Dell Inc. is a private company delivering innovative technology and services that give Dell’s customers the power to do more. Dell.com is the largest ecommerce website for commercial technology products in the world, and Dell has 5.4 million customer interactions per day.
At the start of its mobile journey, Dell’s challenge was to strike a balance on mobile and address the challenge of providing a great deal of information about product and software specifications, while keeping product pages easy to navigate.
Usablenet’s partnership with Dell dates back to 2009, when we launched the first Dell mobile site. The site offered most of the products and services found on the desktop site, including a checkout process fully optimized for mobile. This was ground-breaking capability at a time when competitors such as Hewlett-Packard and Apple did not even have mobile sites.
In 2011, Dell implemented an HTML5 upgrade for the mobile site. It was not until the following year that Dell made significant enhancements, relying on Usablenet’s platform to add features such as a gallery with several different touch-gesture functionalities. The updated added a “product comparison” feature to facilitate product search. Along with search filters by specification and a “Need Help” feature, the new site gave users the flexibility to tailor their shopping experience to their needs.
2013 saw a full UX refresh for Dell, in which Usablenet supported the site’s launch in 17 different countries, a testament to the global power of the platform. Usablenet also enabled a number of fully-optimized Black Friday and Cyber Monday campaigns. These campaigns led to unique Black Friday and Cyber Monday landing pages that contained mobile-only presale deals, encouraging repeat visits while also making it easy for customers to find all holiday-related deals and promotions in one place.
Ongoing enhancements to the user experience and mobile site functionality resulted in significant traffic increases to the mobile site during peak holiday shopping periods such as Black Friday and Cyber Monday. For the 2013 Black Friday and Cyber Monday weekend, the Dell mobile site saw a 125 % increase in visits, a 274 % increase in mobile revenue, and a 106% improvement in conversion over 2012.