Stats show that for most industries, a major part of online traffic comes from mobile devices:
This means that if you’re not optimized for mobile traffic, you’re basically ignoring most of your potential customers. And that’s never good for your conversion goals.
Here’s how to avoid missing out on any of your potential mobile customers.
Move beyond the app vs. web war
According to research, mobile apps are more effective when it comes to making a purchase: customers browse almost 4.2x more products per session when using apps, as opposed to mobile websites, and have a 3x higher conversion rate. This confirms that apps are definitely pushing more people down the conversion funnel.
People spend much more time in apps than on mobile web. In 2018, on average 3m25s in-app vs. 0m51s per day on mobile web. But (and it’s a big but) it’s much harder to convince people to install an app and to keep using it. Sometimes it makes sense to just have a well-optimized mobile website.
Focus on mobile responsiveness
Users would not want to spend their time on a website or app that doesn’t function properly or is not compatible with mobile devices. For such websites or apps, the result is a high bounce rate and a low conversion rate.
For your mobile website, start with running a check with Google Console to ensure that you have mobile responsiveness.
Reduce load time
No matter how you measure it, fast page speed improves both ranking and conversions. The exact number of ideal seconds varies, but most experts suggest that your website should load in 4 seconds or less. So fixing your page load time is a super simple way to help your mobile traffic convert.
Have a clear value proposition
This happens to be the most crucial factor for any e-commerce company. If you are not communicating your value proposition (something of value that you offer your prospects) clearly, then you are missing out on a great opportunity to convert your website visitors into customers. If your prospects can’t understand what you’re selling and how your offer could benefit them, why would they buy from you?
Facilitate easy navigation
You think you know best what your visitors want? Nope — they know best!
You just need to help them find what they came looking for on your website or app. To do this, ensure that your website navigation and app accessibility are clear and simple. Making sure that your visitors can find what they need and explore other options is what your design strategy should be.
Here are some additional tips to ensure easy navigation for your website visitors or app users:
- Create a menu that is distinctive and contains easy-to-understand navigation terms.
- Add popular links to your sidebar or in-line anchor CTAs that direct traffic to your important pages.
- Direct your leads to CTAs through directional arrows and text, and having a search section on the top of your webpages is always recommended.
Try different colors, copies, and sizes for your CTAs
Your Call to Action (CTA) makes a significant difference to this conversion process. The color, size and copy, along with positioning on the page, constitute a huge factor in conversion.
Performable found that changing the CTA color from green to red boosted its conversion rate by 21%:
But keep in mind that just because a red button outperformed a green button for one company doesn’t mean that you will have the exact same results. You definitely need to test different colors, wording and placement for your own CTAs, depending on the emotion you want to trigger, the conversion goal and your brand’s overall style.
Add trust badges on checkout pages
When asking a customer to spend money on your site, it is imperative that they feel absolutely secure when inputting their personal credit card numbers. Security has a direct impact on abandoned cart rate and sales.
Uptowork, a career site and online resume-building platform, experienced a significant uptick of 1.27% in sales when they added a McAfee trust badge.
Remember, though, you must back up your promise of security with actual security!
Maintain internal consistency with UI
Besides having a consistent message, product offerings, and other basics, your User Interface should also be consistent throughout. Not having this in place can can make your application or website design look chaotic and confusing to the viewer, but maintaining visual consistency can help users easily navigate and communicate with your system.
Make signing in and checking out simple
Not all your visitors want to create yet another online account before buying something on your site, particularly on that first purchase. Long-form checkouts tend to frustrate most visitors to the point where they cancel their transaction. In fact, 86% of people are annoyed when they are forced to create a new account on websites.
Give them the option to sign in with their social profiles. Social sign-ins, like your Google or Facebook logins, speed up this process.
For most sites, a social login option works great because the frictionless, one-click sign-up of an existing account is attractive to users and has a pretty good conversion rate. Since most people are already logged into their social accounts (or at least have their social password memorized).
Experiment with pop-ups
Pop-ups are considered annoying. And sometimes they are. But they are also effective.
Try them out. Just remember to do it in a non-intrusive manner. Otherwise, Google will penalize your site. Check out Google’s requirements here.
Add reviews and testimonials
88% of customers consult reviews before making a purchase. It’s the second most trusted source, after friends and family.
What’s interesting, you don’t need to have all favorite reviews too. If you do, it looks scammy and not authentic.
Offer free shipping
It’s universally observed that consumers tend to buy more than they had come for when offered the free shipping incentive. Free shipping is pretty much guaranteed to drive up traffic and sales, as well as turn around some of your cart abandonment woes.
Treat this list as an inspiration. Don’t start trying out the tactics one by one.
Taking the time to understand what consumers are telling us through their on-site behaviors is always a wise action to take. Listen to what they are trying to say and make necessary amendments.
And remember, if you’re not optimized for mobile traffic, you’re basically ignoring most of your potential customers. And that’s never good for your conversion goals!
PS. Regarding the color of the buttons, it’s one of the things companies start testing first. It’s also one of the tests which is not that important. What’s much more important about buttons? The copy on the buttons, the consistency of shape and location on the pages, the fact that they should look like buttons. Don’t just start testing the colors.