With the influx of mobile technologies, mobile devices have been rapidly morphing the arena of e-commerce. Nowadays, mobile content is consumed most actively than any other types of available media. At this point, in United States alone, media time has reached significantly higher at 51% on mobile devices compared to desktops at 42%.
However, amidst mobile search growth, online market still seems to be in rough waters in keeping up with the fast changing e-commerce tides. Statistics show that most websites are still struggling to create effective mobile contents that successfully attract conversion at the same rate with desktop content. A study from Monetate Q1 2015 E-commerce Quarterly about comparison of conversion rates among different electronic devices clearly shows that mobile phone add-to-cart conversion rates are much lower than desktops.
As an e-Commerce entrepreneur, it is vital to determine ways to boost mobile marketing conversions to keep up with your mobile advertising investment. Hence, here are four simple strategies to improve your mobile conversion rate:
1. Optimize your website’s mobile version
The very first step in designing your mobile site is understanding that users navigate differently on their phone than they do on a desktop or laptop. A major distinguishing characteristic of mobile users is that they are goal-oriented. They expect to immediately get what they need from a mobile site easily and with their own terms. Hence, you ensure success by designing with their context and needs in mind without having to sacrifice your content. Take note of these points:
Make call-to-action visible and evident:
Your mobile visitors do not have the same online surfing attitude with those that navigate on desktop, you need a direct route to lead them to your point – conversion.
Tip: You can put a simple “subscribe”, “buy this item”, “get a quote” or “book now” button right on your website homepage. Adjust the size to make it easy to click with just one finger. Other less important items can be located in the less central areas.
Fewer pages for smoother navigation:
Remember that clicking, pinching and enlarging to zoom, and scrolling are tedious. These frictions only repel your visitor from engaging transactions on their mobile phones. Make your users see your most engaging content immediately.
Tip: Construct your mobile website with fewer pages and navigation elements by using the grouping method. Know the most engaging element of your site and arrange them accordingly. You may also choose to occasionally feature special offers. A vital caveat, though, for promotions: bright promotional or “sale” banners could be a distracting content in your page. Be sure that each vital option occupy their own place in your front page without distracting other options that might have been the reason for your subscriber’s visit.
Set clear interaction cues:
Unlike laptop or desktop surfing, mobile phone users do not have the advantage of relying on the cursor to indicate if an object on the page is clickable or not. A confusing icon makes your viewers hesitant to tap or scroll through the page lest they touch something that will lead them to another link.
Tip: Make your buttons, links, form fields, and other points of user interaction large enough to be easily clicked with a thumb. Provide ample spaces between each link to help users from clicking the wrong element.
Streamline paths to purchase:
Purchasing process is the most crucial to the success of mobile e-commerce. It is vital to properly facilitate a simple shopping cart and checkout experience.
Tip: Never let your visitors click too many times to make a purchase. Place the shopping cart and buttons on a clear and visible spot at the top of each optimized page.
2. Use mobile apps
As your mobile traffic heightens, obtaining a mobile app may just be the right choice for your business. In fact, it has been the trend among companies to make-use of personalized apps for easier and more regular visitor engagements. Further, it provides a more comfortable shopping experience. Read among these quick tips to fully utilize your mobile app for conversion:
Update customers with notifications:
One great aspect of mobile applications that regular website cannot emulate is the use of notifications. For the last decades, sending e-mails has been the leading business communication tool – so widely used that it has lost its effectiveness to consumers. However, unlike traditional e-mails, push and in-app notifications have the ability to send instant call-to-action without messing up your subscribers’ inbox with too many messages, thus, the less intrusive approach.
- Send short updates like “Check out our new arrivals!” or “great holiday discounts on all products!”
- Reduce cart abandonment by sending notifications to customers regarding their cart items.
- Make sure your notifications are direct and engaging.
Offer in-app purchase incentives:
Discount offers and shopping privileges are, without a doubt, among the most engaging marketing strategy. Despite the tightening mobile traffic rates, shoppers still maintain this lingering apprehension in keying in private bank credit information on mobile phones. Redirect that insecurity by offering good deals exclusive on mobile shopping because every marketer knows that discounts are what ultimately engages people to impulsive buying.
3. Promote QR code
One good way to direct users to purchase straight from their mobile phones is promoting QR codes. More than just promoting smooth navigation, it directs your consumer straight to the page where they could instantly make purchase. Since QR code is the quickest route to your website, it enables goal-oriented e-shoppers get to the quickest access to their transaction which is basically your shortcut to conversion.
4. Leveraging social media
Designed to be most conveniently accessed via mobile applications, social media sites are the best way to promote mobile purchasing transactions. This is where majority of mobile visitors learn about your page and it only takes one click of your link to bring them straight to your mobile page. Consider these social media advertising strategies to invite active users to shop directly from their smartphones.
Facebook – your website information hodgepodge:
Being the most diverse social media site of all, it has the capacity to relate shopping experiences in details coupled with an inviting photo and an opportunity to showcase reviews on the comment section. It serves as your consumer’s one-stop shop for your website information.
Instagram – product advertisement:
Instagrammers are shoppers and your IG accounts are the quickest and most convenient way to window shop online. Iconosquare 2015 study on Instagram shows that 70% of IG users admit window shopping brands on the platform and 62% follow IG brand account simply because they like it. Posting engaging Instagram image of your products can soak up consumers. This leads you to appealing them without having to do actual direct selling. Convert your passive window shoppers into confident consumers by showcasing your products.
Tip: do not forget to place your product’s link on the description box of every photo.
Twitter – arouse curiosity and engage:
Twitter has a role to play in acquiring leads and generating sales. Know why people follow your Twitter account and increase their satisfaction by continuously providing concise updates and information regarding their concerns. A research from University of Massachusetts Dartmouth’s Center for Marketing Research highlights the top five main reasons why millennials follow brands on Twitter:
- Support the brand
- Get updates from the brand
- Get discounts
- Research and compare competing brands
- Follow the same brands their friends are following
These reasons may or may not be the same for you depending on certain factors like your target demographic and line of business. Go with your own product study to know which kind of engaging tweets you should be posting more often.
To summarize this article, the root cause of low mobile conversions generally lie in the idea that consumers do not find purchasing transactions on mobile as convenient and reliable as their desktop experience. Hence, if your website is not mobile friendly, do not be surprised if you cannot see any conversions. Make purchasing transactions easy and enjoyable for your visitors by starting with these four suggestions to increase your mobile conversion rate.