For her latest Mobile Commerce Daily column, reporter Alex Samuely reported on the runaway success Motel 6 has experienced since moving to a more responsive platform in late October.

In just eight months, the brand has seen conversion rates jump 21 percent on mobile and 19 percent on desktop.

Mike Treff, Managing Partner at Code and Theory, weighed in on why focusing on personalization has had an impact on these results:

"I’m most excited about the emphasis on personalization. What mobile users will notice right away is that we’ve significantly reduced the number of clicks required to book a room. To do this, we made sure to leverage both the unique features of a mobile device (like geolocation), as well as information Motel 6 already has on users (like recent bookings)."

Mobile Marketer is the leading publisher of news, analysis and opinions on mobile marketing, media and commerce. To read the entire column, click here. And to learn more about our work with Motel 6, click the link below.