In 2018, mobile shoppers were only 25% of watch and accessories brand MVMT’s web traffic. Just three years later in 2021, smartphones accounted for a whopping 85% of its overall traffic, says Spencer Stumbaugh, MVMT chief brand officer.

And mobile sales and conversion have followed closely behind.

“Our conversion rate is higher on desktop, but they are going there with more intent,” Stumbaugh says. “Over the past few years, our conversion rate has skyrocketed on mobile.”

Stumbaugh would not reveal MVMT’s overall or mobile conversion rate. The median conversion rate was 1.9% in 2020 for the 17 jewelry consumer brand manufacturers Digital Commerce 360 ranks in its Top 1000. MVMT is owned by Movado Group Inc., No. 317 in the 2021 Digital Commerce 360 Top 1000.

To keep its mobile site fresh for shoppers,  MVMT typically has three tests deployed at once. A successful test means MVMT’s tested featured achieved a 5 to 25% increase in conversion compared with the baseline, Stumbaugh says.

“You’re not going to see a 50% increase, but we have had things — simple things — as big as 25%,” he says.

For example, MVMT’s conversion rate increased 24% for certain eyewear products when it changed the main image to show the product at an angled side view, instead of a front-facing view.

MVMT will retest certain features every one to two years to ensure they are still resonating with consumers. For example, on its product landing page for shoppers clicking through from an Instagram ad, MVMT has changed several times where it locates its “add to cart” button.