Smartphone are clearly the way of the future. More people than ever are using mobile phones to search for things on the Internet. Not only does this mean your website needs to be adaptable to the smaller screen of a mobile, but you also need to think of some out of the box digital marketing strategies to convert customers on your site.
Most of the time, smartphone users are just browsing – they don’t seem to buy as much as those using their desktop computer. But there is good news because there is still a lot of opportunity for e-commerce businesses to take advantage of and improve their conversion rate on the mobile.
Now all reputable digital marketing agencies like SEO Shark implement marketing strategies for mobile phones. With mobile first indexing officially taking place, as well as voice search rising in popularity, it becomes the perfect time to revisit your mobile e-commerce strategy and put in place the relevant tweaks in order to improve your sales.
Take a look below at some of the most effective changes you can make in order to improve your mobile engagement on your e-commerce site:
1. Improve The Checkout
The checkout process can be quite tedious on a mobile phone. This is one of the major reasons consumers seem to avoid this. Having to fill out all their details (like email, address and credit card) on tiny little buttons make the navigation of the checkout a significant issue.
One of the ways you can resolve this issues is by allowing consumers to swap devices easily to continue in the checkout process. Yes, this will not add to your mobile conversion, but it will keep users happy and mean they actually purchase something from you!
Instead of this you could encourage users to make a payment through a secure and trusted payment service, like PayPal for example. Quite a number of people use PayPal and the checkout process can be very streamlined when PayPal checkout is used.
This is especially the case if the user has activated the “One Touch” feature that means they don’t even have to enter their PayPal password, they automatically pay and are taken back to the final purchase screen.
2. Images and Content Need To Be Scaled
The first thing you need to think about is that your mobile content strategy will need to be different to that of your desktop strategy. The mobile user has very different needs to that of a desktop user, so you need to ensure proper measures are put in place.
You don’t need to go out and create entirely new content, it take requires little tweaks to ensure proper mobile consumption. Things like creating shorter and catchy headlines, and shortening content length will go a long way into gaining the users attention.
You also need to provide shorter and clearer call to actions. On your mobile you need to take the time to think of power words that will attract the right type of customer to purchase off your site. With compelling call to actions you are more likely to see consumers converting on your website.
3. Speed Is Becoming More Influential
There are still other aspects that you need to think of in terms of your mobile strategy, but speed is also raising in importance, especially on smartphones. Page speed indirectly impacts your ranking through metrics such as user experience and your bounce rate.
These metrics send Google a message if users are enjoying their time on your website or not. The more enjoyable the experience is on your website, the greater the chance you will see a higher ranking.
Kissmetrics recently conducted a study on speed and they found that just a 1 second delay in your page loading could negatively impact your conversation rate by 7 percent. This is certainly something that you need to fix if your page is really slow.
As well as this, DoubleClick found that over half of users will bounce off your website if it takes more than 3 second to load. You obviously want to keep your bounce rate as low as possible, so you will need to think about ways that you can improve your speed.
When thinking of how to improve your speed, you need to have a mobile friendly design, or you could even have one main responsive web design that caters for all different screen sizes. However, just implementing this new website design is only the first step.
Take a look below at some of the next steps you need to make to ensure your speed is up to scratch:
- Reduce the response time of the server
- Allow caching
- Compress and optimise images
- Reduce the amount of redirects
- Load content above the fold first then everything else after
- Minimise the use of pop ups (or get rid of them altogether)
By following all these steps this will hopefully improve your website speed. But don’t forget to regularly check how your speed is preforming by using one of the many online page speed tools available!