3 Keys to Make Your Mobile Website Increase Customer Conversion Rates
There’s no denying it. The marketing world has moved even more into the digital atmosphere. While print is still important, it is, digital marketing has attracted a large part of the customer base. More customers are shopping online and are mostly doing so by mobile browsing. Over 1.2 billion people are frequently using their mobile devices to access the internet instead of traditional desktop computers. Adding to that, Google has analyzed searches done through their engine and has also announced that more Google searches are done through mobile devices rather than traditional desktop computers in 10 different countries, including Japan and the United States.
If more customers are using mobile devices to search the Internet, then it is absolutely essential to have a website that is mobile friendly. According to Adobe, companies that have mobile friendly websites are three times as likely to increase their customer conversion rates to 5% and more. In addition, of those who spent more than 25% of their marketing budget to optimizing their mobile websites, 21% saw a 9% or above conversion rate. That’s pretty high for a mobile search.
If you are still not convinced on the importance of a mobile website, check out hubspot.com’s experiment on their own mobile websites. They looked at their own mobile landing page and realized they were having a bounce rate (customers initially coming to their page and ‘bouncing’ off) of 50 – 90%. Yikes! After noticing this problem, they redesigned their mobile site by shortening the content, formatting the design for mobile, and editing their information form. The result was amazing. Their bounce rate was down to 20-50% and customer conversions were up by 27%.
However, some companies believe that just creating a mobile responsive website is enough. It’s not. Websites not only have to be mobile friendly but also mobile designed. 3 ways to do this are creating less content, keeping users engaged, and having a seamless design.
1. Creating Less Content
When customers are coming to a mobile website, they are usually doing so with a specific purpose in mind. They are not coming to read the entire content of the website. The reason they are visiting could simply be to find a way to contact you or merely window shopping. The key is to create mobile websites that are simple, uncomplicated, and are straight to the point.
In addition to having less content on your mobile website, another key element is limiting options. If there are too many options, customers are likely to bounce and go to another company’s mobile site that is less intimidating. That doesn’t boast well for your conversion rates. However, having less options does. Check out this great infographic from Neil Patel describing this phenomenon.
2. Keeping Customers Engaged
When mobile users come to a mobile website, the last thing they want to see is a huge wall of text. If this is the case with your mobile website, then your potential customers will likely leave your site. As mentioned above, customers are likely coming to a mobile website for a specific reason but that only means you need to try harder to keep them on your website. Adding videos, contests, games, coupons, and special offers will keep customers more engaged and more likely to purchase from your mobile site. Keeping customers engaged will then drive higher conversion rates.
3. Having a Seamless Design
Design is incredibly important in your mobile website. The design has to be done in a way that still allows for all the necessary information to be available without cluttering the tiny space offered on mobile devices. Don’t include excessive links on the site and for those few links you do have, make sure that they are far enough apart to avoid accidental clicks. That will annoy the customer and likely cause them to bounce.
Another barrier to a seamless design is creating pages that scroll
…and scroll…
…and scroll…
…and scroll…
for an unnecessary amount of time. Customers don’t like this and will likely leave. Minimize the amount of information included on the mobile website. In effect, minimize the amount of scrolling needed and customer conversion rates will go up.
Finally, make sure that the most important information is above the fold. The fold is an invisible line that customers would have to scroll past to see other information. This includes an easy contact button (if that’s what you want customers to do), promotions, or even a ‘purchase now’ button. Making your mobile website as friendly and easy to navigate as possible will drive customer conversion rates as well.
Conclusion
Creating a mobile website is no longer something to maybe consider, but rather a necessity for a company to grow. If you create less content, keep customers engaged, and have a seamless design for your mobile website, your customer conversion rates will likely increase and your business will grow.
