May 25, 2011, 5:09 PM

mShopper revamps its mobile platform, aiming for higher conversion

The upgraded technology offers new features designed to enhance the mobile experience.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

The new mShopper mobile platform enables retailers to customize the home page and product details pages of m-commerce sites.

Mobile commerce site builder mShopper has unveiled a new version of its m-commerce platform designed to help retailers achieve higher conversion rates by offering customers more information in slicker fashion.

The new home page adds a carousel of revolving products a retailer can use to spotlight special promotions or hot deals. It is among five primary objects on the home page that merchants can customize and place where they wish. A site search box appears atop the home page and every page of the site. The company says its clients’ mobile business is driven by search. The site search functionality has been upgraded to enable retailers to weight product categories and other facets to deliver search results in an optimal manner.

Also on the home page are a large hero image and sections for Top Categories and Top Brands. All elements of the home page are customizable and can be placed in any order.

Product details pages have been touched up. The mShopper platform hooks up to a retailer’s product data feed, which can be accessed through the mShopper platform dashboard. There retailers can integrate product name, image and description with three new tabbed sections below. The tabs can be used to display any aspect of product details a retailer chooses, such as size, color or specs.

And the vendor updated its shopping cart. It now offers integration with Amazon.com Inc.’s Checkout by Amazon, eBay Inc.’s PayPal and Google Inc.’s Google Checkout. It also has incorporated a retargeting tool designed to remind shoppers of items in a cart they abandoned. The system sends reminders via e-mail or text message.

MShopper now constructs sites using HTML5, the latest Internet programming language that many experts say is far more powerful than HTML4 and has the potential to help companies create sites that look and function more like their richer cousins, mobile apps. The language can render on any smartphone.

“We spent a lot of time on the design talking with merchants and consumers,” says David Gould, founder and CEO of mShopper. “It’s an entirely new design that incorporates the most important features that drive conversion. And everything is customizable on the fly.”

MShopper currently has 24 clients and expects to have more than 50 by the end of June. It offers its platform in a software-as-a-service setting, and charges a monthly license fee and a small commission on every sale. The fee structure is tiered. Merchants with fewer than 100,000 unique monthly visitors pay $99 per month; 100,000 to one million, $499; and one million or more, $999. The commission is a retailer’s published affiliate rate or a minimum of 5%.

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