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Increasing Mobile Conversion Rates

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We all know what a mobile responsive site is? Well just in case you don’t, it’s a desktop website that reformats itself in order to properly display on mobile devices. Simple enough, right?

It’s what many experts have been saying every website needs to attract visitors in an optimized way. So imagine my shock when I read a recent study conducted by Marketingexperiments.com which showed that mobile responsive sites are doing no better for conversion rates than the average non-responsive website.

The Issue at Play

A common view is that designing a website to be mobile friendly should be sufficient to bring in more online traffic. However, just because your content can now be viewed on a more compact screen this does not actually make it friendly to be read on a mobile device.

Take a moment to consider the true definition of a mobile audience: these people are browsing on the go and won’t necessarily be staying in the same location for long. This means to get their attention your mobile site has to get straight to the point. So have you considered that these people do not have the time to read the same in depth information on the organization that normally opens your desktop site.

Furthermore, they definitely aren’t going to stick around to sort through layer upon layer of links. Most likely they are window shopping for what you have to offer – so just offer it already! Please, don’t tell them in general “what’s there” using some long-winded writeup or by making them work for it loading link after link.

If the above sounds a lot like the mobile experience that your organization is delivering, don’t worry, it’s an easy fix! Delivering the same computer content to mobile media isn’t enough… or more accurately put is just too much. The mobile presentation has to come off as brief, smooth and effortless. Instead of being ignored using an abundance of content, redesign your site’s layout for a more productive and efficient pitch. Just see what may result from it below.

This study conducted by Loyalty Rewards outlines the success of mobile coupon sites in comparison to mobile responsive sites when designing one of each media for the same business. Don’t get it? Well here’s the only important thing to remember: the mobile coupon site (the one designed specifically for mobile) saw a 55% mobile conversion rate vs. the 0% earned by the mobile responsive site. Responsive does not mean mobile optimized, and mobile optimized is the clear leader.

Breaking down the example, what features does this mobile coupon site contain to possess such a lead over the competition?

a) Minimal Text: Apart from the company name/logo and brief description of the site’s main offer there was very little information for potential customers to have to sift through. Nevertheless, the information that was there was enough to entice their business. Why say in ten sentences what you can say in one? This should be more of an image driven site – after all, a picture is worth a thousand words.

b) Frictionless Contact: The “click to call” button is key! It creates a smooth transition from interest to action and it’s very unlikely someone’s interest will decline in the time it takes to press a single button.

c) Offers: Well it is called a mobile COUPON site, so one would hope there would be something of that description included within the site. This doesn’t necessarily have to be a coupon though, it could be a contest, video, game – some form of interactive content that will keep constituents or clients invested in your site over time. Just think about what Google does with the lettering on its homepage.

 

d) Having the Future in Mind: When it comes to using these interactive qualities take the opportunity for it to be an exchange of customer information. Phone numbers and emails gained from making contact can be saved for future initiatives. Whether you are running a fundraiser or business, just come up with a system for storing them that suits your organization.

You don’t need to be a marketing guru to be effective at mobile communication – but if you need a marketing guru, we’re here for you!

 

The post Increasing Mobile Conversion Rates appeared first on iNotForProfit.


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