IBM reported that on Thanksgiving Day in 2014, mobile traffic exceeded desktop traffic, accounting for 52.1 percent of total online traffic. The data was collected from smartphones and tablets.
Furthermore, there was a 28.2 percent increase in mobile devices accounting for nearly 28 percent of online sales compared to the previous year (2013). The behavior of mobile shoppers differs significantly from desktop shoppers when it comes to clicking and checking out. To stay ahead in the competition and optimize conversion rates in the long run, websites should not only have a dedicated mobile version or responsive layout but also be customized for mobile conversions. Below is a compilation of ten modifications that can instantly enhance mobile conversion rates.
Improved Mobile Checkout Process
Users generally dislike lengthy forms and providing excessive information. By simplifying your form and ena...
bling guest checkouts as well as 1-click checkouts for returning customers, you can greatly improve the chances of conversion on your mobile website.
Instead of creating a mobile version of the regular checkout process, it is suggested to design mobile checkout pages that only require basic information. This can help improve the checkout experience and reduce abandoned shopping carts. One way to achieve this is by suggesting addresses using a Google Maps plugin and utilizing a visual calendar instead of numeric dates.
For e-commerce sites that use PayPal, offering Amazon Payments as an alternative is recommended. By doing so, customers can log in with their Amazon account and complete a 1-click mobile checkout process without leaving your website.
To cater to those who prefer browsing on mobile devices but prefer shopping on desktops, it is important to recognize their preferences. To accommodate this large customer
segment, offer them the option to receive their shopping cart or website via email. This allows them to resume where they left off later, regardless of the device they use. It's essential not just include an "email shopping cart" button; also explain the reasons for emailing it as well.
Examples could include purchasing it after work, discussing it with your spouse, buying it from a desktop computer, or sharing it with a friend - the options are limitless. According to Google, an astonishing 68 percent of mobile searches happen at home where larger-screen devices are accessible. This implies that if individuals wish to continue their shopping experience on a desktop device, they can effortlessly do so as long as the website offers convenience.
Incorporate Only the Most Relevant Content
While some argue in favor of providing an extensive amount of content, the opposite holds true for mobile devices. The general guideline for smartphones and tablets is that having more content results in fewer sales.
To ensure important information is visible without scrolling, it's necessary to adapt the layout instead of reducing content. The fold, which marks the bottom of the initial visible page, requires scrolling for anything below it to be seen. Many responsive layouts and mobile sites only display the product image above the fold, ignoring relevant details like price and main features. Instead of converting a horizontal layout into a vertical one with all content in a single column, it's better to allow users to scroll enough to get more information about the product without feeling like they're endlessly scrolling. If budget constraints prevent creating different content for mobile, include a button on the bottom right that
lets mobile users instantly return to the top of the page.
Using videos is another effective way to provide more information without excessive scrolling. Videos are consumed daily and can be a great alternative to 3D product images.
Improve Cross-channel Tracking
Individuals often evaluate the return on investment (ROI) of a mobile website based on the leads or sales it directly generates through mobile devices. However, a significant portion of traffic later converts through other means such as phone calls, emails, or in-store visits. Although tracking the impact of mobile traffic on non-mobile conversions may be challenging, it is not impossible. Various methods can be utilized for cross-channel tracking, such as asking customers where they first heard about you, utilizing a Google forwarding number, or offering printable coupons for in-store use. For retailers with e-commerce websites, the key aspect to consider when implementing cross-channel tracking is identifying where customers first engage with the business. The marketing approach for a mobile browser who ultimately makes an in-store purchase would differ greatly from that of online window shoppers.
To increase revenues, it is important to differentiate various aspects. One such aspect is the number of images on a website. To ensure a better user experience, limit the number of images on your website. This is especially important for smartphones and tablets, where images should be smaller and adapted to fit the screen size. Ideally, an e-commerce website should have 5 product photos. However, if this slows down the website, consider displaying only one featured image on the main product page for mobile devices and offering more photos on a separate page. Additionally, minimize the number of clicks on mobile by ensuring
that the website loads within 3 seconds without requiring a second page for additional photos.
Another crucial aspect for mobile websites is navigation. To avoid accidental clicks, space out buttons, links, and other clickable elements on the website.
Maintaining a blank border between the content and the outer screen border is crucial for enhancing scrolling and improving the overall appearance. Adhering to this guideline can significantly decrease drop-off rates.
For extensive e-commerce websites that offer diverse products like electronics, furniture, clothing, and beauty supplies, finding an efficient method for customers to filter options can be challenging. Ideally, customers should be able to narrow down their choices within 4 clicks or fewer. Price filters can be replaced with sliders, and color selections and popular brands should utilize icons whenever possible.
Visible Click-to-Call Button
To encourage phone calls through mobile traffic, it is important to make calling effortless and obvious for website visitors. Click-to-call buttons are specifically designed for smartphones to instantly dial the clicked number.
Converting mobile traffic into phone leads can often only be achieved through this method. Imagine attempting to select, duplicate, and paste a telephone number or hurriedly looking for writing materials to jot it down before placing a call. Even if you are in a positive state of mind, the chances of actually making that call are minimal.
Avoid the utilization of pop-up banners
Pop-up banners have an adverse effect on conversion rates for mobile sites. They not only pose difficulties when trying to close them but also interrupt potential buyers' thought processes.
The speed of the mobile shopping experience is crucial as any extra click or distraction decreases the conversion rate and significantly increases the drop-off rate.
Creating a Sense
To optimize the ecommerce website, it is important to generate a sense of urgency at some point during the shopping process. Instead of using the same approach for all devices, acknowledge that the user is on a smartphone or tablet and provide them with exclusive offers tailored for mobile shoppers. Examples include buy one, get one free, receive a 10 percent discount on the second item, or enjoy free shipping.
The main strategy is to identify the precise moment when mobile shoppers drop out of the sales funnel and entice them with an irresistible offer. To optimize conversions, it is also crucial to provide an incentive for users to add items to their shopping cart and complete the checkout process using any device within 24 hours. Ultimately, the company's overall financial well-being outweighs the significance of mobile conversions.
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