Mobile traffic is driving the online business world. Reports from Google found that, by the end of 2014, many countries in Asia were using mobile phones more often to get online than computers and this is a trend spreading across the globe. There has been a huge increase in internet access via mobiles and, with this in mind, businesses need to be thinking about how to optimise their websites and their online presence for mobile users, as well as regular browsers and shoppers behind computer screens.
Mobile search is still a relatively new phenomenon and whilst Google has changed its algorithm to account for this, it’s still in its infancy. However, the playing field has changed and any marketer or savvy business owner will tell you – mobile search is just as important as desktop search and therefore you need to give it the same attention and value in your marketing strategy and content scheduling. Have a look at some key ways you can ensure your mobile traffic is converted into sales.
Designers are still designing websites for computer users first and design pages which look best on 15” screens rather than a small smartphone or tablet screen. Mobile-friendliness means you need a responsive website designed with mobile users at the forefront of all creative decisions. With responsive design each website is optimised for all screen sizes and you can work on individual features which appeal to different types of user. Compatibility testing will be key to the design process now mobile is so prominent and you have to ensure developers test thoroughly for the compatibility of the website, to ensure the highest level of customer satisfaction from mobile users on a wide range of devices.
Simple and Organised
Plain and clear pages are key to keeping mobile users interested. Engage your mobile audience by giving them what they need and what you want them to see. Remove unnecessary information, keep text blocks short and concise and ensure buttons are well positioned for easy clicking on a small screen. Mobile speeds are often slower than regular computers too so simplicity will help combat any risk of lag or frustrating stalls.
Within the same area you also need to prioritise and organise your information into a hierarchy. The key information should be kept ‘above the fold’ which basically refer to the top of the screen. On most mobiles this is around 100 pixels of space and you really need to make it count.
Google and IPSOS got together to study 3000 mobile searches to get a better understanding of how users react to having insufficient information and most notably, a click to call function, on their website and they found:
- 47% of users were more likely to explore other brands out of annoyance and frustration
- 35% of users expressed disappointment with the company
- 27% of users expressed a feeling of less trust in the company
- 33% of users were less likely to use the brand again or recommend them to a friend
- Just 34% expressed no change in their opinion of the company
Click-to-call gives your users a direct line via their phone to your company and this is highly valued amongst many consumers as it’s a further convenient feature they’ll appreciate.
Predict Mobile Conversion Practices
Research suggests that mobile users tend to move from device to device to convert. This could mean they find something on their smartphone, switch to their tablet later to take a closer look or check out something new related to the product or service, and then may return to their phone to consider actually making the purchase. Make this whole process as easy as possible and synchronised, allowing for a coherent experience across devices but also convenient purchasing in every instance. Save-to-cart functions are particularly helpful for boosting those conversation rates, as can a sign-in option, giving users access to their account on any device.
Build in Social Media
Social media is one of the leading reasons people are on the internet on their mobile phones and you can get in on this habit by incorporating social media into your mobile experience. Add easy social sharing buttons to keep customers engaged and more likely to click on your site via their favourite social networks as well as simply by visiting your URL directly.
Your mobile traffic has the potential to be the most potent source of revenue as so many people are constantly accessing the web via their phones. Setting your website up to succeed puts you in a great position from the off and allows your website to impress and engage, which should in turn nudge users towards purchase.