We have worked recently with the RSPB e-commerce team to design and delivered a mobile version of its online shop. The mobile version is optimised for small screen devices and features selected products to support the RSPB’s direct marketing campaigns, to make it easier for shoppers to purchase quickly on small screen devices.

Using the mobile optimised approach, the website offers friendly, simplified navigation, with the products on offer which would appeal to mobile shoppers, especially regular purchases such as bird-food and impulse buys such as sale items.  The mobile version has been delivered as two separate store views in Magento Enterprise - one for bird food and one for gifts. The mobile site shares account and basket data with the full site.

Results since the launch have been impressive: the conversion rate on  iPhones has improved 60%.