Mobile web traffic and usage continues to grow at extraordinary rates, but traditionally it tends to offer less than half of the conversion rates that desktop enjoys (according to a Monetate study).
It can be safe to say that mobile users tend to be “surfers” rather than buyers. Mobile checkouts can often be less convenient than their desktop counterparts, with the majority of consumption occurring in dedicated apps as opposed to through websites.
However, with the arrival of the mobile-first index and the ever-growing popularity of voice search, now is as good a time as any to plan and execute the optimisation of your mobile e-commerce platforms. Here are a few tips for improving your mobile conversion rate:
Speed is Key
Google recently announced that mobile page speed would become a ranking factor in July of 2018. The speed that your pages load is a key factor in user experience and bounce rates. According to research by Kissmetrics, even a 1 second delay in your page loading could result in a 7% loss to your conversion rate!
Take the time to implement a mobile-responsive design to your website or invest some research into Google’s Accelerated Mobile Pages (AMP) project. But even a responsive design can still suffer from speed issues.
Here are some easy steps to reduce your mobile page speed:
- Enable caching.
- Implement accelerated mobile pages (AMP) code.
- Optimize images to smaller pixels and the .jpeg format.
- Reduce server response time.
- Reduce navigation and redirects — leverage the long scroll.
- Load above-the-fold content before below-the-fold content.
- Eliminate pop-up ads.
- Enable gzip compression on CSS and Hypert Text Markup Language (HTML) files.
Optimise Your Checkout
The downfall of mobile checkouts can often be because of their cumbersome nature. Navigation and usability, as well as the security factors surrounding inputting credit card details on public WiFi, are the main culprits.
Unfortunately a large part of this will be down to customer preference, but there are a few things you can implement to give your mobile checkout the best possible chances of converting.
Primarily, you should attempt to limit the number of clicks it takes to reach checkout. Try to contain all necessary checkout information to one page, with easily navigable fields and buttons. If you want to build trust factor, try integrating payment services which are trusted and secure, such as PayPal.
Scale Your Content
The mobile version of your website doesn’t have to contain absolutely everything your desktop version does – and it shouldn’t. Your mobile pages should be easily digestible whilst still offering the valuable information your visitors want.
You should write shorter headlines that are more likely to attract potential customers’ attention through their social news feed or on a mobile search engine results page (SERP). You should also provide more concise and clear calls to action.
Calls to Action & Feedback
It’s absolutely crucial that you include a strong call to action “above the fold” on your mobile pages. It’s just as important that users receive some sort of visual feedback whenever they have completed an action. It’s quite common for users to assume your pages aren’t working correctly if you don’t provide a tactile response to a click or action.
So long as it doesn’t affect your page speeds, try including a visual response to user interactions to improve your mobile user experience.
SMS Remarketing & Push Notifications
Making the most of mobile device capabilities can be a powerful way of remarketing. Make sure of Push notifications and SMS (yes, it’s still applicable in 2018!) to advertise promotions and limited time special offers. This can even be used to drive ads to people if they’re near your business, using location-based tracking.
The mobile search landscape continues to expand and take over traditional desktop search. However mobile search and advertising are fairly limited by the devices themselves. Re-optimising your strategy using different messaging and alternative marketing strategies to improve your conversion rate is key.