5 best practices for increasing conversion rates on mobile

5 mins

With an increasing number of people using their mobiles for online shopping, it is more crucial than ever to ensure that your eCommerce site is fully user-friendly and mobile optimised. Treat your customers by providing them with a smooth, simple and seamless experience and the chances are they will hang around for longer and buy more products. Win-win situation!

See below for 5 best practices which can act as an important leverage to increase conversion rates on your eCommerce site:

Navigation

By enhancing the navigation process on your site, you can create a much more appealing shopping experience for your customers and therefore increase the chance of consumer conversion.  Providing clear and organised menus is just one example which enables customers to easily locate their desired products much more efficiently. This is particularly beneficial for those who arrive on a site with a specific product in mind, but is equally important for providing a favourable experience to those who are just casually browsing the site.

CTA button

A Call to Action (CTA) can refer to an image, button or line of text which is intended to drive your user to carry out a specific action.

The Call to Action (CTA) on a mobile landing page will appear differently on a mobile to how it does on a desktop, so you need to make sure it is visually emphasised and immediately noticeable. This can be achieved by editing aspects such as size, colour and boldness of the text. It is also worth thinking about the area around the CTA and where the neighbouring buttons lie so there is enough space for users to tap and not run the risk of frustration if the wrong selection is made.

The “Thumb Zone”

The “Thumb Zone” refers to the general area in which someone holding a smart device with one hand is able to reach. Aspects such as CTAs, share buttons, and navigation controls should be placed inside the thumb zone, whereas destructive buttons such as delete and logout should be placed outside the zone. By placing important navigation or CTA buttons out of reach, you risk decreasing the ease of browsing and therefore reducing conversion rates.

Mobile payment options

Believe it or not, asking customers to type in their own bank details can be the ultimate conversion killer! Customers frequently turn their nose up at the idea of spending two minutes to type in their bank details when completing a purchase. Or they might begin entering them but find it goes wrong halfway through.

An easy fix is to offer third-party payment gateways such as Paypal, Apple Pay or Google Wallet, whereby customers use their pre-setup accounts which will automatically fill in all their details for them. It may only save a few minutes, but every little counts! This is a simple and effective solution which is definitely needed to remain competitive.

Mobile-specific campaigns

Create campaigns to promote a unique discount code which can only be used by customers who shop on the mobile version of the site. The exclusivity of the offers can act as an incentive for customers to complete purchases and can allow you to enjoy higher mobile conversion rates. There are several ways of promoting the offers, for instance through email marketing campaigns or by implementing a simple pop up on the mobile site itself.

For more information on how we can assist you with your ecommerce strategy, get in touch by calling 0121 369 5874 or emailing success@5874.co.uk.

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