Titanium-Jewelry.com Rings-in mCommerce

Large, successful companies don’t make millions by exposing themselves to unnecessary risk. Ron Yates, founder of the wildly popular titanium jewelry online store, Titanium-Jewelry.com, would agree, which is exactly why he is one of the first to experience a 136% increase in mCommerce revenue. “Going mobile” wasn’t a snap decision for him; it took months of observation and experimentation.

Observing the mCommerce Revolution

Let’s go back to 2007 to see what sowed the first mCommerce signal for Mr. Yates:

Ron found that he couldn’t put his phone down-he was using it when he was at lunch, dinner, watching TV, waiting for doctors appointments - whenever he had free time and was out and about, away from the office, he was on his iPhone. Both Ron and his wife became more and more comfortable using their iPhones to go to various ecommerce sites. They didn’t initially purchase anything from any of these sites on their iPhones, but they were shopping on them and buying later from their desktop or laptop computers-mainly because it was “pretty difficult to use the shopping cart that was made for a larger screen size.”

What Titanium-Jewelry.com saw only substantiated what he thought was happening - just as he was using his smartphone more and more, visitors to his Yahoo! Store were using them more and more. That’s when he starting to think about building a new mobile website; one that was optimized for a small screen.

Ron observed that each quarter of 2010 saw significant leaps in the amount of mobile phone users to his Yahoo! Store. The total percentage of users shopping with smartphone climbed to 4.21%, a increase of 170% over 2009!

A Streamlined Solution

In the summer of 2010, Ron approached FastPivot with data to support the need to transform his titanium jewelry store into a mobile friendly Yahoo! Store.

Just as Mr. Yates was making his observations back in 2007, FastPivot product developers had also been carefully watching the trends; which is why we were able to step in just as the need for mobile friendly websites was arising in order to offer merchants a powerful solution.

Because our product development team had been working for nearly a year on a Yahoo! Store mobile solution, we were able to offer much more than a temporary fix. In the early stages of our innovative processes we identified seven distinct features which would be crucial to our mobile solution’s success:

1. Lightweight Delivery
2. Streamlined Checkout
3. Easy Navigation
4. Custom Branding
5. Featured Products
6. Product Details
7. Automatic Redirect

The early discovery of these fundamental touchstones allowed us to harness the element of refinement, typically absent in the infantile stages of the creative process. Both this and our commitment to build the best mCommerce solution out there contributed to a finished product that empowers results.

Mobile Commerce Success

The results speak for themselves and Titanium-Jewelry.com couldn’t be happier! Reviewing the results 3 months before launching their mobile friendly website and 3 months after, all “Key Performance Indicators” showed improvement:

• Pages/Visit increased 68%
• Time On Site increased 42%
• Bounce Rate decreased -52%
• Transactions increased 124%
• Revenue increased 136%

Titanium Jewelry, and their customers, found that navigating the new mobile friendly website was much easier. This was supported by seeing the time people spent on his website increase and a decrease in the rate of people leaving immediately. These results only solidified what Ron already knew - that mobile was one way that Titanium-Jewelry.com could continue growing as an online retailer.

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