Mobile users have traditionally
been surfers rather than shoppers. Mobile conversion rates are still less than
half of desktop conversion rates. Though there is an opportunity for e-commerce
websites to increase their online sales through mobile, barriers do exist.
Mobile checkout is less convenient than it is on desktop, and a majority of
mobile consumption occurs in apps rather than websites.
With the mobile first index finally
arriving and voice search continuing to climb in popularity, now is the time to
re-optimize mobile e-commerce strategy to improve your bottom line. There are
some ways one can improve mobile conversion rates.
Prioritize Speed - Google recently announced that mobile page speed
would become a ranking factor in July 2018. Page speed is essential to your
user experience and bounce rate. DoubleClick even released a report that found
that 53 percent of users will bounce from a mobile site that takes more than
three seconds to load.
Improve Checkout - One of the main reasons people avoid making purchases
over mobile is because the checkout process can be quite cumbersome. Besides
having to type in credit card information using public WiFi with tiny keys,
navigation becomes a huge issue. Primarily, you should attempt to limit the
number of clicks it takes to reach checkout. This is one of the advantages of a mobile
landing page. For your home website, a checkout should contain payment
information, address and so on, all on one page, and make checkout and
taps-to-action as painless as possible.
Scale down content and Images - Optimize your content management
system (CMS) to serve specific content for mobile users. Write shorter
headlines that are more likely to attract user attention through social news
feed or on a mobile search engine results page (SERP). Provide clear
call-to-action (CTA) phrases that are shorter, and leverage more power words.
One way to organize content on your website is by using modular design.
Optimize Messaging for Mobile - Do your research on consumer
behavior and habits over mobile. Mobile devices are much more than a device for
shopping or Googling information to outsmart your friend; they’re part of many
people’s identity. Adjust your text ads for mobile to acquire more clicks.
Provide compelling benefits with simple descriptions.
Call to action with tactile reactions - It’s imperative that you
include a call to action above the fold of your mobile webpage. Provide visual
responses to each completed action on your website.
Remarket with SMS and push notifications - Use mobile
devices capabilities to remarket to customers through push notifications and
short message service (SMS) messages. Use push notifications to advertise time
limited promotions to people every so often. This can even be used to drive ads
to people if they’re near your business, using location based tracking. To
convert leads leverage urgency and fear of missing out (FOMO) within notifications.
This could include time-sensitive promotions or buy one, get one (BOGO) free
offers.
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