More and more customers are shopping on their mobile devices, and mobile commerce revenues are expected to reach $31 billion by 2016 according to Forrester Research.
In order to take advantage of this growing market, you need to optimizes your mobile site to generate conversions.
You can increase your conversion rate by improving your SEO, landing pages, page load speed, and site navigation.
30% of shopping-related content accessed on a smartphone is driven by search. Search engine optimization (SEO) for your mobile site can increase your page rankings, making it easier for potential customers to find your products and services. Improving your SEO ranking is a two-pronged approach: content and keywords.
- The content of your mobile site should be interesting, dynamic, and engaging. This can be a difficult balance to achieve through the limited screen size and bandwidth of mobile devices. Make sure that your images are optimized for mobile, and that you include high-quality text for the search engines to crawl.
- Create a list of branded keywords -- those that only apply to your business -- and utilize them throughout your mobile site to increase traffic. Adding branded keywords to your PPC campaign can increase your credibility by having your brand show up in multiple search locations.
When a customer navigates to your mobile site by clicking an ad, opening an email, or scanning a QR code, they are directed to a customized landing page. The landing page should provide potential customers with the information they need to make a conversion. The design should be optimized for mobile and emphasize the action you want customers to take -- providing their email, filling out a form, or making a purchase.
- Make sure there is visual and textual consistency between your email or ads and landing page, so that customers are confident that they have been directed to the right page.
No matter what kinds of sales, promotions, or content you have on your website, if the page isn't loading fast enough, your visitors are going to navigate away and not come back. According to SmallBizTrends.com, "60% of users expect a mobile site to load in three seconds or less." How you design your site influences the speed at which it loads on a mobile device.
- Images eat bandwidth. Be picky about what images you use on your mobile site, and make sure that they are optimized for smaller screens and lower bandwidth.
- Avoid using object and java script in your mobile site. They use more bandwidth, and aren't compatible with many older phones.
- Test your mobile site on a variety of devices to ensure that it is functional on various platforms, screen sizes, and screen resolutions. Nothing drives a customer away faster than glitches, broken links, and failed code.
Customers are more likely to make a conversion if they don't have to think about it. Make your mobile site easy to use, easy to navigate, and easy to make a purchase from. Follow the norms of mobile web design .
- If your mobile site looks cluttered or disorganized, this will negatively affect its effectiveness as a marketing strategy. Display your products catalog style to make it easy for shoppers to browse.
Any time you make a change to your site, use A/B (split) testing to determine whether the change has a positive impact on your conversion rate. Introduce changes one-by-one so that you can pinpoint exactly what change was most effective. You can then institute similar changes to replicate the results and improve your mobile site conversions.