Thanks to a great organic presence and word-of-mouth brand exposure, the company’s site traffic had been increasing each year by 40% to 60%. But their revenue growth rate was declining. This meant the site wasn’t converting as well as it used to.
Digging into the metrics, we noticed that 65% of site traffic came from mobile devices. This percentage had been steadily increasing every year. But the company hadn’t focused much on their site’s mobile experience.

Some issues were easier to fix than others: their layout engine didn’t work correctly on mobile, and their default font was hard to read on smaller screens. But the bigger problem is that the entire purchase flow — from customizing a gift, adding addresses, and checking out — wasn’t an optimal experience to do on one’s phone.
Instead of trying to fix the entire checkout process, we worked on optimizing the experience for people to start projects on mobile and then complete them on desktop. We optimized the experience for people to create accounts on mobile or start the process of selecting a product. Then, we’d either directly suggest a user switch to desktop with a button that would email them a link to continue on their computers, or encourage them to save their account and continue elsewhere.
We also ran retargeting ads to remind people to finish the project they started.
These changes led to an increase in conversions. As a bonus, we also saw a 30% increase in the average order volume.
When users were checking out via mobile, they tended to only buy one or two gifts at a time. This is likely because the process requires an address, so they’d either use their own or use addresses they could easily look up on their phone.
We found that once we could get users to move to a desktop machine, it was easier for them to send out a link requesting people’s addresses, or upload a CSV. This address request functionality played a big role in increasing order size and, with it, overall revenue.