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Ways to increase the mobile conversion rate for an online store – Let your visitors buy from you on-the-go

By June 5, 2018CRO
Ways to increase the mobile conversion rate for an online store - HumCommerce

Mobile usage is increasing day by day. Every time, people don’t open their laptops and buy the products they want.

They do not have time. Many times they are busy with their work, are driving or something else.

One thing they always have with them is their mobiles. Research shows that people prefer using their high-tech mobiles to surf online, browse websites, check their emails and social media accounts and purchase products online.

Then why is your ecommerce site’s mobile conversion rate still down? Let us find out.

Earlier, Google gave more preference to desktop traffic compared to mobile traffic. Google is frequently updating and tweaking its algorithms.

Now it has rolled out mobile-first indexing.

Why? Because mobile usage has outgrown desktop usage. Google’s new algorithm will give a boost to mobile-friendly websites and pages on search results.

If you do not focus on mobile users, you’ll not only lose a lot of revenue but also be beaten by your competition soon.

In this article, you’ll learn how to increase the mobile conversion rate for your online store.

 

Optimizing the following will increase your website’s mobile conversion:

 

  1. Improve Website Mobile Speed
  2. Improve Website Design
  3. Improve Mobile Usability
  4. Implement Autocomplete
  5. Focus On Mobile SEO
  6. Optimize CTA (call-to-action) Button
  7. Keep Fewer Pages For Better Navigation
  8. Keep The Paying Process Short and Simple
  9. Test Landing Pages
  10. Utilize SMS Messaging & Push Notifications
  11. Seamless Cross-platform Experience

 

1. Improve Website Mobile Speed

 

The most critical factor in converting more on mobile is the page loading speed.

Why? People are less patient when using mobile to buy stuff online.

As per the evidence,

“Average mobile conversion rates are 64% more compared to the average desktop conversion rates.” – CMS Report

“One Google study showed that more than half of mobile visitors would leave if the website takes longer than 3 seconds to load.”

Render Start Time (RST) is a significant part of mobile page load speed. It is the time taken for the first content to appear on the mobile screen.

Great mobile RST websites get 50% more engagement compared to other sites. More involvement will always increase the chances of mobile conversions.

Now, how to make sure that your website is loading as fast as possible?

  • First, check your current status by typing your URL into Google’s  Mobile Website Speed and Performance Test.
  • Improve mobile page speed by following Google’s best practices.
  • Use mobile optimized and responsive design or theme.
  • Optimize your images. (compress them to reduce the size)
  • Install a caching system or plugin.
  • Use CDN – content delivery network.

 

2. Improve Website Design

 

The first impression is significant for new visitors coming to your website. Mobile website design is the key to impress them.

Google’s research shows that it takes around 0.5 seconds for people to form an impression about your website.

That’s undoubtedly very less time. It’ll all come down to the design of your website.

Excellent website design will not only engage the visitors but also build trust.  

How to solve this?

  • Have a responsive website design. (yes, it’s that important)
  • Make sure the visitors are finding the information they need as fast as possible.

Now, how is that possible if you do not know what users are doing on your website. Well, we have got an excellent solution for that.

You can use HumCommerce CRO tool’s visitor recording visitor recording feature to easily know this.

You can watch the recorded videos of all visitors and see what exactly there are doing.

Many of  your questions will be answered like:

  • Are they clicking where you want them or not?
  • Are they getting irritated by the popup and exiting the website?
  • Are they looking at product prices and leaving the website?
  • Are they facing any problem when moving to the next page?
  • Are they losing their patience while filling the account creation form?

 

Visitor’s recording alone will give the insights that will help you transform your website into very interesting and engaging experience for the visitors.

 

3. Improve Mobile Usability

 

Mobile usability is an integral part of website interaction. In mobile phones, users can not use the cursor like in desktop to see if the object is clickable or not.

Space is not a luxury in a mobile view of any website. If objects are close to each other, there is always a possibility of the visitors mistakenly clicking on something else.

To avoid this issue,

  • Make the buttons, form fields, links and other interacting objects big enough for the visitors to easily tap by their thumb or fingers.
  • Provide sufficient space between each link to prevent users from clicking something else.
  • Test the fixes you made on different mobiles to see if everything is aligned correctly.

 

4. Implement Autocomplete

 

If the visitors can find what they want with the least amount of effort then the chances of them buying from that site increases. This can be accomplished by using autocomplete in the onsite search. Just like how Google shows it.

Autocomplete-search-example

As the user’s type, the available options come below, and the users can quickly select the item they were looking for. It makes it easy for users to find exactly what they want in less time.

  • In WooCommerce, you can use WordPress plugin.
  • In Shopify, you can use Shopify app.
  • In Magento 2, this feature is already present.

 

5. Focus On Mobile SEO

 

Desktop and mobile SEO (search engine optimization) is used to help the customers find you on the search engine results.

Google’s mobile-first index uses the mobile version of websites for indexing and ranking the pages. Optimizing the site for mobile is equally crucial as the website for a desktop.

Ranking high on mobile search results will be more critical as the time goes by.

As most people prefer searching and purchasing through mobile, there is a huge potential for more traffic and revenue through mobile search results for your website. To see where your website stands in mobile friendliness, test your website on Google’s mobile testing tool.

Google-mobile-friendly-test-example

Google will provide you with tips for improvements. Applying those recommendations will improve your website’s search presence on search engines.

Other SEO tips that will help you right away:

  • Start with optimizing meta title and meta description.
  • Make sure to add phrases and keywords in your page content.
  • Keep URLs short with keywords included in them.
  • Do proper interlinking
  • Keep your website’s navigation smooth
  • Put Alt text in website images

 

6. Optimize CTA (call-to-action) Button

 

Conversions depend on the call to action texts or buttons. Call to action is a marketing term used in selling and advertising.

It is designed to prompt immediate response and inspire quick sales.

CTA words or phrases are used in the sales pitch, advertising copies and web pages to encourage customers to take a particular action.

For Example – You want your visitors to click on the buttons or texts like “Download Now” or “Find Out More.”

Mobile users want faster results compared to desktop users. You need to provide them with what they want as soon as possible.

You can direct them by using effective CTAs in their purchasing journey.

A good CTA consists of:

  • Correctly conveys the benefits of taking the desired action.
  • Good power and action words that inspires conversion.

Make sure that the CTA button is visible and easily clickable in your mobile site version.

Some effective CTA examples:

“sign up for free,” “get a quote,” “buy this item,” “book now,” “subscribe,” “claim your free trial.”

 

7. Keep fewer pages for better navigation

 

Mobile version of the website is different from the desktop version. There is less space in mobile. Covering all the desktop element in mobile screen is hard.

The mobile user should be able to see all the essential elements of your website. It is not a good thing if the user has to zoom, tap and scroll a lot.

Visitors should see the most important and engaging content right away. It is better to construct a mobile website with fewer navigation elements and web pages.

 

8. Keep The Paying Process Short and Simple

 

You may lose many customers if your checkout process is complicated and very long.

Mobile e-commerce success directly depends on the checkout process. It is crucial to make sure that the checkout process is as smooth, easy and fast as possible.

It is straightforward for anyone to get irritated if they have to fill lengthy forms or wait for a long time to complete their purchase.

“28% of online shoppers left the website without buying the product because of a long or complicated checkout process – Baymard study.”

Actionable steps that you can take right away:

  • Decrease the checkout steps and pages.
  • Lower the checkout pages. One to two pages will be ideal.
  • Show some kind of checkout progress bar to the visitors.
  • Provide guest checkout option. But ask to save their details after the purchase.

Quick Tip: Try using digital wallets like Google Pay and Apple Pay. These wallets help the visitors to pay quickly and in turn makes the checkout process fast.

Check out more effective tips to avoid checkout abandonment.

 

9. Test Landing Pages

 

Frequently testing and improving the landing pages, headlines, call to action buttons, etc. can give you insights into what is working better for your mobile website.

Even small changes can lead to higher engagement and conversions. Implementing the elements which worked for you can have a positive impact on your revenue.

AB-testing-1-1

You can use HumCommerce CRO tool’s A/B testing feature to know which changes helped you convert better.

 

10. Utilize SMS Messaging & Push Notifications

 

SMS messaging and push notifications have proven their metal in increasing the conversions. These two ways come in core mobile marketing.

Many restaurant chains use SMS messaging to intrigue their customers. It contains text message followed by the discount code. It works wonder for them.

Ecommerce websites can also benefit from this by giving offers, deals, and contests.

SMS marketing has the highest reach and open rate. Why not use this fantastic, high converting way to boost your sales drastically?

On the other hand, push notifications are little different.

Gone are the days when users download apps for all the websites they like.

Earlier, push notifications were only limited to people who had the app. But now due to technological advancements, push notifications can be used by any website.

Provided the user grants explicit permission, web push notifications can be shown to the users even after they have closed the website page.

Web push notifications have the potential to boost 80% more engagement.

As with any marketing, the timing and list segmentation in push notification are the key components that can increase mobile conversion rates.

 

11. Seamless Cross-platform Experience

 

Most people have more than one device at their disposal. One is mobile, and other can be laptop or tablet or both. Chances of the user having a mobile and a laptop/desktop are more.

These consumers likely use more than one device to check the website.

Many customers use multiple devices to shop, many completed the purchasing on the desktop but started on the mobile phone, many complete the transactions on a smartphone which began on the desktop and so on.

It will surely be beneficial to make sure that the consumers have the same experience cross-platform without hitting any roadblocks. A website that will make it simple to move across different channels will have a competitive edge.

 

Conclusion:

 

To put it simply, the reason why your mobile conversion rate is low is that people prefer to buy or browse desktop version of a website compared to a mobile version. Consumers want the seamless and same experience on mobile as they would on the desktop.

Making your website mobile friendly and applying the above-proven tips will undoubtedly increase your mobile conversions.

Check out our guide on top e-commerce metrics every business should track.