While the number of potential consumers visiting your website via mobile is high, the percentage of those that convert into paying customers is lower than for those using a desktop. As a website owner, this means that you need to place more emphasis on optimizing your site for mobile users in order to improve conversions.
Mobile users differ from desktop users in a few key ways. Their location, internet connectivity, and attentiveness all play a role in how they behave.
If you want to decrease bounce rates and make more sales, you’ll need to optimize your website for smaller screens. Using the same conversion strategy for both platforms is counterproductive for this purpose.
There are a few things that can make it harder to convert website visitors into customers on mobile devices. This article will give some tips on how to improve your website’s mobile conversion rate.
Type of optimization that focus on optimizing the conversion rate for mobile devices
What is Mobile Conversion Rate Optimization?
Mobile conversion rate optimization is the process of making improvements to your conversions, especially those that are large or important.
The main goals of a website are called macro-conversions. These can be things like making a sale, getting more leads, or getting people to sign up for a webinar.
The primary objective of optimizing your mobile site is to ensure your mobile audience is accounted for in your conversion strategy.
More businesses are designing their online platforms with a mobile audience in mind because over 52% of web traffic is coming from mobile users. You should take mobile conversion optimization seriously.
How to Calculate Your Mobile Conversion Rate
Calculating your mobile conversion rate is pretty easy using the formula below:
The conversion rate is the percentage of mobile visitors who take the desired action.
If, for example, your website received 10,000 visitors in the last two months, and 275 of them were able to convert, your conversion rate over those two months would be 2.75%.
Your industry, business, and traffic quality will all affect your conversion rate. Keep that in mind when you check various statistics to see what counts as a good conversion rate.
Why is Mobile Optimization Crucial?
Mobile traffic consists of the highest volume of web traffic. However, more people use desktop computers to convert.
Here we discuss why desktop users are less likely to be on the quest for immediate information than mobile users. The reason for this is that desktop users are usually more relaxed, and also because mobile users use a smaller screen, which makes their browsing experience different.
This means that your mobile CRO should focus on speed and accuracy, rather than the traditional optimization. Although the general rules of CRO still apply, more attention needs to be paid to making your website look welcoming to mobile users and getting them to convert. If you don’t want to lose customers because you have neglected these small details, it is important to provide both desktop and mobile users with a good experience on your website.
Now that we’ve mentioned that, let’s talk about 9 ways you can increase your mobile conversion rates.
9 Strategies for Increasing Your Mobile Conversion Rate
#1. Design for a Mobile
CRO for mobile devices is a different challenge than for desktop computers, because users are easily distracted or on the move. To make your website navigation easy, tailor its content to fit smaller screens.
To improve your user’s experience, make sure your features are well organized and easy to find. You don’t need a lot of heavy images on your mobile site.
It is important to have a menu on your website that is both concise and detailed so that visitors can easily access all areas of your site without feeling overwhelmed.
One way to make your website more user-friendly for mobile visitors is to integrate autofill. This function automatically fills in details that have been provided earlier, which saves users time and the inconvenience of typing into small fields.
If you require your visitors to fill out form fields manually, they may be discouraged from continuing to use your website. Autofill can be used as an alternative to help prevent form errors.
Making your CTA buttons large can help improve your mobile users’ experience.
The reason is that while desktop users can easily click on small CTA buttons with their cursors, mobile users have to tap on their screens continuously to achieve the same.
#2. Keep It Simple
Second, it can make your website more easily convertible If you want your website to be converted easily, you should keep the design of your pages simple. This will also improve the website’s load speed and user experience.
The speed of your mobile website is important, as a slow load time can reduce your conversion rate by up to 7%.
To improve your site speed, reduce the size of visual content like images.
You don’t want to overload your site with images and videos that aren’t relevant. A good user experience is partly dependent on having good visuals, but too much content can be detrimental.
#3. Provide E-wallet Payment Method
19% of customers abandon their carts because they don’t trust the payment method. With all the financial information stored on smartphones, buyers want to be sure their details are secure.
The best way to address payment concerns is to offer e-wallet payment methods such as Android Pay, Apple Pay, and PayPal.
Digital wallets are very secure because they have multiple layers of encryption. This makes them the best option for making online purchases. An easy and safe payment process is the last step that eCommerce websites need to take in order to increase their sales.
Digital payment methods make it easier to pay for things on mobile devices. One of the biggest issues people have when shopping on their phones is having to enter billing information on small screens. This is often seen as being inconvenient or difficult.
If you want your website to be more user-friendly for those who are shopping on their mobile devices, you should look into integrating digital wallets. This will allow customers to save their financial information so they don’t have to input it every time they make a purchase.
#4. Prioritize Privacy & User Trust
Is your mobile website ensuring the safety of your visitors’ personal information? If not, you’re likely losing out on conversions.
Mobile users are more likely to have sensitive information stored on their phones, so they tend to be more cautious about the websites they visit.
Here are some of the ways you can get your visitors to trust your website:
- Make your website secure with HTTPS that can enhance the trust of users and encourage them to deal with the site in a confident way. To build privacy and trust, you can go with different SSL certificates like RapidSSL certificate and other branded SSL certificates from GlobalSign, Sectigo, etc. It builds a secure tunnel between the server and the browser for smooth and secure data transmission.
- Add trust badges to your web page. Trust badges let your prospects know they are on a legitimate site and all data shared are safe and secured.
- Display testimonials and reviews from other customers to prove your legitimacy. The more testimonials you add, the more people will trust you.
#5. Use Psychological Triggers
If you read our blog often, you have probably seen us discuss psychological triggers a lot. Whether it’s your pricing page or email subject line, small improvements that evoke certain emotions can help increase your sales.
I really like using scarcity and urgency as triggers. You just need to create a sense of fear in the visitor that they will lose their freedom of choice if they don’t act now.
This means that you should focus on making your items available in a limited quantity or for a limited time. Even though there is limited space on a mobile screen, you can use psychological triggers to your advantage.
By adding tags to your products, you can make visitors feel like they will miss out if they don’t buy the product, and encourage them to make a purchasing decision quickly.
Some companies focus on the scarcity of available items by adding a small “trending” label to the product. By using an urgency-based call-to-action, they trigger the fear of missing out on a highly popular item.
The number of available items can be displayed, but the “Last Item” is more appealing.
#6. Collect Emails Without Disturbing Your Visitors
Sometimes it takes more than one visit or session to a website or mobile app to convert a visitor into a customer.
Instead of waiting for visitors to come back to your website, you can convert them into email subscribers. You can do this easily on mobile devices.
Collecting leads on mobile is a tricky business, though.
Since there is not much space on mobile devices, you cannot take up all the space with lead forms. Google started penalizing mobile sites that have popups in 2017, so you have to be more careful when collecting emails on your mobile site.
A successful form appears to be a natural part of the page and its design is in keeping with the rest of the site. The headline is attention-grabbing and the copy is persuasive, making it easy to sign up.
You can segment your subscribers by the device they are using and send mobile-relevant campaigns to engage mobile shoppers and help them complete their order.
#7. Make On-Page Product Recommendations
Providing product recommendations on your e-commerce site can help improve your visitors’ shopping experience by giving them suggestions for items they may be interested in. This can be based on their previous purchase history, items viewed on your site, or items in their shopping cart.
It is also a good way to increase the average value of your customer’s orders.
On a desktop computer, you have enough space to promote your products or to suggest items based on your visitors’ browsing history. On a mobile device, you need to be smart about how you use the available space. This doesn’t mean that you can’t personalize your visitors’ experience.
An effective way to make on-page product recommendations on mobile is to display suggested items without making the visitor jump to a new page.
There’s a “Match with” button under every item on your Wishlist page on Zalando that, when clicked, shows recommended complementary items for “the full look.”
The tactic of providing more options on a product page is brilliant because it allows the visitor to discover more options and potentially spend more time on the page, without leaving the page they’re originally interested in.
It is both a gentle way to cross-sell and a personalized style guide that makes the shopping experience better for customers.
#8. Guide Your Visitors on Mobile
Although it may be difficult to provide the same level of customer service online as in person, there are still ways to make your online store seem personal.
More effective online guidance leads to increased sales, fewer returns, and happier customers. Additionally, this works well on mobile devices.
Most online stores offer a quick size guide in the form of an image, but this forces the customer to leave the product page. However, this guide is important in order to help the customer make the best purchase.
It is important to keep your audience engaged by providing as much information as possible.
ASOS makes it easy to find your perfect fit on mobile by incorporating their size guide into the page.
There are a few steps you can follow to find your right size before placing an order. Additionally, when you visit another product page, your information will automatically adjust to the new item.
There is a lower chance that customers will return the product, and a higher chance that they will complete the purchase. This is a win-win situation.
The company lists Frequently Asked Questions at the bottom of the page and invites you to contact them if you need further assistance.
If you’re selling products that are complicated or expensive, it’s especially helpful to offer on-page support.
#9. Maximize the Use of Product Images
Images are very important for a good mobile experience. This is true for mobile sites, apps, social networks, and games. Online stores are no exception.
While visuals are more likely to be noticed and perceived than text, it is still important to optimize product images to provide the best shopping experience possible. In fact, 67% of consumers say that product images are very important when considering making a purchase.
The way you show your product images can be what improves your mobile conversion rates the most.
Many e-commerce sites use sliders on mobile to make product images easy to browse. However, they are not utilizing the full potential of swiping on mobile.
Away has 360-degree product images to make it easier for visitors to see the product from different angles and make purchasing decisions. Having 360-degree product images results in higher conversion rates.
If you want to display your products with a 360-degree view on your online store, you can use a third-party solution like Magic 360. This will save you time and you won’t need to write any code.
Mobile e-commerce is constantly growing, and if you don’t get involved, you’ll miss out. Now is a great time to start making money from mobile sales. With a few small changes, you can start turning more mobile visitors into customers and increase your sales.
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