8 min read

How to Increase Mobile Conversion Rates – A Guide

By Roger Banks

There are different stages of wooing customers. It typically begins with inviting window shoppers inside and then persuading them to buy something. While this depicts a brick-and-mortar store scenario, we can say the same for online consumers, where a majority uses mobile phones to shop.

 

Just as visitors in your store are not customers until they buy something, website or mobile app users remain visitors until they convert into customers. Unfortunately, not many know what it takes to increase mobile conversion rates.

 

increase mobile conversion rate

What Is Conversion Rate?

In digital marketing, a successful conversion means a web user has graduated to a patron who solicits goods and services from your business. A conversion may include making a purchase, clicking an ad, filling out a form, or signing up for a newsletter. So, web visitors convert once they proceed with desired actions.

 

Conversion rate, a key metric in digital marketing, helps determine how many visitors convert to customers. Depending on your conversion goals, it is advisable to track conversion rates monthly until you see significant improvement.

 

Why Are Conversion Rates Important?

Monitoring conversions is integral to business development. Digital marketing promotes your products and services with the hope of attracting target audiences and generating revenue for your business. Conversion rates help track the success or failure of digital marketing channels. It shows you how many people are interested in your product or service.

 

Poor conversion rates indicate that your website or mobile app does not convert enough visitors to customers, and this will ultimately affect revenue generation.

 

You calculate conversion rates by dividing the number of converted web users (those who showed an interest in your product or service) by the total number of web visitors. The result is your conversion rate percentage.

 

According to Ruler Analytics, the average conversion rate across the 14 industries it analyzed is 2.9%. B2B eCommerce ranks the lowest, with an average of 1.8%, and professional services top the list, with an average of 4.6%. Anything below average is a cause for concern.

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9 Ways to Increase Conversion Rates for Mobile

Whether your conversion rates are impressive, average, or low, you can make suitable adjustments to improve them, given that you have several optimization tools from which to choose. However, increasing conversion rates requires strategic planning, identifying the most productive methods, and implementing them in the right manner.

 

Bear in mind that conversation rates are vital in the realm of digital marketing. They reveal your level of influence on web users and often determine the trajectory of sales. If you are wondering how to improve mobile conversion rates, here are nine effective ways to go about the process.

 

1. Improve Web Design

While mobile users abandon websites for many reasons, most of them are web design-related. Web design can make or break digital marketing because it is the bedrock of user interface (UI) and user experience (UX). Improving your web design is an effective strategy to convert visitors. It makes your website more appealing and easily navigable.

 

Think Responsive

Given the growing number of mobile internet users, it is imperative for your website to deliver good user experiences on mobile devices. While opting for a mobile website is an option, you then have to take care of two websites; one for desktops/laptops and another for mobile devices.

 

Choosing to go the responsive web design way is better because these websites function equally well no matter which device a visitor might use. As a result, if your website is not responsive yet, you might want to consider redesigning it to boost traffic and improve conversion rates.

 

Page Loading Speed

One particularly frustrating aspect of poor web design is slow page loading speeds. Visitors feel frustrated when this happens and will most likely abandon your website. Site speed stats collated by WebFX reveal that 40% of people leave websites that take more than three seconds to load. To increase mobile conversion rates, you need to ensure your website generates faster responses to user requests and steers clear of increased bounce rates.

 

A Great UX

A seamless UX is one of the goals of quality web design. You want users to enjoy the design you have created for them, aesthetically and functionally. When mobile users don’t get this, there’s a good chance they won’t stay long enough.

 

how to increase conversion rate in digital marketing

2. Focus on Web Traffic

Web traffic refers to the volume of people who visit your website or app. Before visitors can become customers, they must first find their way to your website/app. With more visitors, there is a higher possibility of your business generating more leads and sales. Consequently, generating web traffic is a prerequisite to conversion.

 

Fortunately, there are several methods of generating web traffic. From paid ads to organic traffic, you may attract visitors to your website depending on your specific needs or preferences. However, organic web traffic is the most rewarding source of web visitors, which accounts for more than half of all web traffic. You may monitor online traffic by leveraging web tools like Google Analytics and Arhefs. These help diagnose deficiencies in your web traffic.

 

While there are different ways to fix a drop in organic traffic, stepping up your search engine optimization (SEO) practices takes the top spot. You gain higher visibility and better conversion rates by optimizing your web content for search engine relevance.

 

3. Reduce Cognitive Load

Cognitive load refers to the mental effort required to process information. It bears the same effects as running too many programs on a computer; the higher the load, the less efficient its processing capacity. Similarly, putting too much load on web users strains their processing capacity. This often leads to analysis paralysis, where overthinking results in indecision.

 

Avoid overwhelming visitors with too many options, processes, or information. For instance, having to fill multiple seemingly unnecessary fields in a form may discourage potential customers from proceeding. Consider prioritizing ease and clarity. Your website shouldn’t be a burden to the people you are hoping to persuade. However, this is no excuse for a scanty website. Just be as exhaustive as necessary without needless hassle.

 

You may reduce cognitive load for visitors by decluttering your website, shortening some processes like sign-ups and registration, grouping related elements, and improving content readability. Have desired actions in mind for visitors and guide them in that direction as effortlessly as possible.

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4. Offer Guidance

Like a diligent and thoughtful home-owner hosting first-time visitors, you must assist mobile users by showing them around your website. Through effective web design, you can help users better navigate your website. Remember that a visitor feeling lost might be more concerned about escaping back to familiar territory than exploring your website. This is why you need to simplify how people may search and discover products and other relevant information.

 

Incorporate cues for better navigation into your web design so visitors feel catered to. For instance, using an auto-complete feature or search filters improves searches by streamlining results for visitors. Additionally, calls-to-action (CTAs) play a significant role in guiding visitors toward desired undertakings. Have strong and clear CTAs throughout your website so visitors can identify available options and narrow down on what they should do.

 

A live chat feature may also be helpful. Some visitors don’t convert due to a lack of clarity or pressing concerns about your services. Having real-time support provides a means of communicating these issues and receiving assistance. This improves user experience and drives conversion.

 

5. Build Trust

If you’re looking for the best ways to increase eCommerce conversion rates, bear in mind that since online shopping hardly allows for up-close scrutiny like face-to-face transactions, consumers turn to other methods of due diligence. These include verifying online reviews and testimonials, as well as social media proofing. Additionally, it becomes your responsibility to provide reasons to trust your business.

 

Positive reviews and testimonials are great ways of converting visitors because prospective customers generally prefer checking what other consumers have to say about your brand and its offerings. They trust reviews better than other forms of digital marketing which often seem exaggerated. You can also add links to your social media accounts so web visitors can find out more about your business.

 

Additionally, personnel photographs can make your brand more relatable. Consider adding pictures of yourself, other partners, employees, and even the actual store/office on your website. Visitors will feel less apprehensive about your business when you unveil the faces behind the brand.

 

increase conversion rate

6. Monitor the Competition

The industry notwithstanding, websites of some businesses have better conversion rates than others. Monitoring such brands and their digital marketing strategies might greatly benefit your business. This is because by leveraging their strengths and weaknesses, you get to inch closer to their figures until you surpass them. However, instead of merely imitating your competition, you need to make it a learning process.

 

To begin with, identify the issues common to your industry and investigate how your competitors handle them. For instance, eCommerce websites tend to suffer from shopping cart abandonment. If you pay close attention to the competition’s response, you might learn how to address it appropriately. Apart from commonplace issues, a competitive analysis can also help solve peculiar problems. For instance, you could get inspiration to modify certain features in your website’s design and functionality.

 

Tools like Rank Tracker, SE Ranking, Wappalyzer, and SpyFu are effective for competitor analysis and tracking industry trends. Remember, you are not just trying to learn from their strengths, you are also capitalizing on their weaknesses by making yourself the more attractive option to mobile internet users.

 

7. Incentivize Desired Actions

Incentives are great for motivating engagement. When asked to perform certain actions, many people instinctively think, “What’s in it for me?” Knowing they stand to gain or lose something, as the case may be, could be the extra nudge your visitors need to commit.

 

When you think of incentives, discounts and other promotional offers come to mind. However, it is best to consider incentives under three broad categories; price, scarcity, and urgency. For price-based incentives, lure visitors in with the promise of price cuts and other monetary benefits like getting two items for the price of one. Scarcity-based incentives emphasize limited supply and encourage visitors to take the required action before others do.

 

Urgency-based incentives rely on using subtle pressure to persuade web users. This method relies on time-based factors like deadlines to motivate visitors to act immediately. For instance, limited offers compel people to take action within a given period. Exploit any of these categories and reward your visitors for their engagement.

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8. Offer Varieties

Variety, they say, is the spice of life. If you hope to attract a diverse group of visitors and increase conversion rates, prepare to provide variety, particularly in payment and shipment options. Multiple offers translate to convenience for your visitors. It also means you can cater to a larger audience with various preferences.

 

While you may not offer every available payment method, having a wide range makes your online store more appealing to a larger demographic. Supplement more popular payment plans with other options so the smaller demographic doesn’t feel marginalized. Additionally, having multiple shipping options encourages visitors to complete the checkout process, which is perfect if you wish to increase website conversion rates.

 

International shipping and diversified payment plans are a must for expanding your business. They create a better shopping experience and encourage conversion across borders. Global recognition increases visibility, making your brand a household name in addition to increasing revenue.

 

9. Test Strategies Before Implementing

The answer to, “How to increase conversion rate in digital marketing?” follows one basic tenet across all industries, which is that while there is no dearth of strategies from which to choose, not all might work well for your business. Experts opine that one of the safest ways to avoid following trends blindly is by testing. Before fully embracing suggestions, consider their relevance to your situation. If you’re indecisive, put them to the test and see if they improve your plight.

 

The Role of A/B Testing

If you look at web design tips to boost marketing conversions, you will notice the importance of A/B testing. It pits two different versions of a webpage or app, A and B, against each other to determine the most productive one. It could be a hypothesis versus your current website or two hypotheses up against each other. Another great aspect of A/B testing is that you may use it to evaluate several marketing strategies. This allows you to decide based on results rather than assumptions.

 

However, it is advisable to look beyond initial testing results because some strategies are beneficial in the long run. Additionally, while some may seem negative on the surface, they could have significant benefits. For instance, a strategy may initially earn you less money while improving conversion rates. Before hastily scrapping it, run more tests and explore other factors that can help create a balance.

 

Conclusion

An endeavor to increase mobile conversion rates should be an important element of your overall digital marketing strategy. After all, the more mobile internet users you convert, the more revenue and visibility you generate for your business. However, low conversion rates shouldn’t scare you much because there are several ways to boost them.

 

While going through different strategies surrounding how to increase mobile conversion rates will help, know that there is no one-size-fits-all approach. The key is to understand your business and decide which techniques resonate with your target audience and work best for you. If you’re unsure of how to proceed, consider getting in touch with a reliable digital marketing agency to get the ball rolling.

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