Have you finally come to the conclusion that having a strong mobile website would be best for your business? If so, you are on the right track to success.
With a growing number of people using mobile devices, it is more important than ever to have a robust mobile site that can handle traffic coming from mobile OS .
Here is the problem: many people don’t know what goes into increasing their mobile site conversion. They have everything figured out as far as desktop visitors are concerned, but the mobile world is an entirely different ball game.
Now is the Time
Check out this excerpt from a recent StatCounter study:
“Mobile internet usage in the US has grown by 73% over the last 12 months to reach 24.4% in August. UK mobile internet usage is up by 69% to 23.2%.”
As you can see, mobile internet usage is taking off in the United States, as well as many other parts of the world, such as the United Kingdom.
You can look at this two ways:
- Disappointment, as you don’t know how to use this to your advantage.
- Opportunity, as you are now in position to reach a larger audience.
Let’s get back to mobile site conversion. Even if your conversion rate has suffered up to this point, it doesn’t mean you have to travel down this path in the future. There are strategies you can implement, without much time or money, which have the potential to boost your conversion rate.
Here are five ideas to consider
1. The mantra “less is more” should be your guiding light
Think about the way you browse the internet from your smartphone or tablet. Do you have a lot of time? Are you interested in sifting through tons of content and images, just to find what you are looking for? Probably not.
When it comes to mobile design, less is always more. Most mobile visitors have a specific reason for navigating to your website. Maybe they are looking for a business in their area. Maybe they want to compare your price to a local store.
If you want to keep mobile visitors on your site, eliminate as many distractions as possible. Get to the point by providing simplified, visually appealing contact with defined navigation.
Bottom line: when you don’t chase visitors away with a crowded design, your conversion rate will improve.
2. Use pop-ups
When you think back to the early days of the internet, you may cringe at the thought of all those annoying pop-ups that were always getting in the way.
Guess what? These are making a comeback. The only difference is that these pop-ups actually have a purpose this time around. After all, it is 2015 not 1995.
WisePops, for example, can be used to display pop ups on a mobile site. You can do a variety of things with such a solution, all of which are meant to increase mobile conversions. Here are some ideas to consider:
- Use a pop-up to provide mobile users with a special offer, such as a discount code.
- Give visitors the opportunity to join your mailing list. Once you collect a person’s email address, you can market your products and/or services to them again in the future.
- Promote your most important content, such as videos, blog posts, and anything else you want people to see.
From a website owner’s perspective, there are many benefits of using a pop-up program, including the fact that this will improve conversions while keeping people around for a longer period of time.
On the flipside, visitors don’t mind these pop-ups, as long as they provide them with information of value, such as a link to popular content or a coupon for saving money.
3. Keep images to a minimum
This is not to say your mobile site should be “text only.” However, if you want to increase the conversion rate of your mobile website, you must eliminate images that have no real purpose.
There are a couple of reasons for this:
- Images can get in the way of what you are really trying to say or accomplish.
- Images can slow down your website, which is one of the top reasons why visitors leave a mobile site before finding what they were looking for.
The number of images you use will depend on many factors, including the type of website you are running. For example, an ecommerce website should use more images than a basic blog.
Additional tip: make sure images adapt to the appropriate screen size. If this doesn’t happen, your visitors will only see a jumbled webpage mixed with large images and content. At that point, their first thought is simple: time to find another resource.
4. Make life easier on your visitors
Here is the one question you need to answer: what do you want people to do upon visiting your website?
Once you know the answer to this question, you can design your site to make life easier on these visitors.
If your goal is for mobile visitors to make a purchase from your store, they shouldn’t have to search far and wide for the product they are looking for. Navigation should be simple. Images should be resized and easy to view. The shopping cart should be easy to understand. The checkout process should only take a couple of minutes, at the most.
Have you found that email or phone calls convert better than organic mobile traffic? In this case, don’t hesitate to push people in the appropriate direction with a killer call to action. You could add a “call button” in a prominent location, making it easy for users to click to dial.
Or maybe you can use a pop-up program to ensure that every visitor has the opportunity to join your mailing list. What about a sign-up box for a discount? Give people a reason to take action.
5. Encourage social sharing
According to the Pew Research Center, “as of January 2014, 74% of online adults use social networking sites.”
Of these people, a large percentage use social sites, such as Facebook and Twitter, on their mobile device.
If you want to squeeze every last ounce of success out of your mobile site, you should do whatever you can to encourage social sharing.
This is important for two reasons:
- When somebody shares a piece of content it shows that they are interested in what you have to say.
- When your content is shared on social media it will help bring other visitors to your site, all of which you can attempt to convert into customers.
There are a lot of things changing in the wonderful world of social media, but the one constant is the fact that people will continue to use these sites to share content with one another.
Here is what Business Insider has to say about social media and mobile devices:
“60% or so of social media time is spent not on desktop computers but on smartphones and tablets.”
Now that you know this, it is time to encourage social sharing.
If you don’t have a mobile website, you shouldn’t worry about boosting your conversion rate just. Instead, you should first take care of the basics.
Once your mobile site is in place, it is time to focus on the five strategies above. If you implement one or more of these ideas, it won’t be long before your conversion rate is taking off. At that point, you can continue to experiment with all these strategies, never settling until you have exercised all possible options.