Tip One: Make Sure Your Website is Responsive
Simply put, a responsive site that is fast and easy for users to navigate will always convert better. However, there are still far too many sites out there that are slow and provide a poor user experience (UX). This is typically due to the fact that many websites that have been built specifically for desktop devices, and have not been well adapted for mobile.
To create a website that can compete in terms of speed and UX, we would recommend building a responsive website that that automatically adapts to the device of the user. This usually helps lower development costs, as changes to stand-alone mobile websites aren’t required.
A responsive mobile site can also support you in working towards the following metrics:
- Lower bounce rates as users will likely engage more due to a more pleasant UX experience
- Higher conversion rates due to improved page speed. Recent research has found that every one second delay resulted in a decrease in conversion of 7%. By speeding up your site, your customers are more likely to convert
- Improved organic performance. Google rarely talks about the specific factors that make up its ranking algorithm, but they have publicly announced that mobile usability is one of the factors they take into account. It’s important, therefore, to get your site mobile-ready, ensuring that your business can be found by potential customers
Tip Two: Improve Your Mobile Checkout
Everyone hates waiting in line, and ecommerce is no different. To ensure that you are providing a simple checkout process for your customers, there are three key elements to consider to help your conversion rate move in the right direction.
By forcing users to create an account before purchasing, you are potentially putting off those who are short on time, or simply don’t want to provide reams of information. Avoid cart abandonment by providing a guest checkout option so that they can make their purchase quickly, simply and hassle-free.
As we’ve already mentioned, it’s all about speed when it comes to mobile. Help users whizz through the checkout process by using auto-fill when populating fields, so your customers can utilise the details saved in their mobile browser.
Digital wallets hold the preferred card details of users behind several layers of encryption, and are a handy tool to help your customer make their purchase quickly and easily. By making sure that your site supports digital wallets, you can move your customers swiftly through the checkout process and encourage them to return again and again for easy purchase.
Tip Three: Urgency Messaging
It’s that old chestnut again – speed! Urgency messaging involves communicating to your customer why they need to act quickly. Whether it is informing them of limited availability or stock levels, or including sales and offers in your on-site content, urgency messaging encourages your customers to make a purchase before they miss out – thereby helping to boost conversion rates.
This works particularly well in the travel sector; by informing customers of a special offer (for example, a free breakfast or extra night’s stay) or of limited availability (“only one room left!”), you communicate a sense of urgency, thereby encouraging them to book quickly. Booking.com use this to great effect, with their Deal of the Day offer including a countdown timer until expiry. This intrinsically nudges customers to want to take advantage of the deal and convert quickly.
This can also encourage your customers to return to your site again and again, as they won’t want to miss out on future offers or limited availability.
Tip Four: Use Mobile-Specific Channels
Even when you employ all the tactics we’ve already spoken about, it is inevitable that some potential customers are going to slip through the net. The challenge is therefore to make sure that you are doing everything in your power to get them to return to your site, and ultimately make a purchase. The following channels can help you remarket to users, helping to support conversion rates and ultimately drive sales for your brand or business.
Push notifications provide pop-up messages via an app or browser on a user’s mobile device, and are an important tool in your arsenal in improving conversion rates. By informing users of sales, discounts on previously viewed products or current stock levels, you are providing an incentive for them to return to your site and convert.
However, be wary of bombarding users with too many notifications, as this could dissuade them from following your brand and potentially result in lost customers.
In this age of an app for everything, SMS may seem like a slightly outdated channel.
However, the high open rate for SMS makes them a very useful tool indeed for attracting the attention of your customers. compared to other marketing channels is staggering. According to a recent study from Text Local, a staggering 90% of SMS is read within three minutes, compared to an email lifetime open rate of 22%. Bring your users back into the purchase journey by using discounts and deep links straight to their abandoned baskets.
If you’re new to mobile ecommerce, or similarly out of practice, it may feel that there are a million and one things to consider. But by following the tips we have outlined above, you will be well on your way to a robust mobile-first strategy, putting your site in the best position to attract, retain and convert customers.