How To Boost Your Mobile Conversion Rates

These 10 expert tips will deliv­er a bet­ter cus­tomer expe­ri­ence and increase mobile con­ver­sions.

Lisa Lacy By Lisa Lacy. Join the discussion » 1 comment

Win­ning mobile moments is essen­tial for brands and busi­ness­es. You must be wher­ev­er con­sumers are, but you also must meet their expec­ta­tions and pro­vide a great mobile expe­ri­ence. Is a bad mobile expe­ri­ence cost­ing you con­ver­sions and sales right now?

More con­sumers own mobile phones than tooth­brush­es. Yet, mar­keters “suck at con­vert­ing mobile vis­i­tors,” accord­ing to Mar­got da Cun­ha, con­tent mar­ket­ing spe­cial­ist at Word­Stream, a SaaS search mar­ket­ing plat­form. So what do brands and busi­ness­es need to know to make it as easy as pos­si­ble for con­sumers to con­vert, regard­less of device?

Dig­i­tal mar­ket­ing experts recent­ly dove deep at SMX Advanced to pro­vide prac­ti­cal advice on how to boost mobile con­ver­sion rates. Here are their 10 best tips.

1. Streamline Task Completion

Brands should ask for the least amount of nec­es­sary infor­ma­tion when try­ing to con­vince con­sumers to sign up for newslet­ters on mobile devices, accord­ing to Lisa Williams, pres­i­dent of Sus­tain­able Dig­i­tal Mar­ket­ing. That means request­ing, say, a consumer’s birth­day, as Adi­das does, is per­haps super­flu­ous at that par­tic­u­lar point in time.

Keep it con­cise, fast, quick,” Williams said. “Get peo­ple to com­plete it and move on.”

A good exam­ple is 1–800 Con­tacts, which allows con­sumers to sub­mit pre­scrip­tions with pho­tos, she said.

Any­thing you can do to short­en time of con­ver­sion is big,” da Cun­ha said.

2. Enable Cross-Device Flow

Per Williams, by 2017, the aver­age con­sumer will have sev­en devices, and, per Phoebe Han­ley, direc­tor of ad man­age­ment at social ad com­pa­ny Social­Code, 32 per­cent of desk­top con­ver­sions start with mobile search.

And that means brands should make it easy for con­sumers to use mul­ti­ple devices along the path to pur­chase. That includes pop­u­lat­ing infor­ma­tion from a recent search on oth­er devices so they don’t have to start their search­es all over again when using a dif­fer­ent device.

Williams points to research­ing a Dyson vac­u­um on her phone and then find­ing the same vac­u­um on the Bed, Bath & Beyond web­site on anoth­er device when she returned lat­er.

You want there to be a flow,” Williams said. “Bed, Bath & Beyond did a great job of show­ing me the exact Dyson mod­el I was look­ing at it so I didn’t have to work so hard.”

3. A Conversion Is A Conversion

In oth­er words, desk­top con­ver­sions are OK, too.

Han­ley notes there are cer­tain occa­sions when con­sumers sim­ply feel more com­fort­able con­vert­ing on a desk­top, such as when they are look­ing for an insur­ance quote and need to pro­vide a lot of per­son­al infor­ma­tion. Mar­keters should take that into con­sid­er­a­tion.

4. Don’t Forget Location

Williams also not­ed search queries for “near me” are increas­ing. Mar­keters should keep phys­i­cal loca­tion in mind and cater to loca­tion-based queries to best cap­ture con­sumer inter­est and intent.

5. Perform User Testing

Again, while she notes it is “awe­some” for brands to ask con­sumers how they are doing, there is a time and place for user test­ing, Williams said. For exam­ple, a pop-up from Best Buy ask­ing mobile con­sumers for feed­back before they have done any­thing at all on the mobile site is ill-timed.

6. Send Reminders

Design­er dress rental ser­vice Rent the Run­way, for exam­ple, will send users reminders about poten­tial pur­chas­es when they add dates to a cal­en­dar about upcom­ing events. That makes it easy for con­sumers to remem­ber a spe­cial occa­sion is approach­ing and to poten­tial­ly com­plete the pur­chase.

7. Speak To On-The-Go Searchers With A Short Attention Span

It’s all about micro-moments,” da Cun­ha said. “[Mobile searchers’] atten­tion is eas­i­ly dis­tract­ed. They are search­ing while doing oth­er things and a mobile strat­e­gy needs to keep this in mind.”

In addi­tion, she said Google is improv­ing its mobile user expe­ri­ence so searchers can do more faster through search results pages pre­cise­ly because they are so eas­i­ly dis­tract­ed. This includes evolv­ing ver­ti­cal mobile ad for­mats for sev­er­al indus­tries, such as auto­mo­tive and trav­el.

The new mobile ad for­mats cap­ture micro-moments,” da Cun­ha said. “The old for­mat was a plain text ad that was not that excit­ing, but now for the auto­mo­tive [indus­try], you have carousel ads to swipe through to see new [car] mod­els.”

Per Han­ley, beau­ti­ful new ad units like this, which some­times even include video, allow mar­keters to tell bet­ter sto­ries and pro­vide “lim­it­less cre­ative options.”

In the mean­time, brands in oth­er indus­tries can work to make sure their ads are mobile-pre­ferred because they will see high­er CTRs and con­ver­sion rates.

Mobile con­ver­sion rates suck,” da Cun­ha said. “You want to try out new mobile ad for­mats and add ad exten­sions.”

In addi­tion, da Cun­ha said mar­keters should strive to be the first to try out new mobile ad for­mats, which can set them apart and grab con­ver­sions from com­peti­tors.

8. Don’t Necessarily Target Mobile Keywords

Per da Cun­ha, 15 per­cent of Google search­es are unique and have nev­er been searched for before. In fact, she goes as far as say­ing mobile key­words are actu­al­ly dying and mar­keters should instead try out dynam­ic search ads.

Tar­get­ing key­words is on its way out,” she said. “PPC is becom­ing more auto­mat­ed.”

Fur­ther, she adds, “Chas­ing key­words on mobile is a fool’s game.”

9. Include Mobile In The Lead Generation Process

If a brand has a real­ly bad mobile expe­ri­ence, it may not get cer­tain cus­tomers – like mil­len­ni­als – back, Williams said.

10. Test, Learn, Scale

Mobile is the Wild West,” Han­ley said. “You kind of want to be first peo­ple there. The return will be huge if you’re the first per­son.”

In addi­tion, per Williams, sim­ply being the first com­pa­ny that comes to mind when try­ing to solve a prob­lem may, in the end, be the best way to con­vert, regard­less of device.

What are some ways you’ve suc­cess­ful­ly boost­ed your mobile con­ver­sion rates?

Lisa Lacy

Written by Lisa Lacy

Lisa is a senior features writer for Inked. She also previously covered digital marketing for Incisive Media. Her background includes editorial positions at Dow Jones, the Financial Times, the Huffington Post, AOL, Amazon, Hearst, Martha Stewart Living and the Dian Fossey Gorilla Fund.

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