It’s old news: mobile traffic is growing across all demographics and markets. Mobile 2.0 is here and so your website must be mobile responsive. But have you ever heard someone say “mobile doesn’t convert”? Surprise! It isn’t true. At least, it doesn’t have to be true for you. In fact, it is possible to have higher conversion rates on mobile devices than on desktop computers. Sound too good to be true?
Convirza has brought in Brian Massey of Conversion Sciences to share some of his mobile conversion secrets. The team at Conversion Sciences has performed over 100’s of tests in order to understand what mobile users need to convert, and it all starts with paying attention to how customers use their mobile devices. Use these strategies to optimize your mobile site and help your potential customers convert.
Mobile responsive is about user experience on a small screen. By nature, mobile is on the go. Thus, mobile websites need to promote quick, easy decisions. You’ve got 10 minutes before the movie starts to close the sale or else your potential clients will turn off their phones and forget your company. How do you combat that short time frame?
These strategies allow you to keep important information on the screen at all times because it stays at the top of the screen even when people scroll.
Other things you can do make your mobile website more responsive.
Besides static headers, you may also want to repeat your call to action more often on your mobile website. On a small, narrow screen, it’s likely your call to action isn’t visible for very long. Remind your prospective clients what they should do next by giving them multiple calls to action as they scroll.
It may come as a surprise, but over 50% of your mobile visitors make it to the bottom of your page. How can they not? It’s so easy to scroll on a mobile device!
All too often, this space isn’t utilized to capacity. Don’t put a link to your desktop site or your copyright information at the bottom of the page. Beef up this sacred space by adding your call to action or a click-to-call button. Your visitors are going to get to the bottom of your page, so give them something clear to do once they are there.
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We all know Android and Apple users are different audiences; even your user experience data will confirm this. These different audiences often have different priorities, so you’ll want to test the changes that you make to your mobile site on each group. You can get personal by matching these different segments to what works for them and giving each user the best experience.
You’ve got to make the right goals for your mobile site. Consider what calls to action people will be more likely to follow on a mobile phone. Importantly, even if your product doesn’t lend itself to mobile access, you can’t just ignore it. You’ve still get to make a goal for your mobile site.
For example, say your product requires customers to utilizes flash implementation software to complete their order. We all know how impossible it is for those big thumbs to create something successfully on a little screen. But don’t just give up!
Make it your goal to send potential customers back to your site when they are on a desktop computer. Conversion Sciences calls this tactic a Screen Hopper. Give your customers a fun explanation about why using a mobile phone to complete the project is a no go and allow them to enter their email address. Then you can send them a link back to your page so they can finish their order at a better time. Not only will you be redirecting your customers back to your site later, but you’ll also be building a killer email list that you can use in other marketing situations.
In the end, in today’s world of mobile 2.0 you can’t rely solely on responsive design to convert your desktop site to a mobile site. You’ll be left with a slow site that is hard to use. Start now to create a mobile site that will let you take advantage of the fastest growing segment of the market.
Convirza has teamed up with other leading experts to help you succeed. Read about other suggestions for increasing mobile conversion rates and keep us posted your design accomplishments or questions. Good luck!
