8 Effective Ways to Increase Your Mobile Conversion Rates
More people than ever are using their smartphones to make purchases, and this trend will only continue to grow. Consider, first, that more people today are smartphone owners than ever before. According to OuterBox, 125 million U.S. consumers, alone, own smartphones. Second, these devices have convenient screen sizes that make them easy to use for tasks like browsing products, reading reviews and purchasing. And they’re more easily accessible than most other devices consumers might use such as a laptop or tablet. With this, it’s no wonder that Google has even updated its algorithms to promote sites that are mobile-friendly.
But having a mobile-friendly and responsive site won’t cut it when it comes to increasing conversions and improving your bottom line. Your site needs to be specifically designed for mobile users in order to effectively cater to them and boost your mobile conversions.
Here are the top eight tips that will greatly help you with your CRO (conversion rate optimization) efforts on mobile:
1. Get rid of pop-ups
While pop-ups for a computer user might be tolerable, for mobile users they create frustrating distractions that are difficult to bypass. You should provide a seamless and quick shopping experience for your mobile consumer, void of interruptions. Keep in mind that every single unnecessary click drastically lowers conversion rates and encourages visitors to leave your site.
2. Allow visitors to change devices
Many consumers browse on their mobiles and purchase on their desktops. It would be a shame to force these valuable shoppers to start from scratch when they open up your site from their computers.
Cater to this group of shoppers by supporting a seamless checkout process from a different device. You can do this by suggesting that they create an account, or by offering to email them a link to their shopping cart so they can start where they left off at a later time. When you do this, be sure to mention why you’re offering this convenience—to make their lives easier.
3. Show only the most relevant content
Not to downplay the importance of our other tips, but this one is especially crucial! The “provide as much content as possible” approach will seriously hurt your mobile consumers’ shopping experience. This is where you need to focus on your mobile content strategy, and keep this rule in mind, always: The more superfluous content, the fewer mobile sales.
In addition to carefully choosing what content is worth providing on your mobile site, you need to consider the impact of your layout. Make sure the most important information is visible above the fold (the imaginary line at the bottom of the page after which the user needs to begin scrolling). Don’t neglect to show important product information in this space in addition to appealing product images!
4. Create a sense of urgency
This rule applies to any ecommerce site, not just to mobile sites. You can significantly improve conversions using perks that will create a sense of urgency and help you close sales quicker. Even better, offer mobile shoppers perks—like a discount off of a second item, or free shipping—that are available only to them. In addition to increasing conversions, this practice will also reveal at what stage your mobile shoppers are falling out of the sales funnel, information you can use to design better targeted offers they won’t be able to refuse next time.
5. Make sure your site loads fast
Interesting fact: Google recommends that above-the-fold content on mobile load within one second. Just one! There is nothing that encourages your mobile site visitor to bounce away quicker than a slow-loading site. You know it. I know it. And Google knows it.
If you think desktop shoppers have little patience, mobile shoppers have even less. Keep in mind that the most popular network for mobile is 3G. You’ll be doing your site visitors a favor by ensuring that above-the-fold content load first so they can interact with it while the rest of the site content loads.
6. Simplify the payment process and forms
You can greatly enhance the buyer’s experience by implementing simple checkout forms and a smooth payment process. There are various steps you can take to ease the payment process. For example, you can use one-click buttons on purchase pages. This will save mobile consumers from the tedious task of filling out a form with all of their information each time they want to make a purchase. With one-click buttons, this information can be filled in automatically, allowing shoppers to quickly make purchases on-the-go, and not have to try to type their information with their fingers on a smaller screen. Payment forms do not have autocorrect!
Another must-do for offering a simpler payment process is supporting the most common billing solutions. Considering that PayPal has more than 169 million active accounts, chances are your customer has a PayPal account. In addition to major credit and debit cards, you should support PayPal and other popular and widely-used one-click payment methods, which will make it even easier and more appealing for mobile users to make purchases using their smartphones.
7. Consider the location of mobile visitors
When designing your mobile website, think local! By taking steps to localize your website content, you’re creating a larger group of consumers who can relate to your website and who feel that you are more specifically meeting their needs, thus providing higher value.
Your business’s physical location shouldn’t be a limiting factor here. Ways to localize your content include using the local language and currency, and using the types of keywords that customers in that region are likely to use. If you do have various store locations, make sure your site includes a button to open up that location in Google Maps or Waze. You should also have an easily visible “click-to-call” button. Doing this will significantly help you rank better in the mobile SERPs and drive more visitors to your site.
8. Have a mobile user-friendly UX
This one’s a no-brainer, but it’s super important not to overlook that every aspect of your mobile website should be designed with the mobile user in mind. That means buttons and links placed far enough apart that they’re easy to click and involuntary clicks are avoided.
Your content layout needs to be pleasing to the eye, which means appropriate fonts and text layout. To make the shopping experience even easier for mobile users, give them an option to quickly (in 4 clicks or less) filter the products they want to see.
Mobile commerce transactions are expected to reach $142 billion in 2016 according to Forrester Research. This translates to an incredible opportunity to improve your bottom line if you have a mobile website that works for you. The steps above will help you properly design your mobile site so it caters to smartphone users and helps drive conversions.