E-commerce traffic is shifting and Forrester projects that trade sales on smartphones and mobile devices will total $115bn in 2015 and $252bn in the US by 2020. On the other hand, the increasing traffic on mobile devices is not being reflected by the actual sales; almost half of the traffic comes from mobile devices, whereas only 28% of sales come from mobile devices.
The huge shift to traffic on mobile means that businesses need to adapt their websites to be as user friendly on smaller devices as they are on the big screen. To improve your mobile conversion rate, your creative and user experience design teams, content marketing teams and optimisation experts must collaborate, to create a mobile user experience that can boost mobile conversion.
So how can you boost mobile conversion in your business?
1/ Mobile Optimised
For starters, you need a site that is responsive. This means it adapts its shape and proportions to become more user-friendly and attractive, depending on the size of the device screen. If your website is not responsive, you are behind the times and your business will almost definitely be suffering from it. Contact us for information and quotes.
Excessive links instigate extra fiction, the navigation a longer process and the links slower to load. It should take no more than 2 clicks to reach anywhere on your site. Make sure the search bar is easily accessible from every page, and that the menu bar is comprehensive and easy to understand. Have a click-to-call button on the permanent header, as this is essential to the spontaneous appeal of potential customers.
The home screen should engage the audience immediately, using sliders, impact images, videos or even contests and competitions. However the smaller screen size means that your site can look cramped and disorganised compared to the website equivalent. Although each visual should have a big impact on the consumer, choose carefully and modestly; less is more on mobile websites. To create a great visual experience for mobile users does not mean you need to sacrifice mobile performance. Avoid bunches of text on the home screen as this gives a crammed and overwhelming feeling to the page.
Buying online itself can be difficult, as customers are unable to touch the product or discuss options with a salesperson. Due to the smaller screen size, buying products becomes even more difficult on mobile devices, as the images are smaller and less detailed. Therefore your zoom capabilities should be high-quality and easy to use through an intuitive touch motion, allowing the customer to view details and alternate angles. A short video is a great way to describe the product or services being offered, as research shows that conversion for customers that watch these videos increases by as much as 200%.
5/ Encourage Sharing
Your mobile optimised site should facilitate sharing, hash-tagging and pinning any of your visual content on social media, as well as sharing any purchases your customers may have made. Place social sharing buttons strategically so that the action is naturally part of a good user experience. This will encourage grateful customers to share their experience with friends, driving more traffic (and sales!) to your website.
Often, customers are browsing and ‘window shopping’ on mobile sites; they are looking to be persuaded. So ensure you catch their interest with offers and coupons, specific to mobile users. This is particularly important for restaurants, as customers often look for reduction coupons as they are searching town for somewhere to eat. For instance, mobile sites that were specifically designed to gather users’ data in exchange for a coupon had a 55% conversion rate.
7/ Use the benefits of mobile devices!
There are so many benefits to mobile sites, if you do it right. Social media is more prominent on mobile, so always use this to your advantage. The GPS that is built into smartphones has huge advantages, for instance, using it to estimate shipping costs or delivery times. Nearest store or product locators are also great ways to capitalise on the preference for local mobile searches.
The potential of device-optimised dynamic media technology is huge, and will only be increasing in the next few years. In order to keep up with your competitors, you need to utilise your responsive website and ensure your mobile conversion is constantly improving.
If your website is mobile optimised but not returning your investment, try reviewing the website’s visuals, speed and structure, and use this blog to identify areas of improvement.
We'd love to help so get in touch to discuss the opportunities: 01189 100 012 or email firstname.lastname@example.org .
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