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Online Retailer Increases Mobile Features

Online retailer Net-A-Porter is letting consumers customize their experience through an interactive display advertisement on Harper’s Bazaar’s mobile-optimized site. Included within the brand’s ad is a search bar, which asks consumers to type a keyword, which will be the basis of their landing page experience. For a multi-brand retailer, this approach lets consumers shop only what interests them, rather than wading through a landing page of pre-selected items. “The more steps you add to a checkout process in mobile the fewer conversions you’ll net,” said Shuli Lowy, marketing director at Ping Mobile, Beverly Hills, CA. “The general rule that mobile marketers follow is that for every additional page you add to the process you’re going to see a 50 percent drop off.

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