Traditionally, mobile users have been surfers rather than shoppers, points out Search Engine Land, and according to one study, mobile conversion rates still don’t measure up to desktop conversion rates, at less than half their numbers.

This may be due, in part, to mobile checkout being less convenient than on desktop. Additionally, 86% of smartphone users spend their time on apps rather than on websites.

Still, with Google’s Mobile Speed Index going into effect in July 2018, as well as voice search continuing to grow in popularity, now is the time to optimize your mobile e-commerce strategy to improve your bottom line.

Here are 5 key things to consider in order to improve your mobile conversion rates:

1. Speed Matters

Your website’s page speed is crucial to user experience and bounce rate, and as of July 2018, mobile page speed will become an important ranking factor Google recently announced.

Kissmetrics points out that even a one-second delay in page speed could decrease your conversion rate by 7%. Furthermore, a DoubleClick report indicates that 53% of users will abandon mobile sites that don’t load within three seconds.

If you haven’t already, upgrade your website to a responsive website design. You’ll also want to test your page speed to identify any content or changes that have slowed down your site and make adjustments accordingly. You can enter your URL into Google’s Page Speed Insights for some helpful page stats and optimization suggestions.

2. Checkout Optimization

Cumbersome checkout processes are one of the main reasons people avoid making purchases on mobile. In addition to having to type in credit card information over public WiFi on tiny keys, navigation can be a significant issue.

One way you can reduce these pain points is to allow customers to switch devices. While this move won’t increase your mobile conversion rate, you will get kudos for your efforts to improve the user experience. You can also encourage payments on your mobile-friendly website by implementing payment services—such as PayPal—that are trusted and secure.

Ultimately, you want to limit the number of finger taps required to achieve checkout. Your website’s checkout page should contain straightforward payment and contact information and simplify all actions to make sales transactions as painless as possible.

3. Content Management

Deliver specific content for mobile users, adjusting meta tags and content length for mobile consumption. You’ll also want to create shorter headlines that will attract user attention in social news feeds or in mobile search engine results.

Keep calls to action phrases clear and brief, using power words. Additionally, it’s a good idea to test different headlines for mobile and desktop users.

Use a modular design to organize content on your website so you place pieces of content (like shopping carts, or blog messages) on different parts of a webpage as you see fit. Modules are easier to adjust and maintain than templates.

4. Mobile Messaging

According to Nielsen, text messaging is the most used data service in the world. In fact, mobile devices are more than another way to shop or a tool for Googling information—they’re often part of a person’s identity. That means you need to research mobile consumer behavior and habits to maximize your marketing efforts.

Content should be segmented according to channel and production format. Bear in mind, too, that half of all video views are seen on mobile devices!

Adjust your mobile text ads to require more clicks. Include compelling benefits with simple descriptions. A lot of people don’t scroll through mobile results, so you have a significant competitive advantage over other search and ad listings.

Keep in mind that texts have a 99% open rate. (SinglePoint) and that your customers are receiving and opening text messages from other companies. Shouldn’t they be receiving some from you, too?

5. Offline Mobile Opportunities

Research from Deloitte shows that digital interactions influence 56 cents of every dollar spent in brick-and-mortar establishments and since 93% of Americans use their smartphones while shopping, it’s wise to take advantage of the opportunity to connect with prospective customers in your store to improve service.

Some improvements you might consider include setting up scannable quick response codes for special items, offering a convenient way for customers to calculate savings, or providing advertisements to shoppers in your store for discounted products.

“The challenge we see is that more and more retailers need to integrate the physical world with the digital world.”

Source: Dirk Izzo, Senior VP, Industry Solutions Group at NCR

Combining digital and non-digital resources provides your customers with more flexibility and convenience to shop the way they prefer and creates more meaningful and personalized relationships that lead to long-term loyalty.

Conclusion

According to Invesp, by the end of 2017, over two billion mobile phone or tablet users will make some form of mobile commerce transaction.

Currently, at least 95% of internet users use mobile to look up local information on their phones before calling or visiting a business, and mobile devices are responsible for 19% of all US retail e-commerce sales. This number is expected to reach 27% by the end of 2018, representing 1 out of every 4 US retail e-commerce dollars.

Mobile continues to grow and take over search. Now is the time to use the 5 ideas above to optimize your mobile marketing strategy to improve your conversion rates across digital and offline channels.

About Author

Sherene Funk

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and the eBook The Small retailer's Ultimate Guide to Increasing In-Store Sales. She is a voracious reader who owns more books than she can ever read in this lifetime (but that doesn't stop her from collecting more). A graduate of Brigham Young University, she has published several humorous non-fiction articles and worked in advertising for many years before moving to her current position as a writer on modern retailing at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with other small business owners through informative articles that address their unique needs.


Also published on Medium.

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