Is the mobile conversion rate of your website significantly lower compared to those from desktop computers? Mobile users are here to stay and businesses can no longer ignore them.
Mobile traffic has become an important channel for people to research any and all products and services they need. It helps customers connect with local companies while making it easier for organizations to connect with them in return. According to statistics, more than 50% of social media use occurs via mobile devices.
With a growing number of individuals using mobile devices rather than desktops to do their searches, it’s imperative for companies to start future-proofing their marketing strategies and working to improve their mobile conversion rate.
Here are the top four elements of your website you need to review in order to improve your mobile conversion rate:
1. Ensure Your Site is Mobile Friendly and Optimised
Considering your mobile website build is essential now that Google will index your mobile site first. Any website that takes longer than 3 seconds to load can lose almost all their mobile traffic. A study has found that more than 50% of users move to the next website if the one they’re trying to load takes more than 3 seconds. Interestingly, the same study also returned that 3 out of 4 mobile websites have a load time of more than 10 seconds.
It was found that those sites that load in less than 5 seconds are generating twice the revenue via mobile ads compared to those that take longer. Speed is a critical factor with regards to the loading times of a mobile website and unless you improve on this point, you won’t be getting decent conversions any time soon.
2. Keep Natural Finger Movements & Restrictions in Mind
The first impression of your website is essential as research shows that it takes just a second for people to create their impression of your website. Furthermore, it also shows that having a great design encourages visitors to hang about while a bad one does not. That is why usability is of utmost importance.
You can try to fix this by:
- Developing a website that follows a mobile-responsive design
- Keep an eye out for user flow to ensure that your mobile visitors are being led to the right information which encourages them to convert
- Ensuring that your onsite marketing campaigns are mobile-friendly
Aside from that, many websites fail to realise that CTA buttons can be frustrating to select. Having a very small target means that prospects will most likely slap their screen more than once just for them to be converted into a customer. It’s already hard enough to convince them once. To be safe, make sure that your buttons are 10x10 in size as the average touchpad is between 10 and 14mm in size.
To increase the difficulty of designing a mobile friendly website, you will need to consider the natural and comfortable areas for users to interact with your website. Check out the two images below to understand the most accessible areas on mobile for your CTA placements.
3. Less = More Mobile Conversions
Whichever aspect of a mobile website you are looking to optimise, it’s always important to remember that less is more. The concept behind this is going to be an important factor for each step you take in your mobile CRO campaign.
Take a look at some of the suggestions below:
- Ensure that the landing pages you make are as minimalistic as possible to save on load time
- Minimise your page headlines to 4 words only, the shorter the better
- Take advantage of “read more” options on your pages to give your users a faster mobile web page browsing experience
- Avoid including popups that ask users to download an app as these cause friction during the conversion process
- For tall content, try to use bullet points for better skimming
4. Ensure Your Site is Safe and Secure
Using HTTPS is important and should go without saying. This is especially true since Chrome is now going to warn visitors that a website is “Not Secure” which can lower trust in the minds of your visitors. You can avoid this by switching to the HTTPS protocol for your pages.
When people start to trust you, they will more than likely to click on your main CTA. Here are a few more ways to gain trust online:
- Making use of social proof from reviews and testimonials to reassure potential consumers that they are on the right track
- You should make them feel that their personal and financial details are safe with you (again, using HTTPS)
- Provide them with your contact information so they know you are real
One tip to remember is to include a call or click to call button on your mobile website. As it turns out, many mobile users like knowing that there’s a person who can answer their questions on the other end. This improves trust and is especially important in boosting mobile conversion rates and sales.