Low mobile conversion rates are one of the biggest factors that prevent eCommerce brands from being able to grow to their full potential.
There’s a good chance your website is not optimized to convert mobile traffic since mobile conversion rates are still lagging behind desktops across our entire industry.
If there’s any doubt in your mind that your website isn’t up to par, we’ve compiled some strategies for you to leap ahead of the competition.
1. Focus on speed. Assume your consumers aren’t connected to wifi on their mobile device
There’s nothing more frustrating than a website loading slowly on a personal device. Your visitors expect to view your mobile site with the same speed they would with their desktop.
2. Emphasize product discovery by removing complex navigation and categories.
Scrolling is greatly preferred over tapping. Think Pinterest for your category, brand, or search pages. Trying to hit the right link or photo can be unpredictable on a mobile device so make it easy for your consumers by incorporating big targets to tap.
Wanelo and Wish.com are excellent examples of the right way to encourage product exploration on mobile devices.
3. Less is always more.
If it isn’t essential to the checkout process, get rid of it.
Ask yourself “What can I hide or remove from my site that doesn’t stop a customer from placing their order?”
This is closely related to strategy #1 — Anything you can get rid of will help your mobile site load faster.
4. Make account registration a requirement on mobile websites and applications.
Reward mobile visitors in exchange for their profile information.
When a customer creates an account it reduces checkout friction and enables personalization when placing their order. The key is to make things simple: don’t have too many required fields or your potential customers could take their business elsewhere. Once you capture the customer’s e-mail address you can utilize it for future marketing efforts and reward mobile visitors in exchange for their information.
5. Make sure you incorporate an easy or one touch checkout.
Store your customers credit card information whenever possible. This cuts down your consumers frustration from trying to type their information in and potentially abandoning their cart.
Third party solutions can also be helpful. Per the Amazon Payments Merchant Survey in 2014, 89% of all merchants said Login and Pay with Amazon increased mobile conversions by over 5%.
Smartphone mobile commerce revenues amounted to 14.8 billion in 2015.
50% of smartphone users have made a purchase via their phone.
73% of smartphone users say they have used the mobile web to make a purchase instead of using an app.