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Self-service technology gets retailer’s mobile engagement rate licked into shape

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Just as the rest of us start to try and tone up after a month of excess, Total Gym Fitness, a leading privately-held supplier of functional and bodyweight training equipment, is looking to boost mobile conversion rates using TouchGuides on smartphones.

As with many retail brands, Total Gym has observed that while mobile traffic continues to increase, conversion rates remain lower on smartphones as compared to desktops and tablets. This is likely a result of the casual browsing mentality of smartphone visitors who are conducting initial research. There are opportunities to better engage smartphone visitors by optimizing usability and related design, recognizing the different nuances in smartphone user behavior versus desktop and tablet.

Similar to TouchGuides on the desktop, the mobile guides complement live online engagement by helping customers move through the site and self-serve quickly with less strain on customer service resources. The automated guides provide easy step-by-step product comparison navigation resulting in the selection of the optimal product for the consumer.

As with all TouchCommerce mobile engagement solutions, the mobile version of TouchGuides has been designed and tested to offer an intuitive user experience specifically intended for the mobile environment.

An early adopter of the mobile TouchGuides solution, Total Gym Fitness has observed significant increases in mobile engagement by adding mobile guides as an option for smartphone users.

On the whole, live chat is responsible for more than 70% of orders that TouchCommerce secures for Total Gym through its online engagement program. However, in a recent A/B test on Total Gym’s site, visitors coming from smartphones were five times more likely to engage with an automated mobile guide than click to chat to assist in the early stage navigation of the site. This supports the notion that shoppers have a different browsing mentality when visiting a retail website on their smartphones versus desktops and tablets.

“For us, mobile guides have been very effective in boosting interactions with our smartphone visitors who may not have engaged with us through other online engagement channels,” said Joe Crowley, vice president of marketing at Total Gym Fitness, LLC. “In our partnership with TouchCommerce, we are always assessing new strategies and optimizations to take our customer engagement program to the next level. It’s always exciting to see when a new approach resonates and yields results.”

“As we continue to see traffic shift to smartphones, our engagement strategies must follow the consumer and what consumers perceive as their desired shopping process,” says Bernard Louvat, president and CEO of TouchCommerce. “TouchCommerce is continually developing and testing new solutions in collaboration with brands like Total Gym Fitness to identify shopper preferences and incorporate the latest e-commerce best practices in today’s omni-channel environment.”

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