As the world becomes more mobile, many marketing firms are falling behind in maintaining conversion rates on mobile devices. Even Google itself has been trying to roll out new changes that will make advertising on mobile more effective.
Many marketers like myself are only targeting desktop users since conversion rates on mobile are problematic. Nevertheless, you will still receive traffic on mobile, and you need to make the most of it. This is, of course, a challenging proposition, but there are some steps you can take to address this situation proactively.
Here are a few of my top recommendations that I have used with success on a variety of different sites.
The first and most important piece to the puzzle is known as mobile first design. This means that you need to look at your website again and have it designed for mobile first, then adapt it to a desktop.
With this in mind, your site will become much more user-friendly and significantly faster. Designers and developers are now focusing on this mentality as it is very effective. It might be time to invest in a new website that can perform on mobile.
Major companies like As Seen on TV found at seenontv.com have embraced this philosophy and built entirely new platforms to deliver an excellent user experience on any device.
Another consideration to make is what do you consider as a conversion. Most marketers simply look at sales numbers, but getting checkouts on mobile is very difficult. I have been attempting to educate seasoned professionals at the large firms that they need to change their philosophy here, and figure out a new way to get conversions on mobile devices.
Maybe this could be an e-mail signup or social media followers, anything that you can later use to sell them a product while they are on a computer or laptop. Too many companies are looking for checkouts on mobile devices, and they just aren’t going to get them in the current landscape of e-commerce.
For example, I have done some work with a commercial collection agency, and we have implemented large and clickable call now buttons on mobile. We have found a 39% increase in conversions on mobile as calls are much more effective than large and intrusive contact or newsletter sign up forms.
My last piece of advice is to avoid any pop-ups or active media on pages. Not only does this slow down the page load times, but it will also cause users to navigate away from the site.
While these might be acceptable on desktops, they are ineffective and now penalized by Google. Make sure that your design team removes any of these elements from mobile devices and your session length and pages viewed per mobile visitor should immediately start to increase. Your loyal website visitors will also thank you for this.
We all spend countless hours generating quality content to share with our audiences. Please make sure that you are doing everything you can to make it count on mobile devices as they are more commonly used to browse the internet. With the next decade, we will see this trend continue as smartphones become more readily available to the public and the younger generation gets older.