Mobile is increasingly the way most people find and buy from businesses online, but most organizations see lower conversion rates on phones than on desktop.
To tackle this, organizations need to provide a smooth user experience utilizing the advantages of smartphones and making it easy to purchase immediately.
This article highlights 5 key areas to focus on that can improve your mobile conversion rates:
If you want customers to make an immediate purchase instead of deciding to return to your site later, provide a clear call to action (CTA) to progress at all times. Designing eye-catching calls to action with prominent positioning is critical here.
SXSW highlights their Register button with a bold color and central placement, ensuring it is noticed immediately and impossible to ignore.
Make sure the Add to Cart and Checkout buttons are always visible. Deliveroo makes every menu item an Add to Cart button, and keeps a large Checkout button visible at all times showing the current total:
Visitors will be more likely to buy immediately if they can click a button instead of having to scroll around to find it. This also applies to your other call-to-action buttons, such as your newsletter, ebook, or lead capture links.
Placing CTAs at key intervals is one way to keep them visible, but it may clutter your page. Incorporating these in global page elements such as the navigation bar can be a neater way to keep buttons on screen at all times.
Don’t let these elements take up too much of the screen though, or your mobile conversion rate will suffer!
Cut unnecessary form fields
Filling in forms is tedious on any device. It is a particular nuisance on mobile, where selecting and completing numerous fields with a small screen and touch keyboard can be a chore. This is especially important in your lead capture tool, where you risk losing a lead’s interest with an annoyingly long form. This also applies to payment, shipment, and new user details.
Keep the page as simple as possible. To start, don’t require any information you don’t need at each stage. If your customer is simply opting in to receive SMS marketing from you, just their name and number could be enough.
In some B2B cases, you might want extra details, such as the size of their business or industry. Even then, try to break up your form into bite-size chunks to make it more palatable. For example, Neil Patel’s lead capture tool has three stages to avoid overwhelming visitors with too many fields.
Think carefully about whether you really need the information you ask for. As a general rule, longer forms mean fewer users willing to complete them.
In addition to reducing the amount of information you ask for, you can also cut down on the work needed for your customer to give it to you. Incorporating single sign-on options using social media accounts lets visitors provide their details, sign up, and create accounts with a single click using their existing information. Place these buttons near the Create Account or Login button to ensure they are spotted, like in this example from eToro:
Systems like Paypal, Apple Pay, and Amazon Payments offer similar functionality for payment and delivery. Use these tools to make signing up and doing business with you simpler and easier.
When designing a streamlined experience for smartphones, the key factors to remember are that the visitor is viewing your site on a much smaller display and will likely have a shorter browsing session. Mobile customers on average spend almost half the time per site visit than they do on desktop. But these don’t have to be limitations.
The smaller screen size lets you focus on the most important elements and remove anything unnecessary. For instance, if you go to Etsy on your phone, the first page focuses entirely on the search bar and a single suggested category to browse. Whether you are shopping for something specific or just browsing, you have an immediate prompt to help you do that.
Reducing the amount of content that needs to load on each page can also improve responsiveness. Loading speed is still important to consider despite our increasingly powerful phones and data connections.
While you should design your site to encourage users to complete actions before leaving, sometimes this is unavoidable. It saves time and adds convenience for customers to save their progress and login details. Use auto-fill to speed up the process of providing information, and remember the cart contents between sessions. People will be more willing to resume their purchase if the transaction can be picked up where it left off.
Creating a user-friendly design with no rough edges or sticking points takes a lot of iterations, so collaboration and feedback tools for your designers, like ProofHub and Notable, are valuable assets.
Improve the checkout flow
Streamlining the checkout process should be a key focus area. Reduce the steps between a buying decision and checking out as much as possible. One-click purchasing and delivery ordering should be considered almost essential for sites selling physical goods.
This approach should extend not just to product pages, but also to your store’s home page and search results. Allow users to purchase or add to the cart without having to load the item description. This can save customers a lot of time, especially when placing orders for lots of different items. You can also include quantity and size selection drop-downs in search results. Lush does this to enable visitors to create and customize orders without leaving the page.
Similarly, in cases where a visitor is casually browsing and then decides to buy, they may not be logged in or have an account yet. Requiring them to create one is a hassle than can cost you conversions. Instead, let users buy as a guest. External payment options also help with this, like I mentioned earlier. For existing customers who are not signed in yet, make sure their cart contents are preserved through the login process. They might want to find and customize each of their cart items a second time.
Mobile users may not always be able to complete a purchase or continue learning about your business when they first discover you. Use targeted ads and mobile-only follow-up methods like SMS and push notifications to re-engage visitors after they leave.
By sending messages that are relevant to the customer’s activity on your site, you can increase the chances they’ll return. This could be as simple as a reminder that the cart has items ready to check out, or offering alternative products to someone who window-shopped.
BollywoodKart increased their conversions by 15% just by implementing push alerts to send customized messages and ads to users who had abandoned their cart. One way you can follow up is to send out personalized, time-sensitive offers via text message based on the items users viewed.
First and foremost, improving your mobile conversions on mobile is a matter of streamlining the user experience and eliminating any potential friction.
Remove annoyances and obstacles blocking them from the action you want them to perform, whether that’s making a purchase or giving you their contact information. Then, reduce your lost conversions by following up with push notifications or text.
Alexa Lemzy is the customer support specialist and blog editor at TextMagic. She writes about the best practices and actionable tips for effective mobile marketing and customer service. Follow Alexa on Twitter.