Premium Swiss chocolate manufacturer and retailer Lindt & Sprungli USA recently launched a redesigned Web site that leverages responsive design to streamline checkout for mobile users.

The new Lindt.com site is more interactive and features a stronger visual look for both desktop and mobile devices. By streamlining the checkout process, Lindt has experienced a significant increase in ROI and mobile revenue.

“For our site relaunch, we focused our mobile optimization efforts to the checkout funnel, where optimization ROI is greatest,” said Christine Bullen, vice president of direct to consumer and specialty channels at Lindt USA, Stratham, NH.

“Traditional checkout flows require a lot of zooming in and out on a mobile device,” she said.

“With our IBM technology partners Crossview, we implemented a responsive checkout design to streamline checkout. With this improvement we’re seeing a 140 percent increase in conversion rate and 237 percent increase in revenue on mobile devices.”

Favorite recipes
The new site now helps shoppers refine their selections by chocolate taste preference and favorite recipes.

Additionally, the site provides additional background on the making of Lindt chocolate.

A key benefit of the new site is the simplified checkout process and streamlined registration process for the Lindt Lovers Rewards Club, enabling customers to access exclusive offers and earn dollars off future orders.

Checkout abandonment by mobile consumers can be a big problem for online retailers as customers get frustrated with the small screen sizes on mobile when they have to key in a lot information.

For example, a study from Jumio earlier this year found that 66 percent of smartphone and tablet users have abandoned their transactions due to problems during the payment process.

However, by simplifying the checkout process and optimizing it for mobile, retailers can drive a significant increase in mobile ROI and revenue, as Lindt learned.

Mobile traffic grows
Lindt is supporting the new site with exclusive products, a free shipping offer and gift-with-purchase promotion.

For example, through Nov. 15, Lindt.com orders $50 and greater include free ground shipping and a complimentary truffle.

Last year Lindt USA gave mobile a key role in its holiday marketing program via a new application that let users send customized holiday greetings to family and friends incorporating the Lindt Bear (see story).

This year, Lindt decided to redesign its Web site with a bigger focus on mobile after watching how traffic from mobile consumers continues to grow.

“We’re anticipating mobile will take an increasingly important role in 2013,” Ms. Bullen said.

“We’ve seen mobile traffic grow significantly as a portion of traffic over the past three years,” she said.

“In Q4 2013, we’re estimating mobile traffic will approach 25 percent of total site traffic. With this growth there’s an increased focus on conversion rate optimization on the mobile device.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York