Multiple: Mobile Conversion Parity Program for Women's Fashion Retailer
Hypothesis
Soft Surroundings' mobile conversion rate (50% of desktop rate) represents the primary conversion opportunity. Closing the mobile-desktop gap through targeted mobile UX improvements, persuasive content, and trust signals will drive overall revenue growth proportional to the mobile traffic share.
Test Results
Key Learning
Context: Mobile users experience the multiple differently — smaller screens, touch targets, and limited attention require purpose-built design.
What was tested: Brands with catalog/offline heritage often have significant online CRO upside because their digital teams lack experimentation background. Running 10+ concurrent experiments requires disciplined audience segmentation to avoid test contamination. Mobile-desktop conversion gaps in apparel are often driven by trust signals (returns policy, size guides) being harder to find on mobile. 22x ROI demonstrates that CRO programs have among the highest marketing ROI for established traffic businesses
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested multiple: mobile conversion parity program for women's fashion retailer but produced no statistically significant change. The test was run on a landing page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that mobile ux tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Soft Surroundings, a women's lifestyle brand with 80 stores and strong catalog heritage, had never run experimentation before engaging Invesp. Mobile traffic dominated but converted at half the desktop rate. Invesp ran an average of 11 concurrent experiments at any point, focusing on mobile experience, branding, and persuasive messaging. The 22x ROI reflects revenue generated relative to the CRO investment.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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