Increase Mobile Conversion Rates in 3 Sure-Fire Steps

You have already seen the numbers. Who can deny the fast growing high penetration rates of mobile?

A recent Pew report shows that up to 65% of mobile users access the web through their mobile device.  In other words, up to 1.2 billion people access the web via their smartphones and tablets.

Yet, in spite of the high penetration and usage rates, many marketers report mobile conversions as low as 1%. And, although mobile marketing budgets continue to increase, few are seeing positive ROI from investing in mobile marketing strategies.

Mobile is still a new concept and businesses still have to grapple with many factors as they implement a workable strategy.

If you already have a mobile site, conversions are certainly your most important metrics.  Here are some advanced strategies for boosting mobile conversions and turning as many of your mobile site visitors into buying customers:

Do you have your eyes on the “discovery to purchase” journey?

Most online consumers are multi-screen users and they take different journeys toward making a purchase. Essentially, mobile owners use their devices to window shop and then divert to their desktops to carry out more research or to make a purchase.

Although other mobile users will make a purchase with their mobile device depending on the type of product or service, statistics indicate that majority of mobile owners still use multiple screens throughout their discovery to purchase journey.

What does this mean for you?

Focusing on just one touch point will likely not give you the full picture of how, when and how your mobile visitors are converting. Use mobile analytics to track the path your visitors are taking across different devices.

It is likely that 98% of your mobile audience is abandoning mobile for the desktop just before purchase. If this is the case, it is important that the desktop and the mobile experience are similar. Showing users one thing on mobile and giving them a completely different experience on the desktop will likely lead to lower conversions.

Going Beyond Mobile Responsiveness

Do you know the difference between a mobile site and a responsive site?

If your mobile efforts have been devoted to a mobile responsive site, then you are perhaps getting it wrong. The problem with mobile responsive sites is that they do not take into consideration the peculiar behaviours and needs of mobile users.

For many brands, mobile responsiveness means making your website content fit on a mobile device. While availing as much content as possible to your mobile audience may seem like a pretty good move, it may not yield the desired conversions.

This is why an actual mobile site is necessary.

Unlike a mobile responsive site, a mobile site is a separate site built specifically to cater to the nuances of the mobile user. The content on such a site is typically minimal with a clear call to action and visible buttons that prompt the user to take the next action.

When building a mobile site, keep in mind that your target visitors are looking for a quick way to find your product or service and to get in touch with you.

Optimize for different mobile devices

The massive popularity of mobile apps has caused many a marketer to contemplate building an app for their business. Statistics show that engagement is greater for mobile apps than for mobile sites.

But, does the mobile app craze necessitate that you dedicate a budget to building an app? There is really no right or wrong answer; whether your business needs a native application will depend on many factors including the competition, demographics, nature of business, utility and true necessity.

What’s perhaps more important for conversions is being able to optimize for different mobile devices according to your most valuable market segment.

Of course, it is neither feasible nor cost-effective to optimize your mobile site for all mobile platforms. A better approach would be to focus on the devices that most of your visitors are using and work with your developer to optimize for this device.

Focus on Mobile Conversion Rates Now

Without a doubt, mobile will continue to grow at a fast rate beyond 2014.  Now is a great time to rededicate your marketing efforts toward building a solid mobile strategy that will generate the highest conversions. You might want to start by replacing your mobile responsive stunt with a mobile-first approach.