Conversion rate optimization

5 Guiding Principles of Increasing Mobile Conversion Rates

Increasing mobile conversion rates is more than just realizing that a mobile website is good for business. Sure, you’ve taken the first step, but a robust mobile site is more important than ever.
Most people don’t know what goes into increasing their mobile conversion rates. They have everything figured on desktop , but mobile is a different ball game.

Mobile Usage is Only Growing

A recent StatCounter study found that:

“Mobile internet usage in the US has grown by 73% over the last 12 months to reach 24.4% in August. UK mobile internet usage is up by 69% to 23.2%.”

Mobile internet usage is taking off in the United States, as well as many other parts of the world.
You can look at this two ways:

  • Disappointment, as you don’t know how to use this to your advantage.
  • Opportunity, as you can now reach an even larger audience.

Let’s get back to mobile conversion rates. Certain strategies can boost your conversion rate without much time or money.

5 Ways to Increase Mobile Conversion Rates

1. Less is more

Think about the way you browse the internet from your smartphone or tablet. Are you interested in sifting through tons of content and images, just to find what you are looking for? Probably not.
When it comes to mobile design, less is always more. Most mobile visitors have a specific reason for navigating to your website. Maybe they’re looking for a business in their area. Maybe they want to compare your prices to a local store while they’re actually in said store.
If you want to keep mobile visitors on your site, cut as many distractions as possible. Provide simple, visually-appealing content with a defined navigation.

2. Use pop-ups

Think back to the early Internet days. Are you cringing at the thought of annoying pop-ups opening new windows, stopping from getting anything done?
Guess what? They’re making a comeback. But pop-ups have changed. For the better. Pop-ups now integrate with website design and they never block visitor progress. Instead, think of pop-ups like a crossing guard. They direct traffic so customers get to where they want to go—quickly and efficiently.
Think about your own business website. You could use pop-ups to:

  • Provide mobile users with a discount code.
  • Promote your mailing list. Once you collect a person’s email address, you can market your products and/or services to them again in the future.
  • Promote your most important content like videos and blog posts.

As long as your pop-up is valuable, you’ll be converting more than you ever thought possible. increase mobile conversation rates with a website pop-up

3. Reduce images

Your mobile site shouldn’t be “text only.” But if you want to increase mobile conversion rates, you have to be ruthless about cutting images.
Too many images:

  • Dilute your message and block visitor’s path towards conversion.
  • Slow down your website. (Slow mobile websites are the primary reason visitors click out.)

The ideal number of images depends on the type of website you run. An ecommerce website should use more images than a basic blog.
Bonus tip: Make sure images are responsive. If they’re no, visitors will see a messy page of too-large images and too-small text.  At that point, their first thought is: time to find another resource.

4. Make life easier

If you could wave a magic wand, what’s the one thing you would ask people to do after landing on your website?
Once you know the answer to this question, you can design your site to make that happen.
If your goal is for mobile visitors to buy a product, they shouldn’t have to click 10 links to find what they want.  Navigation should be simple and intuitive. Resize images so they’re easy to view at a glance. The shopping cart should be visible with a clear icon.  The checkout process should only take a couple of minutes, at most.
Have you found that email or phone calls convert better than organic mobile traffic? In this case, don’t hesitate to push people in the appropriate direction. Add a “call us” button in a scrolling navigation menu, making it clear that the ideal action is to place a call.
Or maybe your number one goal is to grow your list? Use a pop-up targeting every visitor offering a discount for new sign ups.
increase mobile conversions with a discount code

5. Encourage social sharing

The Pew Research Center found, “As of January 2014, 74% of online adults use social networking sites.”
And Business Insider said:
“60% or so of social media time is spent not on desktop computers but on smartphones and tablets.”
That means when it comes to social sharing, mobile is the place to do it. To squeeze every last ounce of success from your mobile site, encourage social sharing.
increase mobile conversion rates with social sharing
Social sharing is so important because when someone shares your content it:

  • Shows people are interested in what you have to say.
  • Brings other visitors to your site.

Social media is always changing, but no matter the platform, people are sharing content they love.

Final Thoughts

If you don’t have a mobile website yet, your number one priority is to take care of the basics. Right now. Google now penalizes non-mobile, so this needs to be your first order of business.
Once your mobile site is in place, then focus on the above five strategies. If you use one or more of these ideas, it won’t be long before your conversion rate takes off.

Benjamin Cahen Experienced entrepreneur, Ex-Amazon, Ex-VC, Ben is founder & CEO at Wisepops.

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