The shift to mobile is accelerating with 30% of all commerce transactions having a mobile touch point in 2016. We want to be able to make sure you’re prepared for this mobile growth and have outlined 11 best practices for optimizing your mobile conversation rates.
1. Dive Into Your Data
Look for the patterns in the data your customers make as they progress through your mobile properties. Ask your analytics experts (or your Mobify Customer Success Manager):
- Where are the drop offs and blocks in the funnel?
- Do my users visit lots of product pages but not click Add to Cart?
- Do they click Add to Cart but never check out?
It is best practice to evaluate your analytics every few months ; URLs change and mistakes happen when things don’t get updated. To ensure you’re getting good data in and good data out, here are some recommendations:
- Set up two segments in your analytics – one for mobile users who purchase and one for mobile users who don’t purchase
- Check to make sure altered URLs are reflected in the analytics
- Check to make sure new URLs are reflected in the analytics
- Ensure your goals and events are set up correctly
2. Context Is Everything
Context is key to a good mobile experience. It is a mantra worth repeating: people use their mobile devices everywhere, at any time, and for anything. Mobile users tend to be more goal-orientated – support them by looking for ways to reduce the number of steps it takes to achieve their objectives.
3. Mobile Payment
Apple Pay, Google Wallet, and Starbucks Pay ahead are well-known mobile payment methods, but there are other ways to optimize your mobile payments. CRO experiments in this area should help answer questions like:
- Can the checkout experience be reduced?
- Are new and returning users getting different experiences?
- Are there opportunities for one-click reorder banners for returning customers?
- Are the mobile payments adding to the perceived value of the purchase for new visitors?
4. Copy Is King
Mobile users are looking at small screens and are often distracted.
- Find ways to reduce the length of headlines and the amount of text on a screen
- Look for opportunities to use “read more” buttons
- Try reducing headlines to no more than three words
- Reading stylized copy on small screens can also cause friction in your mobile conversion rate, so focus on readability
- Experiment with capital case fonts and expanding line height
5. Process And Strategy
What is worse than not testing at all? Not having a methodical strategy to back up your testing program. Why? To really maximize your testing advantage you must have a clear process and a well defined strategy to follow. Randomly testing is not going to produce a consistent improvement in conversion. To gain the most from conducting an optimization program on mobile it is important to be methodical, process orientated, and strategic regarding which experiments to run.
6. Time is not on your side.
Time on mobile is not the same as time on desktop. Shoppers have their device with them 24/7 with the average person in the USA checking their mobile phone 46 times a day. With attention spans falling, your site must engage the user quickly and sustain that engagement. Try looking for creative ways to experiment with engagement of time sensitive marketing campaigns such as clearance sales or free shipping to get the initial interest of the user.
7. Expect Delays
If you’re testing on apps, approval processes in iTunes and Google Play can take weeks. Plan ahead especially if you want to run time-sensitive experiments (e.g. on Christmas or Valentine’s Day). (N.B.: These app delays do not apply to Mobify-powered apps). As there are traditionally lower traffic levels on mobile, A/B tests will take longer to reach statistical significance in lower traffic situations.
8. Crash Landing
Marketing departments spend huge amounts of time and money on email campaigns. The majority of emails are now opened on mobile devices, but the experience of the mobile landing page often fails to deliver. Focus on continuing the experience presented in the email by reflecting the copy and design of emails to landing pages. Test out different versions of the experience with a segment of your email traffic. Once you have a winning variation, send it to the rest of your email campaign traffic.
9. Not your mama’s CTA
Mobile call-to-action (CTA) buttons are more varied than desktop CTAs – mobile has moved well beyond the simple “Add to Cart.” When optimizing for mobile, look to see if other types of CTAs could be used effectively. Examples of these CTAs include location based CTA’s like “Show Directions,” “Call Now,” or time-based CTAs like “Add to Calendar,” “Add a Reminder” or “Share.” These dynamic CTAs add context and engagement, which helps bring the mobile experience alive for your visitors.
10. Use real devices!
Simulators are OK for development, but make sure to first always test on real mobile devices before you launch any optimizations. There are a lot of variations of mobile devices and testing is the only accurate way of knowing if your mobile test will work.
11. Keep Testing!
Even the most experienced mobile conversion rate optimizers don’t hit home runs with every experiment. What separates the seasoned optimizer from the rookie is that seasoned optimizers design their experiments to produce insights, and iterate their strategy based on these.
Now that you’re armed with optimization best practices, it’s time to lift your mobile conversion rates from average to awesome!