To win over customers visiting your mobile site, you don't need fancy fixes.
Wouldn't it be great if you knew exactly what made your mobile visitors convert?
As mobile internet use rises with each passing year and online businesses rely on mobile conversions to attract, convert, and retain long-term customers more than ever, it is no wonder mobile marketers are digging in and testing what works (and what doesn't) on their mobile websites.
Here are four easy A/B tests you can implement on your mobile website and app that can increase your conversions in no time.
1. Calls to action
How you showcase what your business offers makes a difference as to whether people will become interested or not in your product or service. In fact, the text you use on your mobile site or app can mean the difference between high click-through rates and increased conversions or a mobile site that falls flat.
One of the easiest ways to split-test the type of copy you are using on your mobile site or app is to split your calls to action (CTA) buttons against each other. After all, your mobile site is designed to compel site visitors to take a specific action, whether that be to read, subscribe, share, purchase, or download. If you don't use copy that is interesting, engaging or downright exciting, conversions will be low.
Here are some of the best call to action A/B tests you can run on your mobile site:
- Actual text. Try changing the copy you use on your CTA buttons. For example, if your aim is to get people to make a purchase, try different terms such as "Buy Now," "Add to Cart," "Checkout" or "Purchase." See which ones resonate most with customers and lead to more purchases.
- Location. Location is key on mobile sites since space is limited. Vary the location of your CTA buttons and see which ones get the most traction.
- Style. Experiment with the design of your CTA buttons. For example, use hyperlinks instead of buttons. Or see whether text alone, icons alone, or a combination of the two entice more people to click and take action. Don't forget to try different colors, shapes and sizes as well.
And while you're at it, make sure all of your CTA buttons work properly on your mobile site so you don't miss any conversion opportunities.
The right visual media can have a large influence on how people behave on your site. This is why split testing the type of imagery you use on your website should be a priority.
Here are some great ideas to get you started, though the combinations are endless:
- Laughable GIFs versus serious lifestyle imagery
- Products versus people
- Stock photos versus your real-life team
- Static imagery versus carousels
Take it further by narrowing categories into gender, age groups, color schemes and even image placement.
Changing the forms on your mobile site can make a big difference when it comes to conversion rates. People have a hard enough time consuming information on small screens. They don't want to have to hassle with long, complicated forms to complete an action, such as making a purchase.
Vary the length of your site's forms and see which ones are completed more often. In addition, consider testing autofill form fields against go-as-you-fill form fields and see which version leads to more submissions.
Last, offer discounts or promotions to encourage people to sign up (and see which incentives work best with your audience), test the size of your form fields and fonts, and even ask for different information on each form, such as a business phone number versus a cell phone number.
In the end, these tiny changes can drastically improve the user experience and make people want to sign up.
4. User navigation
Mobile site navigation is notorious for causing problems. Zooming, excessive scrolling and resizing screens should never happen when someone is on your mobile site.
That said, there is something to split testing the layout of your mobile site. For example, test the length of mobile pages and see whether people are more likely to scroll through longer content as opposed to click through the pages.
Additionally, test different menu layouts for navigating through your site and see what visitors are most drawn to. For instance, test page variations with different styles and sizes of fonts, bigger buttons versus smaller ones, and various menu styles, such as slide-ins, full-width, sidebar and toggles. And don't forget to include variations regarding text and icons within your menus.,
Implementing the above outlined A/B tests on your mobile site or app is sure to yield some surprising results. However, by letting your site visitors decide for you what they like in terms of design and functionality, you can experience higher conversion rates within no time.