Before getting into mobile conversion optimization let’s first start with what the conversion rate is.
Conversion Rate is the percentage of visitors who take a specific action (like purchase a product) to the total number of visitors.
Conversion Rate Optimization (CRO) is simply a process that is used for increasing the conversion rate.
So, mobile conversion optimization is all about increasing the users’ percentage who take a desirable action when viewing a webpage on a mobile phone.
However, when it comes to comparing the desktop and mobile CRO, both of them pose substantial variations.
To understand how visitors actually interact with your website on mobile and improve your mobile conversion rate you can try this free visitor recording plugin.
As far as mobile CRO is concerned, it is concentrated on both efficiency and speed. Since mobile users tend to browse on their cellular network, if not optimized properly, web pages may take a longer time to load, frustrating the users.
Why Is It Important?
Over the last few years, mobile conversion rates importance has grown exponentially with mobile search and commerce becoming the staples of everyday life.
On top of that, with 51% searchers looking out to buy from a mobile-optimized website makes it even more crucial for sellers to have their site mobile optimized.
Although this optimization type also uses the same foundational CRO principles. However, there are certain nuances that only get applied to mobile users.
If you, being the seller, are not familiar with such nuances, you are most likely to lose your sales.
What you must keep in mind here is that if people face a disheartening or a negative experience on mobile, the chances of not buying from you increase by 62%.
In 2020 the number of global website mobile traffic stands at 51.53%.
Also, almost 57% of users may not recommend your business further if your site poorly designed or managed on mobile. Enough to give you an idea of lost revenue, isn’t it?
Why Is the Conversion Rate on Mobile Lower?
Despite having more than half of the global traffic, the truth is that the mobile ecommerce conversion rate is way lower than desktop.
What may seem confusing here is that there is no agreement as to why that happens specifically. A common explanation behind this fact could be that smartphones are majorly used for browsing instead of buying.
Another explanation could be that people generally use phones when they don’t have enough time to shop. So, now the question arises is that what is about mobile phones that stop people from converting?
Let’s glance at a few reasons mentioned below:
- Some Features Prevent Mobile Conversion Optimization:
When you don’t pay enough attention to mobile optimization, there are always a few, or maybe plenty of, features that may hinder seamless conversion on smartphones – or even tablets.
Thus, only if you correct these issues, you can gain a conversion number that is satisfactory. So, to give you an idea, some of these features could be:
- Screen size not being ideal for shopping
- Network speed leading to slow shopping
- Pages not loading properly on mobile
Find out a way to fix these issues, and you might be good to go with.
- Poor Usability of Mobile Ecommerce:
One of the biggest mistakes that most companies make is shifting their customers towards a poorly developed eCommerce platform that is neither intuitive nor customer-friendly. For instance:
- Confused terminology in terms of navigation elements
- Asking users to fill up details inconveniently
- Confusing and frustrating users with untappable (unclickable) items
- Killing conversions with mobile image sliders
- Forcing users toward desktop version
- Un-navigating menus
- Redundant, confusing, and inaccurate filter and search options
How to Increase Conversions on Mobile?
- Improve Site Speed:
Courtesy of lightning-fast home internet and LTE networks, consumers expect nothing more than instantly loading websites. Even a second of delay can make your visitors impatient enough to jump to your competitor’s site.
Hence, it is more than necessary to optimize the speed and ensure that the site loads quickly. Just to give you an idea, approximately 64% of smartphone browsers expect a website to load within four seconds or lesser.
If your site doesn’t match this benchmark, your conversion rate may suffer drastically. So, how can you boost mobile page speed?
- Organize HTML code in such a way that it loads above-the-fold content first
- Avoid redirecting your users to another web page if they click on one
- Compress visual content so that every page is not more than 1-2MB in size
If you wish to figure out how your site on mobile is performing, you can use the Page Speed Insights tool by Google.
- Have a Responsive Website:
Responsive website designs are a significant part of the mobile search algorithm put forward by Google. Sites that have a responsive design get higher priority ranking by this search engine.
The idea behind this requirement is quite simple. You have to develop or design the site in a way that it adapts to different screen sizes and orientations. In simple words, your mobile pages must respond well and look the same, whether a user is browsing on a smaller screen phone or a tablet.
- Make the Text Skimmable:
Next, make sure you are looking into the amount of text that is going into your site. Sure, you need valuable and informative content to communicate your products and services to visitors.
However, that doesn’t mean you dump difficult to read and lengthy texts on the site. Most of your visitors merely skim through the site. So, make sure that you let them know everything in limited words.
Keep in mind that if a paragraph has two sentences on the desktop, it might show six on the smartphone. Thus, try to keep paragraphs and sentences as short as possible. Also, make sure that you use the right font that is clear and easy on the eyes.
- Use Images:
Believe it or not, a rememberable mobile experience is one that involves a lot of images. Whether games or social networks, everything heavily depends upon visuals. And, online sites or stores are no major exceptions.
After all, visuals are way easier to perceive and comprehend than mere text. In fact, almost 67% of customers affirm that product images are essential in completing a purchase. The way you display these images could lead to an improved mobile conversion rate.
If you want, you can also use 360-degree images to make the experience even more mobile-friendly.
- Avoid Pop-Ups and Push Notifications:
Pop-ups and push notifications have been in the crosshairs of Google for a long. In 2016, this search giant even came up with a new search algorithm that penalized sites with intrusive pop-ups on mobile devices.
The reason behind this is that pop-ups and push notifications may cover the entire screen and interrupt users’ browsing experience. Not just that, but with unnecessary elements, your potential leads may get distracted from the call action buttons.
So, consider replacing push notifications and pop-ups with any other type of digital advertising. For instance, you can use in-text hyperlinks to acquire ad revenue. Or, you can even add CTA buttons and prompts.
These alternatives will help you monetize the site without getting reprimanded by Google.
- Ensure Every Page Has a Single CTA:
While you may want to increase the chances of conversion by putting several CTAs on a page, a number that goes beyond two might end up confusing your visitors. They remain stranded between the choices to make.
So, for better conversion and optimization, make sure that every web page has no more than a single CTA button. Also, when doing so, ensure that this button is clearly visible and within the instant reach of the customer.
- Create Urgency:
When you trigger the psychological behavior of your target audience, you get to have more conversion rates than before. In this situation, you can create urgency and compel them to take action right away.
This can be done by putting a timer on your products or convincing your customers that now is the right time to avail a specific service at a certain price. Nobody wants to let go of a convincing and pocket-friendly deal. So, play around their needs and trigger the urgency.
- Minimize Steps Required to Make a Purchase:
Think about you, will you continue filling up a form that has unnecessary columns? How about sticking by until the end, irrespective of how much it takes for you to reach that end? Considering the impatience that the current user generation has, nobody will conveniently fill up every column and row in your purchase form.
So, make sure that you minimize the steps as much as possible. You can even allow guest check-out as it boosts more conversions than persuading customers to make a profile and then complete the purchase.
- Test Test Test:
Even if you think you have everything in place, mobile CRO strategies don’t seem to seize. This one is a lengthy, consistent procedure that requires consistent changes, alterations, and testing.
Keep an eye on the latest Google algorithms and mobile CRO tips, tricks, and strategies so that you never stay behind in the implementation game. Test every 15 days or month to keep put amidst the rising competition.
Mobile holds the future of online shopping. With more people owning mobiles and tablets than desktop, the amount of time spent on searching is consistently increasing with every passing day.
And with that, it is becoming essential to convert websites to mobile-friendly aspects. On top of that, the uses of IoT devices, in-app searches, and voice assistants are entirely changing the use of mobile devices.
So, only by optimizing your website, you can resolve issues and increase the possibility of ranking higher. Get started today!