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This raises a critical question: How is your mobile conversion rate performing compared to that of your desktop site?<\/strong> The fact of the matter is that if your company isn\u2019t investing in mobile conversion rate optimization<\/a> (CRO), you\u2019re already behind. See, here\u2019s the thing\u2026 The CRO conventions that you applied to your desktop ecommerce site won\u2019t translate in the same way to your mobile experience. Mobile CRO is a completely different beast to tackle. This article takes a closer look at how optimizing for mobile is different than optimizing for desktop, and breaks it down into three key focus areas: <\/p>\n\n\n\n There are some significant differences between traditional desktop CRO and mobile CRO, and these variations can be the difference between someone clicking the \u201cbuy\u201d button or going to another site. Mobile CRO is focused on both speed and efficiency. Remember: Mobile visitors are typically browsing on a cellular network, which means that web pages, in general, tend to load more slowly if they\u2019re not properly optimized. Additionally, mobile users are browsing on a much smaller screen, which significantly changes the way they browse. The same general principles of CRO apply, but there are nuances that apply specifically to mobile users. If you don\u2019t know and apply these nuances, you\u2019re going to lose customers. In fact, if people have a negative experience on mobile, they\u2019re 62 percent less likely<\/a> to purchase from you in the future. If you want to retain customers and boost your bottom line, it\u2019s critical to provide both desktop and mobile users with the absolute best version of your website. <\/p>\n\n\n\n Now that you know why mobile conversion optimization is so critical, let\u2019s talk about how <\/em>to do it. Here are 15 practical ways you can implement mobile conversion optimization. <\/p>\n\n\n\n Thanks to lightning-fast home internet, LTE (and soon 5G) networks, and web giants like Amazon and Google, we\u2019ve come to expect websites to load almost instantly. If there is any delay, we get impatient and bounce to another site. If you want to optimize your mobile site for conversions, it\u2019s absolutely critical that it loads quickly. A whopping 64 percent of smartphone users<\/a> expect pages to load in four seconds or less. If your site is taking longer than four seconds to load, your conversion rate is probably suffering. To complicate matters, Google considers site speed<\/a> when indexing and ranking your website. The slower your website, the worse your SERP ranking will be. So how can you improve your overall site speed? 1. Load above the fold content first<\/strong>: <\/strong>Organize your HTML code to load above-the-fold content first. This way visitors on your site will see your homepage content first while lower-priority items continue to load in the background. <\/p>\n\n\n\n 2. Avoid redirects<\/strong>: In layman\u2019s terms, redirects are when visitors click on one web page and get redirected to another web page. 3. Resize your visual content<\/strong>: Images account for roughly 60 percent of your site\u2019s weight. Large image sizes will dramatically slow down the load time of your site. The size<\/a> of each page on your site should be about 1-2MB maximum, but a surprising number of ecommerce sites (especially image-heavy ones) are upwards of 8-15MB per page. To avoid this, resize and compress your images to fit the exact dimensions you need, and save the image as a PNG instead of a JPG. Also, consider the number <\/em>of images you\u2019re using on your site. The more images you have, the slower the load time will be.<\/p>\n\n\n\n When it comes to optimizing your experience for conversions, you\u2019ll want to follow many of the same conventions that you do for optimizing your desktop site. Your site should be easily navigable and should minimize the number of steps necessary to make a purchase. You may have a site that loads in two seconds or less, but if the user experience (UX) is clumsy, your conversion rate will still suffer. 4. Integrate digital wallets<\/strong>: <\/strong>Customers want to be absolutely sure that their information\u2014particularly their payment information\u2014is secure. In fact, 19 percent of customers<\/a> abandon their carts because of security concerns over giving out their payment information. <\/p>\n\n\n\n To alleviate concerns, offer digital wallet payment options, such as PayPal, Apple Pay, Google Pay, or Android Pay. This provides customers with a secure, trusted payment method, which can help alleviate security concerns. <\/p>\n\n\n\n 5. Simplify navigation<\/strong>: Few things make mobile browsing more difficult than a cumbersome navigation menu. If you try to port your desktop navigation menu directly to your mobile site, there\u2019s a good chance that it\u2019ll be too detailed and clunky, lowering your overall conversion rate. <\/p>\n\n\n\n Ideally, you should give your customers a comprehensive menu that highlights your key products and makes it easy for customers to quickly get to any area of your website.<\/p>\n\n\n\n 6. Only have one call-to-action (CTA) per page<\/strong>: <\/strong>Generally speaking, too many CTAs on a page creates friction for users and lowers your overall conversion rate. This is even truer on mobile sites, where screen real estate is limited. Cluttering the user experience with multiple CTAs can complicate the flow of the site and confuse visitors. A good rule is to only include one CTA on each key page of your mobile site.<\/p>\n\n\n\n 7. Shorten the purchase path<\/strong>: <\/strong>The more clicks required to complete a purchase, the more you\u2019re hurting your conversion rate. This is why Amazon has made 1-click ordering such an integral part of the shopping experience. They want to make it as easy as possible for users to add a product to their shopping cart and make a purchase. In fact, 59 percent of smartphone users<\/a> favor companies whose mobile sites or apps allow them to purchase products quickly.
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Why Is Mobile Conversion Rate Optimization Important? <\/h2>\n\n\n\n
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<\/p>\n\n\n\n15 Practical Tips to Optimize Your Mobile Site<\/h2>\n\n\n\n
Maximize speed<\/h3>\n\n\n\n
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Having redirects on your site generates additional HTTP requests, and each of these requests can slow down your site\u2019s load time. If possible, try to eliminate them altogether. For your mobile site, you should really only have an HTTP redirect that will take visitors from your desktop site (example: ecommercesite.com) to your mobile site (example: m.ecommercesite.com).
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Note<\/strong>: <\/strong>To get a sense of how your mobile site is performing, use Google\u2019s Page Speed Insights<\/a> tool. It will show you how both your mobile and desktop sites are performing, as well as provide recommendations for improvements. <\/p>\n\n\n\nOptimize your user experience for conversions<\/h3>\n\n\n\n
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Hubspot\u2019s mobile platform offers a simple navigation menu that\u2019s very similar to their desktop version, just more concise.<\/em><\/figcaption><\/figure>\n\n\n\n![\"\"](\"https:\/\/thegood.com\/wp-content\/uploads\/Monday-CTA_iphone5s_spacegrey_portrait-1.png\")
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