Mobile engagement is the next marketing gold rush. Nearly everyone has a mobile device, and tons of research has studied their behaviors. But the average business still has questions, like “How can I use mobile engagement to increase conversions?”
This article will answer that question.
There are lots of things you can do to increase conversions, including these common tips:
- Keep your most important content above the fold
- Follow up with leads multiple times
- Promote free offers
- Use buttons instead of text links
- Experiment with colors, fonts, and placements
These are great tips, and you should follow them, but they aren’t specific to mobile. I want to focus on tips unique to mobile devices that will take your business to the next level.
So here you go! Here are 7 unique mobile engagement tips to increase conversions.
1. Keep your emails to a couple of tweets.
Most emails are opened on mobile devices, and a tweet can hold 140 characters (about 23 words). Here’s why these numbers are so important.
Studies show this is roughly the same amount of time mobile viewers spend viewing a webpage. It’s not that people are so easily distracted, but that 10-15 seconds is how long we can spend on something without putting any extra effort into processing or retaining information.
This means you’ve got about 35-50 words to entice viewers before they leave. That’s also the length of a couple of tweets. (If you can really grab their attention, they’ll stick around longer. But that’s easier said than done.)
Engaging with emails this length – less than 50 words – is effortless. Anything longer, and you’re asking viewers to do something extra, which will cause your engagement to drop off.
2. Significantly increase your page speed.
53% of mobile sites are abandoned if they take longer than 3 seconds to load. Unfortunately, the average mobile website takes 19 seconds to load (over 3G connections).
If people aren’t actually seeing your site, they can’t convert!
Numbers vary by case study, but most show a 1-second improvement in page load time led to a 4%-27% increase in conversions. You should refer to your webmaster, but here are a few things you can do to speed things up.
Use online tools to test each page.
Both of these will give you specific details on how to improve. Normally you’ll see recommendations to:
- Leverage browser caching
- Optimize your images
- And minimize redirects, among others
Create accelerated mobile pages (AMP).
Accelerated mobile pages (AMP) is an “open source initiative” between Google and companies all over the world to create a faster web.
Essentially, AMP pages are a stripped down version of HTML that help your mobile pages load exponentially faster, which is particularly great for blog content. When content loads faster, more people engage with more pages, and everyone wins.
For more on the AMP project, watch the video below. For guides on implementing AMP pages, click here.
Scrap anything you don’t need.
Most websites have fluff – images, text, buttons, ads, etc. that aren’t necessary, yet slow down the site. You could improve your page speed significantly just by getting rid of anything unnecessary!
3. Know when your targets are on their phones.
Mobile users are most active in the evenings. They’re relaxing, scrolling through feeds, and looking for something interesting.
People are also on their phones in the early mornings. Almost 80% check their phones as soon as they wake up! People use their phones throughout the day, too, but not as much.
If you’re going to push anything specifically for mobile users, evenings are probably the best time (usage peaks around 9pm). But you need to consider what kind of content you’re pushing, and what your audience wants.
It’s normally better to push business content during business hours, and personal content outside of business hours.
You’ll probably get more mobile engagement in the evenings, but only if you push the right content. To know for sure what’s right, you’ll need to test pushing different types of content at different times.
4. Use Click-to-Text wherever possible.
Click-to-Text is a feature where viewers click on a button or link to open a text addressed to your business. This increases conversions, because most mobile viewers would rather text you than call.
Luckily, there are at least 4 places you can add Click-to-Text. For more details, check out our guide: 9 Powerful Ways to Grow Your Brand Through Small Business Texting.
Using a small piece of code, you can add Click-to-Text to your website with a call-to-action like “Text us for an estimate!” This helps you get more mobile engagement and leads, because mobile viewers would rather text you than call or email.
To use this, you just need a number that can receive texts.
Adwords (Google Ads)
Once you have a number that can receive texts, you can create message extensions in your Adwords account. This way, mobile searchers don’t have to click through and navigate your website. They can just text you to become leads.
Google Business Listing
Google now has a messaging feature in their search listings. Once your business is verified, you can add your text number. Any mobile searcher who sees your listing will also see the option to send you a message.
For more on setting up your Google My Business listing, click here.
Under your business account’s contact information, you can add your phone number and choose for viewers to text that number.
Together, these 4 Click-to-Text options can holistically improve your mobile engagement and increase conversions!
5. Tighten up your website copy.
Mobile viewers spend an average of 10-15 seconds viewing a page. They want answers, and they want them ASAP.
Fewer words are better, because it helps you keep viewers’ attention. But you still need to give people what they want, answer their questions, and provide a next step.
How do you pack all that in?
By removing clutter.
Ask yourself, could you say the same thing in fewer words? Here’s a Text Request example:
Our proprietary software gives your business the ability to send 2-way SMS messages from a central dashboard while remaining compliant and organized.
That’s true, but we can share the same sentiment in fewer words by saying:
Text as a team with our easy-to-use dashboard.
Look to keep your messaging concise. In practice, that will look differently for everyone, but it’s a sure step to increase conversions. The less that stands between viewers and conversions, the better off you’ll be.
6. Take personalization further.
74% of consumers get frustrated with brands who don’t personalize their marketing, while brands who do personalize their marketing see an average increase in sales of 19%.
That’s powerful! But what does personalization mean, anyway?
The technical definition is:
The implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology. (Emarsys)
But the heart of personalization is being relatable to viewers instead of making them feel like pieces of data. Here are 3 ways to succeed with personalization.
Use their names.
Use your contacts’ names in emails and other messages. It helps you seem down to earth and less spammy.
Thankfully, there are plenty of tools to help you do this and more. Unfortunately, this is as far as many brands take personalization.
Keep it relatable.
Use simple terminology instead of industry jargon in your content and conversations.
In other words, talk to your audience like they’re real people. This makes you more approachable, and encourages viewers to take the next step.
Base it on behavior.
Determine what to show each viewer based on what they’ve engaged with before. You can do this in your emails by using tools like Movable Ink.
Tools like oneAudience can also help you personalize mobile messages, and you can always dig into your Google Analytics data for insight on what devices people use to view which pages.
7. Verify and re-engage viewers through text.
Ecommerce sites generally have abandonment rates between 65%-75%. That means 65%-75% of viewers who start the conversion process on your site do not finish.
There are plenty of reasons why those viewers might not finish converting, but there’s also plenty you can do to bring them back.
Many sites need to verify users before they can take a next step. This verification is commonly done through email. However, brands have used text verification to improve verification rates by 100% or more!
It’s common for potential customers to create a profile or start the purchase process, and then back out. You can follow up with these people later with a text encouraging them to come back and finish.
If applicable, you can also offer a discount to provide more incentive.
App push notifications work well, too, though texts leave a record for users to reference as needed.
Companies who use this SMS retargeting “recover up to 25% of revenue lost to cart abandonment.”
What’s the big idea here?
If you follow these mobile engagement tips, you will increase conversions. But significantly improving mobile engagement takes more than a few tips and tricks.
The big idea is to create better experiences, and “better” often means “simpler and faster.” Page speed and texting are great examples of this, as are shorter emails and tighter copy.
Add value, create great experiences, and you’ll inevitably increase conversions on mobile devices.