In the past year, the ana­lysts at High Posi­tion took an aggre­gate view of their clients’ traf­fic data. They dis­cov­ered that over the course of two years, desk­top vis­its had dropped by nearly 40 per­cent. In that time, mobile vis­its increased 123 per­cent, and tablet traf­fic grew a stag­ger­ing 2,957 per­cent. Their data reflects the wider trend cap­tured by Mon­e­tate in 2013: one out of every three ecom­merce site vis­its come from smart­phones and tablets, up from one out of five in 2012. Adobe is no excep­tion: recent tests revealed that, in some cases, 25 per­cent of our Web traf­fic is mobile. That is more than a 100 per­cent increase from pre­vi­ous rates of 5–10 percent.

Traf­fic Con­ver­sion

But does all this mobile traf­fic trans­late to con­ver­sion? It seems the answer is yes for tablets, but only some­what for smart­phones. Smart­phones still con­vert at only about a third of the rate of tablets, lap­tops, and desk­tops. They still func­tion pri­mar­ily as a brows­ing and research­ing plat­form, with users switch­ing to another device or going in-store to com­plete the pur­chase. This begs the ques­tion: what’s lack­ing in the smart­phone user expe­ri­ence that dis­cour­ages con­ver­sion? And how can brands improve that expe­ri­ence and begin to take advan­tage of increas­ing num­bers of mobile visitors?

Opti­miza­tion = Conversion

An opti­mized mobile phone and tablet experience—coordinated with tra­di­tional channels—can lead to huge lifts in con­ver­sion. Mar­keters for the broad­band and phone ser­vices provider Plus­net recently built a new respon­sive site to meet the needs of a grow­ing mobile audi­ence. With the mul­ti­de­vice site, they saw a ten­fold increase in sales and a 40 per­cent decrease in time to con­vert. Webundies​.com also beat the odds with “mobile com­merce sales of $168,000, account­ing for 5.4% of total sales.” To boost mobile con­ver­sion, they devel­oped a phone and tablet-optimized cat­a­log, respon­sive mobile site, and mobile app.

Here are eight steps you can take to opti­mize the mobile expe­ri­ence, and rev­o­lu­tion­ize your mobile users’ path to conversion:

1. Con­sider the context

In the words of Tim Ash, “The absolute worst thing you can do when cre­at­ing your mobile site is to assume that peo­ple will visit the same pages and try to nav­i­gate the site in the same way they do when sit­ting at a computer.”

Think about the objec­tives of your smart­phone vis­i­tors in par­tic­u­lar, which will be dif­fer­ent even from tablet vis­i­tors. What do they need when they’re on the go? Direc­tions, con­tact infor­ma­tion, quick prod­uct com­par­isons, and account infor­ma­tion are good for starters. What else might they be try­ing to accom­plish that you can seam­lessly inte­grate into a con­ver­sion funnel?

2. Stick the landing

Weak land­ing pages are a dead end for con­ver­sion. What con­tent, copy, offers, or links are the most rel­e­vant and most com­pelling to vis­i­tors upon entry? If you can put it up front, you will elim­i­nate the fric­tion of scrolling, click-throughs, and addi­tional screen loads, which smart­phone browsers have almost no patience for.

3. Load fast

Speak­ing of load time: yours should ide­ally be less than one sec­ond. More than this and users feel the delay, and begin to chafe at the dis­rup­tion to their own flow of thought. What­ever it takes to min­i­mize load time is likely worth the sac­ri­fice, even if it means strip­ping that slick graphic you worked so hard on.

4.Think local

Vis­i­tors often use your site as a first stop on their way to your phys­i­cal loca­tion. Con­tact infor­ma­tion and direc­tions should be clearly vis­i­ble, and vis­i­tors may appre­ci­ate a click-to-call or map but­ton. A Google sur­vey found that “92 per­cent of smart­phone own­ers in the US seek local (offline) infor­ma­tion via their devices.” And nearly as many take action by going in store after find­ing the infor­ma­tion they seek.

You can also local­ize your mobile site and apps by auto­trans­lat­ing to a user’s regional lan­guage, tar­get­ing mes­sages that will be most rel­e­vant to their loca­tion and demo­graphic, and offer­ing deals unique to the stores near­est them.

5. Sketch the design of your mobile site on a busi­ness card

This is about all your smart­phone vis­i­tors will be able to view at a time. The iPhone screen size is the size of a busi­ness card. When design­ing a busi­ness card, we know to pare it down to only the most per­ti­nent and com­pelling details and graph­ics. Make sure mobile users don’t need to scroll to see both the con­tent and any related call-to-action but­tons, or they might not make the connection.

6. Min­i­mize nav­i­ga­tion, but don’t bury it

The cur­rent trend is toward hid­ing nav­i­ga­tion behind the now ubiq­ui­tous three-line icon. Espe­cially as users over­come the learn­ing curve of this nav­i­ga­tion design, it may become a space-saving go-to. In the mean­time, make sure vis­i­tors know to click there for more options, or keep spelling out the most essen­tial nav­i­ga­tion items.

When I hold my smart­phone, I nat­u­rally pre­fer cer­tain forms of nav­i­ga­tion. I’m right-handed, so I don’t like to reach my thumb across to the left side of the screen to nav­i­gate. Test the place­ment of each but­ton and arrow and see where it per­forms best—left, right, top, or bottom?

7. Thumb-focused inter­ac­tions, swiping

Mobile phone inter­ac­tions are gesture-based. Think swip­ing, tap­ping, and other one-handed move­ments made as sim­ple as pos­si­ble. If your vis­i­tors have to do more com­plex actions, like using both hands to type infor­ma­tion into forms, they are prone to frus­tra­tion and may opt to per­form the same actions later on their lap­top. A quick trick: hold your phone in a way that’s most nat­ural. Then make a cir­cle over the screen with your thumb. That’s the sweet spot for swip­ing and tapping.

8. Focus on relationships

Encour­age vis­i­tors to engage your apps and mobile sites in reg­u­lar, mean­ing­ful ways. Many mobile sites are purely util­i­tar­ian, and fos­ter visit-and-forget-it inter­ac­tions. Use­ful tools and ser­vices that are inte­grated into every­day activities—like the Nest Ther­mo­stat app—keep your vis­i­tors actively involved in a brand relationship.

If the goal of your mobile expe­ri­ences is sim­ply to get users to click a link, see an ad, or “buy now,” your mobile mar­ket­ing ven­ture will be very short-lived. Focus on more mean­ing­ful inter­ac­tions that inspire com­mit­ment, such as social media con­nec­tions, post­pur­chase rewards and com­mu­ni­ca­tion, and per­son­al­ized app fea­tures and preferences.

Opti­mize Mobile UX to Future-Proof Engagement

Are you using mobile inter­ac­tions at each phase of the user engage­ment cycle? Are you min­ing mobile inter­ac­tions for a deeper under­stand­ing of user moti­va­tions? An opti­mized mobile site is fast becom­ing a neces­sity. Done right, your mobile prop­er­ties can rep­re­sent just as much—if not more—long-term value for your brand as a web­site. Ignore the mobile user expe­ri­ence, and ignore cus­tomer engage­ment, con­ver­sion, and loyalty.

1 comments
ptdehradun
ptdehradun

Hi


I am from non-IT background, really do not know coding. Before I go to any professional and get my site converted into mobile site, is there any way through which I can get it done myself, like buying mobile template from thermoforest.


looking forward your reply.


With regards

Deepak Kumar