Kitchenwaredirect launches mobile site

Australia’s leading online cookware and kitchenware retailer, Kitchenware Direct, recently launched a dedicated mobile site in the lead up to the busy Christmas sales period.

“We are noticing a greater number of customers accessing our site using mobile devices and wanted to offer a more convenient mobile shopping experience.” said Peter Macaulay, owner and director of Kitchenware Direct.

The clean and straightforward interface was designed with streamlined navigation in mind and if the early signs are anything to go by, it seems to be paying off. In the first month of operation, the proportion of total site traffic originating from smartphones has jumped to 10% and total sales from these devices have tripled.

Other key indicators are also positive with the average mobile session time seeing a twofold increase, conversion rates tripling and bounce rates reduce by 33%.

“We wanted to be the first to market with a dedicated mobile offering over our major local competition, so the first phase was simply to deliver all the functionality and content of our primary site while making it easy for our customers to use” said Peter Macaulay. “The next phase of our m-commerce strategy will see an introduction of mobile specific content to help build our brand story in the mobile space.”