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Rue La La refines app to propel conversions

Rue La La’s new revamp of its iPhone application is geared towards eliminating any distractions that cause cart abandonment and includes photos and a new checkout page.

As Rue La La continues to see more traffic moving mobile, the new app shows the importance of nailing the mobile checkout experience for flash sales retailers. The changes are only being rolled out across Rue La La’s iPhone app, with a similar update planned for the company’s iPad app.

“Rue La La’s iOS apps have strived to receive the highest rankings in the app store,” said Arash Hadipanah, senior mobile product manager at Rue La La, Boston.

“That said, we’re always making changes to constantly enhance our member experience, and we take their feedback into consideration as we continue to build out our apps,” he said. “This latest update focuses on optimizing the member experience with the new iOS7 platform to make shopping and checkout simple and seamless.”

Bigger is better
Rue La La’s app revamp plays up photos so that they take up more room on the screen.

Additionally, content has been reorganized with the most important pieces of information, including size and a sharing button. Consumers can share product pages via email, Facebook and Twitter.

Rue La La has also tweaked the navigation and checkout experiences to increase conversions.

The checkout page includes three fields that consumers need to fill out — shipping method, shipping address and payment.

Finally, Rue La La claims that the app update now makes it faster for consumers to sign-up for an account through social media. To sign up for an account, consumers need to register an email address and create a password.

Mobile-first retail?
Flash retailers have reigned mobile for quite some time as the group of retailers consistently sees high conversions for mobile because of their roots in ecommerce.

Now that Rue La La, Gilt, Fab and others have locked down the conversion piece, these companies tend to test new types of features and technology that push consumers to shop from their smartphones and tablets before the Web.

Enhancing apps play a major role in this strategy in keeping content fresh since products are only available for a limited amount of time.

For instance, Rue La La also began using A/B testing last year to increase conversions by 35-40 percent going into the holiday season (see story).

Rue La La also incorporated Google Wallet within its Android app in May and saw a 50 percent spike in traffic during the following weeks (see story).

“We’re consistently seeing over 40 percent of sales via mobile devices, and we want to ensure our members always feel comfortable shopping on our apps,” Mr. Hadipanah said.

“Making the shopping process simple and seamless is our goal, particularly as we see more and more of our sales made across these platforms,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York