Increase your Mobile Conversions in 4 Simple Steps
As reported by Statista.com, the global mobile data traffic is expected to increase nearly a sevenfold between 2016 and 2021. Mobile commerce is growing stronger, website developers are pushed to adopt the mobile-first approach for their design model. In short, we can say the world is on wheels; and people have moved beyond desktops and are enjoying every privilege through different devices of different viewport sizes. So it’s quite clear that mobile conversions are important for a long-run in the market and how to improve these numbers we will study in this blog.
Before that, let’s understand,
Why Mobile Conversion Rates get low?
It is a challenge faced by every online retailer. Better conversion rates promise them better revenue, but it never turns out they could have them so easily. Mobile users are spoiled, too spoiled for choices; they try to find convenience and comfort in everything. They will not think twice before switching the sites. It’s so easy for them and as for you; you will find yourself dealing with a bad business. But why do mobile users switch so easily or what are the reasons that affect mobile conversion rates?
- When retailers fail to optimize their desktop website (properly) to Smartphones and tablets, customers will find it laborious to shop on that tiny screen. So, the end result is obvious, you lose your conversion to the competitor website.
- Most of the mobile customers don’t feel so easy making an online payment every time they make a purchase. So when a mobile user decides against performing the monotonous, unsecured process, again and again, it affects the conversion rate.
- A search engine is a huge place and with so many websites to browse, it will not be surprising if we find mobile users frequently switching between multiple websites.
Tips to Improve Mobile Conversions
Start with the Google Analytics:
If your mobile conversion rate has dropped you should definitely see your online report card to see where you have failed.
- A look into acquisition channel gives you a better picture of the source of your customers.
- Analyze the search queries; it will help you understand what customers were looking for.
- The behavior flow report gives an insight into customer’s journey on your mobile website. You will find it easy to identify areas with issues, where visitors are dropping-off from the website.
Basically, visitors jump from a website when they don’t find what they need or when they feel that the path they are about to take towards the conversion funnel is unclear or too complex.
So, let’s us see how we can improve the journey of a mobile user on a website.
- Optimize CTAOptimize CTA; the words trigger the obvious response from the audience. Color, content, typography, sizing, well why not move towards something big, to make it more impactful?One of the common mistakes we see is people use a lot of generic terms in CTA. Instead of ‘Buy now’, ‘try me’, they should use texts that would focus exclusively on their business products and services.
Suppose you are providing SEO services, then the CTA text should read something like this,
‘Get exclusive SEO marketing tips’
The next thing is you have to do is create urgency. For doing that use time-tested words relevant to the products and services. ‘Try now’, ‘free trial’, words as such create urgency and pushes customers to perform some action and this definitely boosts the traffic by a good margin.
Now coming to the user experience, a CTA should be logically placed in a mobile website; it should not be done keeping a desktop browser in mind. Since a mobile device fits in hand, the screen size obviously matters and even if a page takes few minutes to load, the CTA button should be visible ASAP. So make CTA as one of the major features of your mobile website and do not place it in the footer.
- Perform Geo-TargetingWhen the purpose is met, there will be a conversion.Geo-targeting helps businesses in meeting the purpose of customers. I’ll give you an example. Your website is doing business on a global scale. The same website for every country, state, and city. You have the best-looking website, great navigation structure, and still, the website would fail to see the conversions as expected.Why? Let’s say the default language of your website is ENGLISH with the quotes in DOLLARS. You think the customers in SPAIN will love your website?
No, they would definitely go to some other website with Spanish pages and quotes that are displayed in EURO.So, things that should be tested under geo-targeting includes the language, currency, local offers, marketing campaigns, and of course the visual elements.
Take any global brand, check their website for each country; you will understand why geo-targeting is crucially important for having better conversions.
- Use Exit Intent TechnologyMobile users lose their mind when they have to deal with popup banners; I mean enough to make them jump from that website.Use exit intent technology, it is quite similar to exit popups. An exit popup is a message that is delivered to customers who intend to move away from the website. So, when the customers find themselves facing an attractive offer at the last moment, the chances are they may change their mind and convert.
The exit-intent technology is little more advanced. It works on predictive algorithm, so when your potential customer packs his stuff to leave your website, a window pops-up in the form of a strong CTA with a message like,
- Leaving Already?
- Leaving so soon?
- Before you go…..
Followed by, you can offer them a coupon code if they subscribe or a discount on a product, so they would stay and convert.
The exit message actually is a lifeline to get back the customer from leaving the website without any action.
The exit intent technology works similar to exit popups, but is a lot better, because the algorithm detects the visitor’s mouse movements and velocity to send that popup message.
- Simplify the Checkout ProcessesNo one likes filling a lengthy form, especially the mobile online shoppers. They find the process very tedious and energy draining, for they have to deal filling every field from a small device against doing from a convenient desktop.According to Baynard Institute, (as at January 2016) the average shopping cart abandonment for e-commerce stores comes around 68.63%.
So, we can easily deduce that it’s not just the conversion funnel, but customers even drop-off from the checkout funnel if they find it too long for their comfort.
What’s the solution?
Offer a stellar 1-click mobile checkout process for your customers. And coming to the design and layout, add check out buttons at the top and bottom of your mobile web page. Include security logos to show that you are trustable for doing business.
Once customers find it easier to complete a sale, your business will automatically witness a good build in mobile conversions.