According to CMS Report, average mobile conversion rates are up 64% compared to the average desktop conversion rates. Yet another reason to give extra attention to the mobile experience.
To maximize conversion rates, you’ll need much more than a simple responsive website. Here are five strategies marketers should consider to turn more of your mobile interactions into conversions.
1. Stick to the Essentials
Mobile users don’t have time to filter through content that misses the point. Make things easier for them. Limit the content you share based on the platform, the screen size and past behaviors. Simplify transactions by using minimal forms and smart payment processors that save your consumers from having to re-enter all of their information. Configure product displays to show abbreviated item descriptions by default, and give users the option to buy in one click or expand if they want to learn more. If you create simple, streamlined interaction methods, more people will get engaged. Work toward less content and the fewest possible clicks to reach a destination. When bounce rates go down, mobile marketing conversions increase.
2. Leverage Partnerships to Satisfy Needs
Suppose you know most of your mobile users browse your restaurant website’s menu page just before the Monday lunch rush. Monday morning might be the ideal opportunity to display ad content from delivery services that connect eaters with your kitchens. It could also be the prime time to post tantalizing Instagram photos of the fresh, locally-sourced ingredients that go into your weekly specials. Displaying the right content at the right time and place motivates people to interact. It can also make your marketing efforts seem less like ads and more like an organic conversation.
3. Encourage Interaction
Using QR codes, location-aware content and behavior-appropriate marketing are just the beginning. You need to do more than make it easy for mobile users to respond. Give consumers real incentives to interact by providing unique content and offers. Say you’re using text messages with other media to promote a concert event. Why not include special offers for users who make mobile ticket purchases? By rewarding behavior with a limited-time offer or promo code, you create a feeling of exclusivity, participation and loyalty. A lot of the time, mobile users are simply window shopping. They are on the go looking to be persuaded. Offering mobile users a coupon, is a great way to persuade mobile users.
4. Iron out All the Kinks
Testing isn’t the most fun part of mobile marketing, but it’s critical. If you want people to feel good making purchases, you’ll put your apps, stores and sites through vigorous testing prior to launch. Don’t just look for bugs. Look for opportunities to improve the overall user experience, like speed, ease of use and never forget to stress-test your content to see how it handles high user volume. To a user, the shopping experience plays a huge role in the decision to make future purchases or continue to engage with your brand. Sometimes, just a small tweak can lead to significant improvement in conversion rates.
5. Analyze Your Data
Mobile conversions can depend on many factors, so look to your Analytics and user testing to guide you to the areas that need improvement. Start by taking a look at which pages have the highest bounce rates. Once you understand where a user is getting stuck in the funnel, you will have a better understanding of what needs to be done to fix it. Don’t forget that consumers move seamlessly across many devices before conversion, so credit can’t just be given to the device in use when the “buy” button was clicked. That undervalues the mobile conversion.