Google’s April 2015 update took mobile sites from a forward thinking business strategy to a critical aspect of every brand’s online marketing strategy. With Google’s update, sites that are not mobile friendly see their rankings suffer in search engines There is more to building a mobile experience than making sure everything fits on the page, however. The site should be optimized for the user. When brands make this effort they are often rewarded. Mobile shoppers are 160 percent more likely to convert on sites specifically optimized for smartphones.
It is important to note that according to research conducted by BrightEdge, customers are becoming increasingly comfortable making purchases of all sizes from mobile devices. The study found that the size of purchases on mobile were within 10 percent of those on desktops by the end of Quarter 3 in 2014.
Here are a few ways that site owners can prepare their pages to take advantage of mobile eCommerce.
Anticipate what the user seeks
Although mobile has surpassed desktop as the primary source of online searches, many customers do not use their mobile devices the same way they use a desktop. Customers are more likely to look for practical information, such as addresses or phone numbers (nearly 1/3 of mobile users are interested in finding contact information). Using mobile chat can be a way to enhance the user experience and make it even easier for customers to convert. When brands understand the importance of having this information easily accessible, they will naturally create a stronger user experience.
When content is viewed on mobile devices, it also often requires considerably more scrolling than it does on desktops. That means adding features such as mini-IAs—miniature tables of content—with direct access buttons, back-to-top buttons, and similar additions that make reading content easier and improve the user experience as well.
Moxie makes it easy for brands to uncover customer intent and provide relevant, engaging content through mobile devices. This helps to drive conversions by providing personalization based on mobile customer personas. Intuitive engagement tools ensure that the page responds to every type of device and seamlessly aligns with the brand.
Make the site easy to use
Although many people use their smartphones daily, there are certain tasks that are easier to do on desktops than on mobile. Multi-field forms, for example, should be heavily discouraged and limited when they are featured on mobile sites. Every form field beyond three decreases mobile conversions by as much as 50 percent.
It is also important to make sure that navigation itself is simple. Buttons that are too small or too close to other site features may be hard to use on a smartphone.
Have applicable calls to action
As already discussed, customers often arrive at mobile sites with different intentions than when they visit a desktop site. To make sure that the site remains relevant and encourages conversions, try creating customized CTAs that speak to the mobile user, like inviting them to call a representative to learn more.
Creating an optimized mobile site is a wonderful way to boost conversions and revenue. Given the strong growth in mobile usage, a boost in mobile optimization can have a substantial impact on a business’s bottom line. Moxie Concierge is an easy way to get started and learn more about mobile optimization.