Mobile internet and app usage has increased tremendously rapidly since the introduction of smartphones in the market. Given the power, performance and flexibility that today’s smartphones provide, it’s no wonder that mobile is slowly but steadily becoming the de facto device for staying and doing things online.
According to the statistics provided by Smart Insights , 80% of internet users own a smartphone. This figure is something ecommerce businesses cannot ignore for sure. Where all the sales and revenues are dependent on the internet, and mobile is becoming the primary device for accessing internet, conversions from mobile devices need to be analysed and improved to stay competitive and relevant. Doing CRO for desktop devices would always translate into higher conversion rates for mobile devices as well. There are quite a few areas where conversion from mobile devices need to be taken care of separately.
Optimize the mobile version of your website
The user interface of your mobile website required to be different from that of the desktop site. While desktop site is much larger and it’s easy to reach any icon on any corner of the screen, mobile screens are limited. You need to put everything in such a way that the user don’t have to go much deeper into the site to find what he has been looking for. Also, all smartphones work with the touch feature, so your icons should be big enough to be touched and accessed easily by the user. The navigation of mobile websites should be smooth. Design a compact website with fewer pages. The checkout page should be simplified avoiding too many clicks. Don’t distract your customer by providing too many links to open. Keep it simple and organized to the extent possible.
Develop personalized mobile applications
A research reported by Smart Insights show that 89% of consumer media time is spent on apps and around only 11% for mobile web. An app ensures easy navigation for your regular customers and makes shopping hassle free for them. When you have enough traffic to your mobile web, you should consider developing a mobile application for your site. Marketing gets easier with apps as you can send regular push notifications to your customers without spamming their inboxes. A mobile application also helps your customers to save their shopping lists without multiple logins and encourages them to continue shopping whenever they like, right from the point they left it. You can send push notifications for abandoned carts and remind them to check out. Mobile apps also enable you to promote your offers and other discounts timely with the help of push notifications. Promote ‘app only offers’ to allure your customers to shop more and continue using the app even after they are done with their necessary purchase. A flip side of using a mobile app is you brand has to be big enough for people to download your app. If you are mostly acquiring visitors from search, they wouldn’t readily download your app.
Achieve a mobile-friendly User Interface
User interface is a really important aspect of any ecommerce business. It matters as much for the mobile site as it does for the other. It’s just that the rules change. Most of the mobile users use mobile data to surf the net, so your website should be easier to load and shouldn’t gulp in much of their limited data usage. The text is equally important, as the screen is small; you need to select the right font and size to make it visible to the potential customer. Use of pop-ups is a strict ‘NO’. It distracts the visitor from your store and he might never return back to the page he started with. Follow all these best practices to ensure that the visitor converts to a returning customer. A customer only returns when he has a swift experience for his previous purchase. Provide him that ‘call back’ experience to increase the mobile conversion rate of your business.
Go for cross-platform website testing
It’s a very important step of creating a mobile website for your ecommerce business. The number of mobile devices available in the market is enormous, and then there are tabs and iPads to add to that. After you are done with the designing and developing part, you need to do the testing. Test if your website works fine for all kind of mobile devices. Your checklist should include different versions of android, different browsers used on phones, iphones, ipads, tablets, etc. The efforts and resources you have put in to get conversions on your mobile site should be reflected over all the platforms. Cross platform testing also includes the use of analytics to study consumer behavior, the performance of your app across platforms, and checking the UI/UX guidelines for your platform. Not to forget, this testing is not a one time task. It should be frequent and should be done every time you come up with an update.
Promote mobile shopping through Social Media
What can be better than Social Media to increase your mobile conversions? A significant part of the mobile users are active on social media apps like Facebook, Twitter, and Instagram. Make it the place where people get to know about your site. Just a click and they are directed to your website or app. You just have to work strategically on what kind of promotion is suited for which platform. For Facebook, you can provide a lot of information about the product and brand along with a captivating image. The comment sections acts as a discussion forum where people engage in reviewing and discussing things about your brand and products. Similarly, Instagram can be linked to your app data and can be used to advertise things that relate to their shopping trends. How you promote and lure converting visitors also depend on your line of business.
These points make is almost clear of what all can bring conversion to your mobile site. The usage of mobile devices for ecommerce transactions is only going to go north in future. Use this to bag opportunities for your business which ultimately leads to higher conversion rates for your ecommerce store.