Reduce rebounds and increase mobile engagement
Traditionally, mobile users have always been mere observers rather than buyers. According to a study published by Monetate, in fact, conversion rates from mobile devices are less than half of the conversion rates from the desktop.
This happens because, even if there is more than one opportunity for e-commerce sites to increase their online sales via mobile devices, there are some barriers that stand between the user and the site. Mobile checkout is less convenient than desktop checkout, and most mobile traffic happens through apps rather than websites.
With the first mobile index finally on the way and voice search continues to rise in popularity, the time has come to optimize your mobile ecommerce strategy and improve your bottom line.
Let’s look at some ways to increase conversion rates from mobile devices.
1. Prioritize speed
Google recently announced that mobile page loading speed will become a ranking factor starting July 2018. Page loading speed is essential to improve user experience and lower bounce rates.
According to Kissmetrics, a one-second delay in page load speed could reduce the conversion rate by 7%.
DoubleClick also released a report that found that 53% of users abandon mobile sites that take more than three seconds to load.
The first step in improving mobile page loading speed is to implement a mobile-optimized web design. This could include creating a separate mobile domain, setting up a responsive web design system (RWD) and a progressive web application (PWA), or a Google AMP code.
But making your site responsive may not be enough. In fact, according to Kissmetrics, RWD pages still take a long time to load, ranging from 6 to 18 seconds.
Here are some simple steps to reduce the loading speed of your mobile pages:
- Enable caching.
- Implement Accelerated Mobile Pages (AMP) code.
- Optimize images using smaller pixels and in .jpeg format.
- Reduce server response times.
- Reduce browsing and redirects: take advantage of scrolling.
- Load the above-the-fold contents first (literally, in a newspaper and in this case on a site, “above the fold”, ie in the highest and most visible part of the first page) and then those below the fold.
- Eliminate pop-up ads.
- Enable gzip compression on CSS files and Hypert Text Markup Language (HTML).
- Be sure to test your page speed regularly to find out if any new content or changes have slowed down your site. The page load information offered by Google will give you an average page load time, which will help you determine if further investigation is needed or not.
2. Improve checkout
One of the main reasons people avoid making purchases via mobile is because the checkout process can be quite complicated. In addition to having to type in your credit card information and your personal details using a public WiFi, typing the right characters and browsing can be a big problem.
One way around these barriers is to provide customers with the option to switch devices. Technically, this will not increase the conversion rate from mobile devices, although it can persuade users to buy now, without delaying the transaction.
Another way to encourage shopping on your mobile website is to integrate reliable and secure payment services, such as PayPal.
First, you should try to limit the number of clicks required to reach the checkout as much as possible. This is one of the most important benefits a mobile page can offer. The checkout page should contain payment information, general information, address and so on, all on one screen, in order to make operations quick and painless.
3. Resize the content and images
First you should optimize your content management system (CMS) to offer specific content for mobile users.
This does not mean having to rewrite all the content on the site from scratch, it only requires adjusting the meta tags and the length of the content.
Write shorter headlines, which are more likely to grab the user’s attention on their social news feed or search engine results pages (SERPs).
Always use clear and concise call-to-action (CTA) and use powerful and precise words.
A good way to organize content on your website is to use modular design or you can hire professional Website design. Basically, forms are pieces of your website, including blog content, shopping carts, and more, that can be individually placed in different areas of a web page.
The modules are easier to manage and adjust than normal models. Many websites use modular board-based design, and to date, the most notable among them is undoubtedly Pinterest.
4. Optimize texts for mobile devices
Do your own research on consumer behavior and habits on mobile devices. The reason? Mobile devices are much more than just a telephone, a way to shop or search for information on Google; they are now part of the identity of many people and can be a veritable mine of useful information.
Curate the format of your videos and remember that over 60% of multimedia content is played via mobile devices.
Also remember to edit your text ads and adapt them to mobile devices to acquire more clicks.
It is very important to be convincing by using short and simple descriptions. Most people don’t even scroll through the results when they search on mobile, so if the customer clicked on your site, you’ve already gained a huge competitive advantage over others.
5. Call to action
It is essential to always include a call to action on a mobile web page. Consider expanding the size of specific buttons to make them more visible to your customers.
It is equally important to provide feedback and visual cues after each completed action on your website. Mobile users may think your website or smartphone isn’t working properly if you don’t provide an immediate response to a click or action.
Consider providing a system of micro-interactions (a visual response that the user sees after performing certain actions) to improve their mobile experience; however, don’t let micro-interactions affect page loading speed.
6. Connect with your customers
According to research conducted by Deloitte, digital interactions affect 56 cents of each dollar spent in physical stores and an incredible number of Americans (about 93% of the total) use their smartphones while shopping.
This is a great reason to connect with your customers when they are in your physical store. This digital service may include setting up scannable QR (quick-search) codes for products, giving customers the ability to calculate savings in real time, or you may advertise certain promotional items. This is an excellent opportunity to advertise your brand in the eyes of customers.
7. Remarketing via SMS and push notifications
Finally, another good idea is to use mobile device features to remarketing customers via push notifications and SMS (Short Message Service) messages.
Use push notifications to advertise fixed-term promotions. You can also use this service to send advertisements to people when they are in the vicinity of your business, using the tracking system based on geographic location.
To increase your chances of getting leads, you need to take advantage of the customer’s urgency and fear of losing a particular item. To do this, you can use the notification system integrated into the site. This could include time-limited promotions, or notifications specifying that that particular item is intended to end within a few days.
Research to improve mobile conversion rates continues to progress at a rapid pace. Unfortunately, both mobile search and advertising are somewhat limited by the very nature of the devices. This means that it is necessary to optimize mobile sites by using the information just provided. Using new marketing strategies and streamlining descriptive texts and checkout are some of the fundamental ways to improve conversion rates.
Name- Utkarsh Tiwari
Bio- Utkarsh is the founder of Esite Bucket. Esite Bucket is a leading software company that provides the best web development solutions in countries like India USA and Canada.