The inspiration of writing this post came into our mind from one of our previous posts – where we talked about the digitalization in 2014. 2014 is going to be more digital as compared to 2013, specially on mobile front. 2013 has been quite a reckoning as far as mobile Internet usage is concerned. Most brands have experienced increased visits to their websites from mobile devices such as smartphones and tablets. If we take stats into account, mobile traffic has increased 125% since 2012 compared to 12% for the desktop users. Thus mobile viewership has grown more than 10 times the number of desktop viewers. But this increased traffic hasn’t led to a higher rate of conversion and most industries still derive majority of their sales from desktop users. It is estimated that mobile users convert one-third the rate of their desktop counterparts.
Most brands have tried to attract the users to their fold by launching apps across all the platforms or smartphones and tablets. Though this has helped increase the traffic to their websites this hasn’t the conversion rate still remains low for most brands. However we notice some interesting trends among mobile users and the conversion rates. The conversion rate of mobile users is considerably high for Software and Technology related websites while low for sectors such as Real Estate. This might be due to the fact that while the former attracts the teens and the young adults while the latter is mainly targeted towards people in their middle ages.
Reasons behind Low Conversion among Mobile Users
There are many reasons that have contributed to the lower conversion rate among the mobile users in spite of the fact that traffic to most sites have gone up.
Screen Size – For long marketers have believed mobile devices are used for research purposes while users prefer to conduct the sales on their desktops and laptops. The small screen size might be one of the reasons for this. It is interesting to note that tablet users convert almost at the same rate as desktop users. Users are thus more comfortable conducting a transaction on a large screen compared to a small screen device.
User Experience of Mobile Sites – Most brands have come out with applications that offer great user experience. But most first time visitors are likely to visit a mobile site rather than download an app to browse through the store. Mobile sites fail to offer the same kind of experience to the users as the desktop sites do.
Security Perception – There is a perception among users that mobile devices aren’t as secure as desktops and laptops and thus most of them aren’t confident of sharing their credit card information over mobile devices. This perhaps explains the fact mobile sites witness higher shopping cart abandonment compared to desktop sites.
Tips To Improve Mobile Experience and Conversion
So far we have witnessed only the tip of the iceberg as far as mobile traffic to websites are concerned and this is slated to grow manifolds in the coming years with the fast increasing penetration of smartphones and tablets. As a brand it is important that you tap this customer base. Here are a few tips that will help you increase mobile viewership as well as conversion rates.
Improve User Experience – Mobile user experience is very different from that on the desktop and hence you need ensure that you cater to the crowd. Mobile users prefer large pictures than an array of links. They also don’t want to fill out long forms or type and use the onsite search. Try and create an app like experience on your mobile website as this will improve your conversion rates.
Call To Action – Call to Action plays an important role in upping the conversion rate of any website and same is with the mobile website. You can use flash messages that grab the viewer’s attention immediately. You can also try and encourage the users to ‘like’ your product on Facebook that opens marketing options for the future.
Make Sale Easy – Mobile users don’t like to go through complicated and long checkout process. Thus to increase the conversion rate you need to reduce the number of steps required to checkout process. Also don’t force the user to sign up to make a purchase and have an option for the guest users.
Store Information of Returning Users – One of the best ways of earning a mobile user’s loyalty is to store their information and not ask them to re-enter their information. A log of credit card information should make things easy for the users and increase your conversion rate.
These steps have helped many stores increase their conversion rate among the mobile users. This has helped them gain competitive edge over their rivals.