery that happens on Instagram, and similar tools, and make this discovery phase become native and within our walls.”

With the Qubit Aura platform, retailers can surface a layer over their existing mobile sites, with the ability to switch between discovery, browsing and purchasing. Machine learning and event-level data collection organizes products based on each unique visitors’ interests, with a UX specifically developed to help overcome the limitations of a small screen.

Although two mobile visitors may start out seeing the same experience, Qubit Aura is designed to adapt and provide them with real-time individualized experiences based on their actions and predicted tastes.

“We have more than 30,000 products on our site, therefore discoverability is a challenge we're constantly working to improve,” said Emily Cuthbert, Product Manager at Wolf & Badger in a statement. “With this mobile personalization solution, Qubit directly addresses the problem, by giving users a personalized selection of products and categories from across our entire product catalogue, tailored exactly to the user.”

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