With the continued growth of mobile search economy, Kristopher Jones has given an insight into the marketing strategies and the messaging tools which can improve your mobile conversion rate.
It has been observed that users of mobile are more of surfers and less of buyers. The study from Monetate shows that mobile conversion rate is less than half of desktop conversion rate.
Also, there’s an opportunity for e-commerce websites to increase their online sales through mobile but there are restrictions as well. The convenience is less in mobile in comparison to the desktop. The consumption of mobile is majorly on apps rather than on a website.
The mobile first index is about to arrive, and the popularity of voice search is also increasing by the day, this is the ideal time to re-optimize the mobile search strategy to improve the bottom line. Here, we will discuss the strategies to enhance the mobile conversion rate.
Google in July 2018 announced that the mobile page speed would be a ranking factor as the page speed is essential for your user experience and bounce rate.
The stats given by Kissmetric shows how the conversion rate drops by 7 per cent when the page speed is slow.
A report released by Doubleclick indicates that the sites which take more than three seconds to load will lose about 53 per cent of visitors.
The first step when optimising the mobile page speed is to implement a mobile-optimised web design. This also includes creating a cellular domain of the website, responsive web design, a regular web app or Google AMP code.
However, implementing a responsive web design alone is not enough as the pages with RWD takes around 6 to 18 seconds to load on an average.
Some steps to reduce the mobile page speed is given below-
- Enable caching.
- Implement accelerated mobile pages (AMP) code.
- Optimize images to smaller pixels and the .jpeg format.
- Reduce server response time.
- Reduce navigation and redirects — leverage the long scroll.
- Load above-the-fold content before below-the-fold content.
- Eliminate pop-up ads.
- Enable gzip compression on CSS and Hypert Text Markup Language (HTML) files.
It is important to regularly test your web pages in case any new content has slowed it down. Google’s page speed insight provides you with a load out time, and this helps you in determining whether any further investigation is required or not.
The reason why people avoid making purchases on mobile is that the checkout process can be inconvenient. Also, entering the details about credit card is risky using public Wi-fi through the tiny phone screen.
Another way to direct these barriers to another path is through providing customers with an option to switch devices. Although it won’t increase the mobile conversion rate, it will chalk up your mobile efforts in contribution.
Using trusted mobile payment sources like Paypal to integrate payment services as they are trusted and secure.
The objective should be to limit the number of clicks which are needed for checkout. It’s an advantage of the mobile landing page. A home website checkout should contain payment information, address and other information, all on a single page. They should make the checkout and taps-to-action as painless as possible.
Scale down content and Images
The first task- Optimise your content management system (CMS) which serve specific content for users of mobile.
It doesn’t require writing new content; it needs adjusting the meta tags and the content length for the use of mobile.
The headlines should be short as they are more likely to attract the user attention through social new feed or mobile search engine results page (SERP).
Give clear call-to-action (CTA) phrases which are shorter and grasp more power words. The New York times ran different headlines for mobiles and desktop users as an experiment:
A different way to organise your content is with the help of modular design. The modules are different pieces of a website such as a blog content, shopping carts, and they are placed on different part of the webpage.
The modules are easier to maintain and adjust then the templates. There are different websites which make use of card-based modular design and among those Pinterest is the most famous.
Optimising the messaging for mobile
Research on consumer behaviour and habits on mobile should be done. The mobile devices have become much more than a tool which is used for shopping or searching for information on the internet. It has become a part of a person’s identity.
About half of the views on a video are through mobile.
The text ads on your mobile should be adjusted accordingly.
Benefits should be listed with simple descriptions as most people don’t scroll in the mobile results.
Calls to action with tactile reactions
It’s essential that call to action is included above the fold of your mobile webpage. The size of the button to make it more visible to customers should be expanded.
It’s equally important to provide visual responses to each completed action on the website. The mobile users may also think that their website or their smartphone is having an issue if you don’t provide a tactile response to a click or action.
A micro interaction can be provided, but it should not affect the page speed of the website.
Take mobile offline
The digital experience affects 56 cents of every dollar spent in brick-and-mortar establishments. Also, about 93 per cent of the American use their phones while shopping.
This is an excellent opportunity to connect with the customers and improve service. The scannable quick response (QR) codes for products and offering the customers the chance to calculate savings. It is a great tool to increase the brand value in the eyes of the customer.
Remarket with SMS and push notification
The final step can be to use mobile device capabilities to remarket to customers through push notifications and short message service (SMS).
The push notifications should be used to advertise the time limited promotions to the potential customers. Location-based tracking can be used to drive ads to people near your business.
Include time-sensitive promotions or buy one, you can get the (BOGO) offer as well. To truly elevate your potential, you can use fear of missing out (FOMO) on your offers.
The mobile search economy will continue to grow, and it is seen that mobile search is limited to the devices only. The strategy also needs to be re-optimized by using different messaging approach so that the conversion rate improves.