June 25, 2015
Mobile shopping traffic is expected to double in 2015. Are you already taking advantage of it? Compared to desktop shoppers, mobile users show different click behavior and checkout expectations. While having a mobile-friendly website is a must in 2015, optimizing it for the highest conversion rates is your next step to undertake. Here are 6 smart tweaks you can implement today to boost your mobile sales!
1. Give an option to change device
Most people are mobile browsers and desktop shoppers. Don’t deprive them of the opportunity to choose your goods on-the-go and make a checkout from their laptop afterwards. Ask if they would like to receive their shopping cart to the website via email, so that they could finalize their purchase later in the day after they finished work, consulted with their spouse, or asked for friend’s feedback.
According to Google’s Mobile Playbook 68% of mobile searches occur at home where there are other desktop devices present. Allowing customers to instantly switch and start exactly from the place where they left (even without the need to create an account) will help you earn a big extra to your revenue.
2. Display only the most relevant content
The more content you offer to mobile users, the less sales you can potentially generate. Adjust your layout and display the most important information above the fold. Make sure your buttons are big enough to tap easily and the most important product information e.g. price is highlighted.
Struggling to determine which content should be on display for mobile users? Try A/B testing for headlines, call to action texts, image sizes, and overall layout. Also, instead of piling up all the content one after another and giving the users a dreadful impression of the endless scroll, let them scroll just enough to learn about the product they are interested in. Add a button at the end that would bring users back to the top within seconds.
3. Improve navigation with increased spaced
Call to actions, buttons, links – everything clickable should be placed at the appropriate distance from one another to avoid accidental clicks. Leave enough white space at the borders to make scrolling easier and watch your bounce rate decrease.
4. Optimize search filters
Ideally, your customers should be able to narrow down the list of products with 4 clicks or less. This might be a bit challenging for big e-commerce sites, having numerous products on sale. Replace filters with icons wherever it is possible e.g. for color choice or brands and introduce sliders for certain product listings as they can replace price filters for instance.
5. Get rid of pop-ups
There’s no single opinion whether pop-up banners are evil or, on the contrary, huge conversion boosters, however those are particularly difficult to skip for a mobile user. The mobile shopping experience should be fast and have zero interruption for the users. Any additional click drastically reduced conversion rates and increases drop-offs.
6. Create a sense of urgency
Encourage your mobile users with special perks that could help you seal the deal faster. Offer them a special 10% discount, free shipping, or two-for-one, as an example. This trick will also help you identify why exactly mobile shoppers fall out of the sales funnel and hit their sweet spot with a tempting offer they cannot resist. Alternatively, offer to keep the perk if they make the checkout within the next 24 hours from any device. At the end of the day, profits matter more than reaching the ultimate mobile conversion rate.
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