Conversion optimization for mobile is more important now than ever. With more and more users going to mobile and using multiple devices, mobile is set to overtake desktop in the near future. It’s important that you have fully thought through your mobile conversion strategy separate from your desktop conversion strategy. Mobile users have come in a different state of mind and with a different goal. With Conversioner’s mobile optimization services, we help you identify and capitalize on your unique mobile landscape.
Mobile Conversion Optimization
For the last few years mobile-friendly has been one of the biggest terms in digital marketing, but lately the landscape has been shifting from mobile-friendly to mobile-first. With an ever increasing number of people not only browsing on mobile but looking to buy, mobile conversion optimization services have to be an integral part of every digital marketing strategy.
Mobile Internet Users by the Numbers
Everyone knows the use of mobile devices is on the rise, but the actual numbers behind the increase are staggering. As is the extent to which people are using these devices, especially smartphones. According to research published in Monetate’s Q1 2014 Ecommerce Quarterly, in the first three months of 2014, a full 11.6% of website visits came from smartphones. Additionally:
- 70% of people in the United States own and use a smartphone
- Of those approximately 220 million people, 50% have made a purchase on their phones
- 74% of US smartphone users conduct searches on their phones while shopping
- 79% of those smartphone searchers have made a purchase because of those searches
With so many consumer-minded mobile users, the need for mobile conversion optimization may be somewhat obvious. But what isn’t obvious is how comprehensive mobile conversion optimization needs to be for the best possible results.
Mobile Conversion Optimization Has to Go Beyond Responsive Design
If you’re going to take one statistic away from this entire page, let it be this one: 40% of the visitors to your website will abandon it if it isn’t mobile compatible.
Conventional digital marketing wisdom from the past couple of years has been that having responsive web design is sufficient for mobile compatibility. In terms of fitting your website onto the screen of any device, yes, it is. But in terms of user experience? Unfortunately not. To retain those 40% of visitors and turn them into customers, true mobile conversion optimization has to take into account:
- Page layout. What may be valuable web content on a desktop site easily turns into a wall of text on a smartphone, with your call to action buried at the bottom. Similarly, photos and lengthy titles can take up far too much screen real estate. Your most important information has to appear at the top.
- Graphics. What works on a desktop site doesn’t always work on smaller screens. This goes for both graphics and videos. Flash can be especially problematic.
- Internet speeds. Mobile internet often isn’t as fast as WiFi, and with it being so easy to click away to a faster site, many mobile users aren’t willing to wait if your load times lag.
- Data usage. Unlimited data plans are wonderful things, but most people don’t have them. Your mobile conversion optimization needs to take into account how much data your site requires.
- Ease of clicking. Creating a site that can be easily operated on a touch screen is a major part of mobile conversion optimization services. Buttons that are too small or cluttered are an instant frustration for users.
It’s true that this list has largely been factors that make mobile conversion optimization more difficult. However, smartphones offer many advantages to businesses. Mobile conversion optimization services can take advantage of capabilities like GPS location and mobile marketing messages.
The Right Team to Turn Visitors into Customers
At Conversioner, we understand the potential revenue mobile customers represent when it comes to your business. Our mobile conversion optimization services are designed to not only retain your mobile visitors, but to turn them into customers. We do this by taking a comprehensive approach to mobile conversion optimization. Our mobile conversion optimization services include:
- 1. The technical elements. Optimizing your site for mobile internet users of course requires a great deal of technical detail. From the analysis of things like traffic behavior, bounce rate, demographics, device reports and site speed reports to improving site functionality through easier browsing and search, checkout optimization and stored customer information, we work to provide the best user experience for your mobile users.
- 2. The human element. Mobile conversion optimization is about more than pixels, ratios and compatibility. It’s about people. We use emotional targeting to understand your users: the way they browse, why they make decisions, and what they’re looking for from your site or products. This helps us optimize everything from landing pages to registration forms. The better your customer base is understood, the more likely it is to grow.
- 3. Testing. We know the things that make a mobile website great. And by analyzing your users, we’ll know what they want from your website and your business, and we’ll know how to give it to them. But that isn’t enough. We have to be sure that your mobile conversion optimization works, and we do that through extensive conversion testing. Testing is an ongoing process, but it’s one we’re happy to do to ensure your goals are being reached.
