Mobile-device usage has skyrocketed in recent years. Unfortunately, many businesses have failed to keep up with the rise of mobile.
We are now living in a mobile-first economy; yet, many consumers are still reluctant to finalize purchases across this on-the-go channel. Moovweb estimates that mobile conversion rates are a whopping 70 percent lower than those on desktop, resulting in lower lifetime customer values as well as underperforming mobile channels across all revenue drivers.
Is there anything mobile marketers can do to improve such dismal conversion rates?
Why Aren’t Mobile Experiences Converting?
It’s only been nine years since the first iPhone was released in the summer of 2007. In less than a decade, mobile devices have morphed from niche consumer electronics to a pervasive technology that is now responsible for more than one-third of all browser traffic in North America.
According to a recent whitepaper written by Moovweb, almost half of all US consumers are using the mobile channel to check account balances, browse real-estate listings, compare healthcare costs, and shop myriad other goods and services. With so much consumer activity utilizing the mobile channel, one would think mobile conversion rates would line up with mobile usage, right?
Wrong. We already know mobile conversion rates are dismal, but Moovweb further estimates that:
- Mobile bounce rates are 10 percent higher than those on desktop;
- Mobile-consumer satisfaction comes in at 4 percent less on desktop;
- Only 35 percent of banking users access mobile banking services versus 74 percent who access banking services from desktop web browsers; and yet,
- Mobile users are more likely to share content — desktop users click “share” buttons 35 percent less often.
So, what gives? We know consumers love using their mobile devices for shopping and browsing, but business performance still falters. Why? Well, because mobile conversion problems stem from a lack of mobile optimization. Proactive businesses are struggling to maintain the fast-paced demands of the mobile economy, and those that can’t accommodate the needs of mobile users are falling by the wayside. Other businesses have taken minimalist approaches to mobile, building lackluster mobile sites that may help them avoid search-engine penalization, yet deliver poor customer experiences.
It may be tempting to look at the data and think your mobile strategy is a lost cause, but putting mobile on the backburner would be a huge mistake for your business. Immense value lies in the mobile channel — you just have to know where to start.
How Can Your Brand Drive Mobile Conversions?
Mobile is here to stay, and the brands that don’t work right now to optimize customers’ mobile experiences will be left behind. What can your enterprise do to improve its mobile-optimization strategy right now? Keep reading!
1. Maintain a Simple Approach to Mobile.
When it comes to mobile user experiences, less is more. Think about it: let’s say that you’re delivering content to a device that’s a fraction of the size of a typical desktop computer. Why would you weigh down your mobile experience with endless copy and sluggish mobile-site speeds? Copy must be succinct. Every image, URL request, or script that leads to latencies must be addressed. When you’re creating your mobile experience, remember to maintain the mobile mindset: keep it lean, clear, and concise.
2. Identify Customer Pain Points.
When your customers engage with your brand via mobile, many things are taking place. They are likely on the go, killing time in between bigger tasks throughout the day, know what they want — and, they aren’t willing to wait to get it. Now, ask yourself this question: What part of your mobile site might hold your customers up? Are the forms on your mobile site difficult (or even impossible) to fill out? Are links, buttons, and calls to action easy to click on small screens? Make sure you test your content to identify the most effective mobile campaign offers. If your customers access your mobile site only to discover it’s an arduous mobile experience, they’ll likely move on.
3. Consider the Benefits of Mobile Apps.
Greg Sterling’s takeaway from Criteo’s 2015 State of Mobile Commerce Report pointed out that apps converted 120 percent better than mobile web and 20 percent better than desktop computers. The reason mobile apps leave mobile sites in the dust is because anyone taking the time to download an app will be much more engaged than someone using mobile web — plain and simple. These are your brand advocates; why wouldn’t you want your business advertised every time they access their home screens? Mobile apps are great ways to give your best customers exactly what they want — immersive interactions, offers and discounts, and exclusive content that’s readily available with a simple tap of a finger.
When considering your strategy for mobile optimization, just remember that simplicity is key. Mobile sites must be accessible, should utilize advanced targeting capabilities to perform well across myriad digital devices, and must give users what they need — nothing more, nothing less. Remember to direct their every move while catering to their limited time, and you’ll be one step closer to creating optimized mobile experiences that will keep your customers coming back for more — time and again.