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If you believed everything you read on the internet, you’d think that mobile phones are taking over the world.
In a way, though, they are – last year for the first time mobile traffic exceeded desktop traffic, reflecting the momentous shift that’s been happening in consumer browsing habits for some time now. Namely that we now use our mobiles for everything. Checking social media, browsing the news, shopping – our mobiles are never out of our hands.
And this is why brands with mobile optimised or responsive websites have been enjoying the spoils of higher traffic and increased conversion. A lot of companies are trailing behind when it comes to making their website pleasant and easy to use on mobile. Where does your website fall on the spectrum?
To help you make boost your mobile conversion rates, here are five ways to improve your mobile website.
First things first; is your website responsive, or do you have a mobile optimised version? If the answer to both of these questions is no, then don’t read the rest of this blogpost and get yourself a responsive website!
If you need help checking to see if your website is mobile friendly, visit Google’s Mobile-friendly test and enter the URL of the web page you need to test.
If you’re still relying on the desktop version of your site to carry you through, your conversions are likely to be suffering. The standard of mobile websites is so high these days that consumers have little to no patience with pinching, scrolling and squinting in order to just read content or perform an action. If your website acts this way, it’s likely to be slow to load and will also make you appear dated and old-fashioned in comparison to competitors.
We all have pretty high standards when it comes to mobile browsing these days, and will quickly lose interest and move on to something better if any process becomes too difficult or takes too long (our attention span is only getting shorter – we can only spend a few seconds on any one webpage now without giving up). Consider one click ordering and guest checkout options to encourage conversion.
Consumers will also be put off by payment forms which are too long. Keep questions rudimentary and also consider features such as a postcode finder and numerical calendar to make things as user-friendly as possible.
Put simply, you have a lot less space on a mobile screen than you do on a desktop, or even a tablet. There’s less room for distractions, such as pop-up ads or external links. Padding out your content with too many added extras will make your pages look cluttered and visually unappealing to a consumer.
In addition, if they’re too busy being distracted by ads and banners then they’re less likely to be doing that one thing you’ve brought them to your website to do: convert. Keep your mobile webpages as clean and simple as possible and only prioritise the most relevant content in order to see the highest conversion rates.
Are you noticing a theme emerging here? To be successful on mobile, you basically need to serve up a cleaner, more streamlined and simplified version of your website.
For starters, your navigation menu should be collapsed to allow a user to expand it and explore their options with one tap. Secondly, present them with only the most essential layers of navigation to prevent confusion and the possibility that they’ll get lost in your website and leave out of frustration. Bring your product pages to the forefront and reduce the number of clicks it takes them to reach the checkout.
We’ll say it again – mobile screens are (comparatively) small! To make sure a user doesn’t miss anything, (remember, they’re likely to be commuting, watching TV or chatting away to a friend at the same time) make your calls to action as big and as inviting as possible.
Don’t be afraid to use large or colourful buttons to draw attention. There’s a dual reasoning behind making your calls to action even more prominent than on desktop – users also need to be able to click them easily with one tap. Too small, and we’re back to that pinching and scrolling issue which leads to nothing but frustration – and a failed conversion.
Responsive web design was a key trend in 2013 and is now firmly embedded as a best practice (for most situations), but although marketers have got to grips with building websites that work on mobile devices, many are lagging behind when it comes to their email campaigns.