Today it is clear beyond any doubt that the future of digital marketing is in mobile. In 2016 we have reached a major turning point when using the Internet on mobile has surpassed the use of the Internet on the desktop. However, mobile conversion rates lag far behind the conversion rates for sites intended primarily for desktop.
The user experience for Mobile – poses several challenges. This is not just about a smaller screen, but the mobile user does so in a completely different way than using desktop sites. And therefore, we should understand not only how to optimize, but what to optimize.
Let’s look at three tactics you can implement to immediately increase conversions on mobile sites.
1. Reducing rendering time
There is no doubt that the speed of loading a page on mobile is very important. For surfers on mobile sites, there is no time – if something has difficulty loading – people just move on. Therefore, it is clear that improving page loading time – means better results.
Reducing the rendering time is significant for many types of conversions: submitting a form, tapping on maps and call-to-action buttons; for text messages, phone calls, and sending email. Slow loading time is frustrating, but often there is also a time when waiting involves a white page, and that is not just frustrating – but awful! So the more you give people the chance to start interacting with a page as soon as possible, the more likely it will be to encourage conversion rates.
What to do? Fortunately, many web-based platforms and a number of WordPress themes are optimized for mobile loading speed. Building your site with one of these solutions is likely to result in immediate improvements and better conversions.
2. One-click payment = speed and reliability
After you improve your rendering time, you can address another problematic issue related to mobile conversions: the friction points for sale. Our goal is to make the customer make a purchase, or any other action – as soon as possible. And one way to do this is to implement on site platforms that allow safe, reliable and fast payment.
What to do? Integrate popular, known, and reliable digital payment methods on your site, such as Amazon Pay, PayPal, Apple Pay, Android Pay, and so on.
3. Using breadcrumbs and selection buttons – Improves conversions
The general idea here is that reducing the amount of information in the form fields on your site improves conversion rates. This is not about the number of fields, but the way they are presented. For example, it is worth asking a series of small and easy questions that do not involve leaving the contact information, in a way that leads the user to flow towards the final line, i.e. the purchase, or other desired action. The use of this technique is called breadcrumbs – and in a somewhat picturesque image: the user is like a chick following the crumbs of bread, and so we can lead him to the place we want.
What to do? Redesign the forms on the site, using the breadcrumbs technique, and add selection buttons – to lead your potential customers through the process quickly, to the desired result.
Focus on optimizing the most important things
As mobile usage continues to grow, the need to optimize conversions on mobile sites is also growing, and will continue to grow. Luckily, this industry produces more and more established and efficient data that helps us understand how to improve the mobile browsing experience.