Qubit Tackles Product Discovery on Mobile with AI-Powered Solution

Oct 12, 2017

Qubit, providers of personalization technology, launched Qubit Aura, a product discovery solution for mobile web. The product has been built to help retail brands tackle a specifically mobile issue: while shoppers now spend equal time on mobile and desktop, the conversion rate for mobile is only half. Qubit Aura sits on an existing mobile website and, through AI-powered personalization, changes the products a user will see based on their behavior. Qubit announced the exclusive beta for Qubit Aura in July, and have been working with twenty businesses, including Diane von Furstenberg, Wolf & Badger, and ColourPop, to make iterations to the product ahead of the global launch.

With multiple patents pending, the product is powered by Qubit’s personalization platform. By tapping the Qubit Aura icon, users surface a layer over the existing mobile site, with the ability to seamlessly switch between discovery, browsing, and purchasing. The solution creates an integrated discovery environment which brings together a user's behavior with programmatic experiences, like social proof and product recommendations. Machine learning and event level data collection organizes products based on every unique visitors’ interests with a UX specifically developed to help overcome the limitations of a small screen. This means that, although two visitors start seeing the same experience, Qubit Aura quickly adapts, providing them with real-time individualized experiences based on their actions and predicted tastes.

Qubit have analyzed data across 35 fashion and cosmetics brands since January 2017, and spotted trends in consumer behavior when comparing desktop and mobile:

  • Traffic to each channel is about the same: 45.87% on desktop vs 44.7% on mobile
  • Conversion rates on desktop are more than double that of mobile: 3.35% on desktop vs. 1.61% on mobile
  • Revenue per visitor (RPV) is also more than double on desktop: $8.01 on desktop vs. $3.49 on mobile
  • The average number of products viewed per customer is far higher on desktop: 17.99 on desktop vs. 13.65 on mobile

Currently, most customers use search or a traditional hamburger menu as the way to discover a brand’s product catalog of thousands. Coupled with the small screen, brands face a real challenge when it comes to increasing the conversion rates and RPV in mobile, especially when traffic to each channel is the same. At the same time social networks, like Instagram and Pinterest, are extending their influence on the customer journey. These platforms are pursuing ecommerce strategies for future growth as consumers increasingly discover new product lines, and competitors, on these networks.