How to Convert More Mobile Users into Customers
Most website traffic comes from mobile devices these days. There’s a lot of opportunity here if you know how to take advantage of it. The question is:
Do you know how?
To convert more mobile users into customers, you have to fit a lot of pieces together. These pieces combine to create a great experience that makes mobile users want to convert.
Below, with the help of a slideshow and an infographic, I’ll show you how to fit these pieces together.
Basics Needed to Convert More Mobile Users
Exactly what you need to do to convert more mobile users depends on your business. The options are nearly limitless, and I’ll cover a few specifics later in this post.
In the meantime, there are a few things that every mobile website - regardless of what your business does - needs to be.
1. Super fast
The average mobile website takes 19 seconds to load over 3G speeds. Most smartphone users are on 4G networks these days, but even that doesn’t help much, because half of mobile users expect a site to load within two seconds.
If you aren’t meeting these expectations, you’re already letting people down (which makes them less likely to convert).
What’s worse, 53% of mobile sites that take longer than three seconds to load are abandoned - meaning you aren’t even giving yourself a chance to convert mobile users before they leave!
So how do you fix it?
Minimize your photos.
A photo that’s 3MB large is going to take 100X longer to load than one that’s 30KB. The thing is, you can often turn a 3MB image into a 30KB image (or something close to it).
If your blog, for instance, is only 800px wide, there’s no reason to use images larger than 800px wide. Every extra pixel slows your site down.
Or, let’s say a picture on your homepage never displays at more than 400px wide. There’s no reason to use an image more than 400px wide here.
So how do you fix it?
Use a tool like Microsoft Paint, JPEG Mini, Imagify, or ResizeImage.net. You can resize the photo to the perfect size, often without losing any (or minimal) quality. In fact, I resized the infographic below using Microsoft Paint.
“Leverage” browser caching.
If someone visits multiple pages of your site, your website’s design files (CSS, logos, themes, and other standards) have to load on every page, too. This slows down the user experience, and unfortunately, makes mobile users less likely to convert.
So how do you fix it?
By “leveraging” browser caching. Essentially, caching your website tells viewers’ browsers to save your design files for later. This way, everything only has to load once, and viewers will be able to move through multiple pages of your site much more quickly.
For details on how to setup browser caching, view this guide: How to Leverage Browser Caching of Your Website or Blog
Combine or remove scripts.
Every time you add a tool to your website (social sharing buttons, ads, subscribe forms, Google Analytics, Facebook Pixel, your CRM, heat maps, etc.), that tool injects a piece of code that has to load every time a user visits your site. This adds to your page load time.
You can speed up your site by removing any of these, which I’d recommend if you aren’t using them. Or, you can combine all these scripts into one file, which will load much faster.
2. Really clean
Mobile users, on average, spend 10-15 seconds viewing a page. They know what they’re searching for, and they want it ASAP.
Mobile users do not want to wade through clutter, arbitrary text, or ads. So why include it in your website? Doing so will slow your site and your viewers down, which will keep people from converting. So ask yourself a few questions:
- What do people want when they get to [this page]?
- How can we best give that to them?
- Is everything on [this page] necessary?
Chartbeat reviews time spent on publishers' websites; PC: Time
A few other things that will help you are:
- Keeping your most important content above the fold (so viewers don’t have to scroll)
- Using larger fonts (so viewers don’t have to squint or zoom)
- Keeping your messaging concise
- And using a simple, clean design
3. Easy and obvious
Mobile websites that convert predict what their viewers will want, then leave it waiting for them in obvious places (header menu, sidebar, pop-up, etc.). So what’s the best way to predict what your target viewers will want?
You have to talk to them.
You can also scour your website data to get an idea, but the best way to learn is by having conversations with the people you’re trying to convert. That’s how you’ll learn things like:
- Do viewers want to see a demo video or jump into a free trial?
- Do they care about (or need) complimentary products?
- Would they rather text, call, email, live chat, or fill out a form? (Probably text.)
- What part of your site do they find most important or helpful?
4. Clear and direct
If you don’t tell people what to do, how can you expect them to do it? That’s why clear and direct calls-to-action are so important.
On your homepage, tell people what they’ll achieve with your business, and encourage them to take a next step. In your content or at the bottom of it, tell viewers what they should do with that information.
In your popups, emails, texts, ads, and everything else, give clear instructions on what viewers should do next. It doesn’t always have to be “purchase” (and probably shouldn’t be), but you need to offer guidance along the way if you want mobile users to move through your funnel.
Specific Tips to Convert More Mobile Users
1. Give them a reason to come back.
On average across industries, 97.5% of viewers leave without converting. Up to 75% of customers who add an item to their shopping cart still leave the site without purchasing.
So the question isn’t How do I get people to stay? It’s How do I get them to come back?
The answer: follow-up.
There are at least four good ways to do this.
A.) 44% of salesmen quit reaching out after the first follow up, yet over 80% of sales come after the 5th follow up! First things first, your sales reps need to keep following up with leads and prospects until they get a firm “no.”
B.) Next, you have to re-engage past viewers. Sending newsletters with great content to subscribers, and promotions with discounts to leads, is a great way to incentivize return visits.
Particularly for B2B businesses, it will often be the 5th, 8th, or later visit to your site before someone converts into a paying customer.
C.) Another option here is text messaging. If someone starts to purchase but doesn’t finish, send them a text with a discount, and a link to purchase.
D.) A fourth option is retargeting. You can use Facebook, Adroll, and other tools to show advertisements specifically to mobile users who’ve previously left your site. These ads can offer incentive or a nice reminder for people to come back to you.
Whatever way you choose to do it, you’ve got to give people a reason to come back and convert, or they simply won’t.
2. Create Accelerated Mobile Pages (AMP).
Earlier I talked about how important it is to have a super fast website. AMP pages are one way to do that, and they’re especially valuable to publishers and other businesses creating content regularly.
Essentially, AMP pages are a stripped down - or succinct - version of HTML. They get rid of “clutter” in your code so your mobile pages can load exponentially faster.
You can view this guide for details on how to start using AMP pages: Create Your First AMP Page
3. Use Click-to-Text wherever you can.
Studies consistently show that mobile users would rather text (and be texted) than to call, email, fill out a form, or go through a social media channel like Facebook. For a smattering of these studies, view our page: 73 Texting Statistics That Answer All Your Questions.
So mobile viewers would rather text you, and Click-to-Text makes it easy for them to do so. Click-to-Text is a button (like click-to-call) that opens up a text addressed to your business number.
There are a whole bunch of options for using Click-to-Text (some are listed below). If you can bring traffic to your Click-to-Text button, it will help you convert that traffic into leads and customers.
- Text link anywhere on your website, view our guide: What is Click-to-Text, and How Can My Business Use it?
- Floating text button on your mobile website
- Embedded text button anywhere on your site (see image above)
- Google listing message option, view our guide: How to Add Text Messaging to Your Google My Business Listing
- Message extension on Adwords ads, view our guide: How to Add Text Messaging to Your Google Adwords Ads
- Get texts from your Instagram business profile, view our guide: How to Add Text Messaging to Your Instagram Business Profile
Sidebar: If you’re worried that you don’t have a good number for people to text, we can help. Most of the time, we (Text Request) can add texting to your current business number. You can check yours on our Landline Texting page.
We can also give you a local area code number to use just for texting. Either way, you can start using Click-to-Text (and texting in general) today by picking a plan on our Pricing page.
4. Reach out when you know your targets are on their phones.
The first thing almost 80% of smartphone owners do in the morning is check their notifications. Mobile usage also peaks in the early evenings (around 8-9pm locally). These are both great opportunities to push out emails, new content, social media posts, texts, promotions, and more.
When you reach people where they are (on their phones) while they’re there (first thing in the morning, late in the evening), your engagement and your conversions will inevitably soar.
You want to convert more mobile users into customers, right? Well, the steps and tips included in this guide are how you do it!
Start with the basics, and make sure you’ve got each of them nailed. Then move onto the more specific tips.
People don’t buy on an impulse as much as we’d like to believe, so remember to be patient as you implement these steps and wait for results. Over the weeks, monitor your data - see what mobile users are actually doing - and then tweak accordingly.
Over time you’ll build a predictable mobile user conversion machine. If you’d like to learn more about generating leads on mobile devices, view the guide below.