Mobile websites have become a necessity for businesses if they want to reach online shoppers on all devices, but just having a mobile site will not improve conversions. The website needs to be mobile friendly. However, solutions such as responsive design, which many claim will increase conversion rates, also struggle to achieve this target.
How To Improve Conversion Rates On Mobile Websites
People surfing the web do so differently on their mobile phones than on a desktop. Users tend to be on the go when checking mobile websites, so they need to be different to desktop versions. Contact details, special offers and products they want all need to be easy to find or right in front of them. Responsive design sites can be too distracting and have too much content. Here are five ways businesses can improve mobile conversion rates.
Less Content – Mobile users will not want to make their way through an entire website’s contents. They are more likely to have a specific reason for visiting a mobile site. They may want to contact a business, find a location or quickly window shop before purchasing a product from that company. Therefore, mobile websites need to be to the point and without distractions.
Smooth User Experience – The amount of content and how a mobile site is designed both contribute to the quality of the user experience. If a user has to battle through excessive links or scroll through page after page to find what they want, this will create ‘friction’. Contact details should be in sight above the header for anyone who wants to call, and promotions should be on the front page.
Offers – Mobile users will want to make a quick decision whether to purchase a product from one business or their competitor. Mobile websites need to make it an easier decision and special offers are a great tool for persuasion.
Retain Users – Mobile users are more likely to interact and respond to a call to action and good customer engagement is a great way to retain customers. Phone numbers and e-mail addresses are also valuable to businesses for any future marketing campaigns.
User Engagement – Multimedia content is essential online, even more so on mobile sites. Users want to be engaged with video, pictures, contests and even games and including any of these will improve bounce rates. If a user is only welcomed by blocks of text on a mobile page, they are likely to leave.
Both mobile optimised designs and responsive design can be used to improve conversion rates. With a mobile design from Store Express, a mobile website can be designed for specific user objectives which differ from desktop browsing. They also offer responsive design solutions, which offer a fluid user experience and can be built with a mobile first approach for accessibility and speed.