Global mobile use continues to expand enormously, and millions of potential customers are searching for products or services through mobile rather than desktop. However, mobile conversion rates are still far less than desktop conversion rates because of various factors. One, mobile check-out is not as convenient as desktop checkout. Two, most mobile users visit apps instead of websites. And third, most websites are not optimized for mobile use.
So, how can you re-organize your mobile e-commerce strategy to increase your mobile engagement and boost your conversion rates? Here are some strategies to consider:
Make Website Speed a Priority
Your webpage’s loading speed is imperative to your user’s experience and largely determines the bounce rate on your site. In a recent announcement, Google said that page speed will be a major ranking factor by July of 2018.
Many studies have shown that mobile users prefer fast loading pages. In one study by DoubleClick, 53 percent of the interviewed users said they will bounce from a page or mobile site that takes more than 3 seconds to load. Actually, I personally bounce off a page that takes more than 4 seconds to load.
Some of the best ways to improve your mobile page speed include:
• Implement a mobile-optimized web design
• Enable caching
• Adopt AMP code (accelerated mobile pages)
• Reduce server response time
• Do away with pop-ads
• Optimize images
• Reduce navigation or redirects within the site
Then regularly test your page speed to see if new content or modifications to the site have slowed it down.
Make the Check-Out Process Simple and Seamless
Many people don’t prefer making purchases on mobile because they consider the checkout process a burden. One of the ways to avoid losing the potential customer on your mobile site is giving them an option to switch devices. Another way is to use simple, secure online payment methods such as PayPal to make the check-out process fast and less cumbersome.
The best way to improve the checkout process, however, is to reduce the number of clicks it takes to reach checkout. Have all the checkout information on one page and make the process as simple as possible.
Optimize Your Content and Images For Mobile
It doesn’t mean you’ll have to write totally new content for mobile; you just need to modify the current content length, Meta tags, headlines, and call-to-action phrases for mobile relevance.
The headlines and CTAs should be shorter and powerful enough to catch the user’s attention as they scroll through your site. Also consider adopting a modular design to organize your content so that different aspects of your website like the blog, about page, and shopping carts can be placed on different sections of the webpage.
Remarket With SMS and Push Notifications
Use mobile devices to send SMS and push notifications alerting people of your time-limited promotions often. Leverage the fear of missing out (FOMO), as well as urgency with your notifications to increase your chances of converting potential leads.
Having a high mobile engagement in this mobile search economy is paramount. Evaluate and optimize your mobile engagement strategy if you want to remain competitive and receive higher conversion rates.