Mobile holds the future of web for engaging traffic, better page view rate and business conversion. All recent statistics offer clear indication to the rising importance of mobile devices and platforms. In 2014 mobile traffic finally equaled and surpassed traffic on desktop. The moment is undoubtedly decisive enough for the webmasters, marketers and businesses gunning for traffic and search engine visibility. According to IBM 52.1% of web traffic were accessing web through various mobile devices on Thanksgiving Day in 2014 when mobile traffic finally got over desktop traffic. Moreover, according to the study nearly 28% of online sales are derived from mobile devices, a figure which is continuously increasing.
Obviously, as far as the user behavior and user expectations are concerned mobile platforms differ from desktops to a large extent. The typical click through actions, page scrolling, responsiveness to products and display and checkout aspects are largely different in mobile users in comparison to desktop users. Naturally to better your conversion rate from the mobile users you need to address these differences and optimize your mobile presence accordingly. Let us offer below 8 effective tips that would help you to achieve a better conversion rate on mobile devices.
1. Make a faster and easy mobile checkout.
Mobile users are least likely to fill up long and time consuming forms. On mobile users are a very impatient lot and moreover, they have other situational constraints because they might be using the mobile while on the move or side by side with other things.
Naturally, less complicated and quicker checkouts will finally push them to finish the buying action. Make the form simple and only requiring very basic and most needed information. Skip all those areas that you can go without. It has been seen that single click checkout always make people return to your site and make them remember you with a happy note. There are few ways that you can make the checkout experience better.
Using Google Maps to suggest the address will give users respite from filling up the total address.
Using visual calendar for filling up dates will help users avoid filling up numeric numbers.
Small eCommerce sites can also offer options like Amazon Payments allowing users login and pay with single service without any form filling.
2. Let them buy from the device they prefer
There are people who in spite of browsing through the mobile prefers to make the actual transaction through their desktops. They have a typical inclination towards desktop viewing to see the product bigger or simply because they feel it more secure. These customers make a good chunk of buyers and you cannot afford to miss them by denying them the continuous syncing from one device. If they need to browse again on the desktop to make a transaction a majority of these customers simply decide not to turn up at all. Just ask them if they prefer to transact from a different device or whether they would like to get the shopping cart through their email on a different device.
3. Include only the most relevant content.
You may think it necessary to provide content on a product or thing as much as possible but when it comes to mobile you need to trip the content to bare minimum fundamental. Mobile users because of accessing the content on smaller screen and the typical on-the-move mindset prefer to see little and relevant. So, the thumb rule for better conversion would be fewer and relevant content.
Reducing the content volume will not be effective if you don’t boost visibility by making the layout better and more adaptable.
Make your layout take up the whole screen and display content as prominently as possible.
To facilitate better product views and replace 3D images you can use videos.
4. Track cross channel sales pushed by mobile website
When calculating the business return of a mobile website generally most of us consider mainly the sales figure garnered directly through the handheld devices. But there is a large portion of customers who give buying command later via phone call, email or store visit. This non-mobile business conversion pushed by mobile traffic amounts to a significant business volume.
You can track the cross channel sales pushed by mobile by asking customers where they have come to know about the product or brand.
You can use a Google forwarding number or a printable coupon while putting up the question.
5. Optimize the loading speed
Loading speed is a crucial determinant factor to the user experience of your website. More a mobile website takes time to load worse the chances of converting your traffic. Almost a two third of mobile traffic just do not wait beyond 5 seconds for the site to load.
There are various factors contributing to the slow page loading speed. Too many images on websites will slower the page loading speed and prevent a potential buyer from browsing and completing his transaction faster.
Images for mobile websites should be adequately trimmed to display responsively on various screen sizes.
The widely followed thumb rule for images in mobile eCommerce sites is to display 5 product images.
Lastly, number of click through options should be reduced as this hinders the webpage from loading faster.
6. Smooth navigation with finger friendly buttons
Mobile screen offers a small space and often too clumsy buttons and clickable links create confusion or just make it harder to finger-tap correctly. Often wishing to click on a particular button or link on a smartphone the finger just cannot avoid clicking on the wrong link.
This happens when the buttons are not big enough for the finger tips and the links are very close to one another making it harder for tapping on a particular link. To avoid such involuntary clicks make sure the buttons and links are placed distinctively maintaining a distance from one another.
7. Variety of filters seek products of choice, make and price range
Mobile users always try to getting on their choices quicker than the users on desktops and various filters help them to get to their products in quick time. More effective and diverse range of filters you would provide more they would find browsing the merchandise easy. You can offer multiple filters on each filter type like price, brand and make, edition, title, author, colors, finish, category, discount, new arrivals, sale out stock, etc. Moreover, by providing multiple filters on diverse filter categories you actually make your product range appear bigger than it is.
8. Prominent buttons for a call to order
Mobile devices give customers a quick call option to the store just by clicking on the phone call button and often such calls garner quick business than so called checkouts. A significant portion of mobile traffic still prefers to make order product through a phone call. Now to help them find the phone number and get quick click to call option make the number and button prominent. Just do not provide a link with the number but rather optimize the button with a suggestive appeal like ‘call now’ or ‘call to order’, etc.