High street fashion retailer New Look has released Q1 results from its mCommerce site, designed and built by Mobile Interactive Group (MIG).

The company says the three months since launch in April 2011 have seen the fully transactional mobile site far exceed key performance indicators, with conversions at times outstripping internet transactions.

Year-on-year, there has been an increase in mobile sales of over 500 per cent, plus an increase in site visits of over 800 per cent. Between the launch of the mobile site in April, and the end of July, there has been an increase in orders of over 60 per cent, and an increase in revenue of over 45 per cent.

“We’ve seen some incredible results since going live with our mobile internet site in April, totally exceeding initial KPIs,” says New Look multichannel director, Dom McBrien. “Plus, we have more plans in place over the coming months to ensure we are providing an outstanding multi-channel customer experience.

“We’ve utilised the latest technology to create a feature-rich mobile shopping experience that offers our customers an easy and convenient way to shop whenever they choose. Features such as the fast, ‘one-click purchasing and engaging browse, zoom and view functionality deliver a seamless and rewarding user experience, which since launch has seen the mobile conversion rate double.”

MIG says it worked extensively on the usability of the site to reduce the user journey from enquiry to product to check-out, developing a one-click purchase option for registered users. Non-registered shoppers can also browse the site and make one-off purchases.

MIG also leveraged the functionality enabled by HTML5 to deliver product zooming and spinning; the ability to browse products in one, two or three column formats; seamless viewing, with accordion navigation to reduce page refreshes; and a single consumer shopping basket between the website and the mobile site. In addition, the site gives users the option to locate their nearest store and to share products via Facebook, Twitter and email.

“The past 12 months have seen mCommerce move to being a central strategy for all major retailers,” says MIG commercial director, Matt Cockett. “We are particularly proud of the design and build for New Look, as it perfectly demonstrates how far we can push the possibilities of the mobile internet, transactions, and social media, and also work with the native device features, like mapping and location, to deliver an amazing user experience and deep user engagement.”