Maximizing Conversion on Your Mobile Website
Retail Online Integration – Getting maximum conversion from mobile is essential for any retailer that wants to hold onto its market share. The difference between low- and high-converting mobile sites is how the website is designed and built. Many retailers take their existing web design and try to make it work for a smaller screen. When designing a mobile website, you need to take into consideration what users are trying to do, keeping in mind that they’re navigating the site using their fingers on a much smaller screen. Here are five areas to focus on when designing your mobile site for maximum conversion:
1. Site speed: When testing your site speed, consider that there’s a good chance your customer will be trying to access it on 3G or 4G with spotty reception. Sears has a graphically sparse mobile website, but it’s consistently one of the fastest-loading sites on the Keynote Mobile Commerce Performance Index. If you’re going to have a graphically heavy mobile site, consistently monitor how fast your site loads on different devices, as well as how long consumers will tolerate your mobile website loading before they drop off.
2. Navigation: Many retailers just reuse the navigation on their desktop site for their mobile site. Mobile requires its own unique navigation, however. While a store locator may be hidden away on your desktop site, it should be front and center on your mobile site. Also, the impatient mobile customer wants to get to their desired product in as few clicks as possible. Ideally, they should be getting from homepage to product page in two steps or less.
3. Product page: According to recent survey from Skava, 46 percent of respondents said the product images on mobile websites were too small for them to consider buying something. Give product images prominence on your product pages. The more pictures to make consumers feel confident about their buying decision the better (the ability to zoom provides even more assurance).
While there’s the urge to try and put all the information you have on your desktop product page onto your mobile site, try and keep it as clean as possible. Keep information such as the finer print about a product tucked away in a clean dropdown that’s easily accessible.
Finally, clearly showing consumers other “recommended” products at this stage in the shopping process has proven to significantly increase conversion. Keep these recommendations as close to the top of the page as possible.
4. Checkout: This page can make or break a mobile website. People really don’t like (or trust) typing in credit card details on mobile devices. Do whatever you can to limit the amount of steps required of your customer.
If you’re using a mobile wallet such as PayPal, let your customers know this on the homepage. Many people won’t even attempt to shop on a mobile device because of the hassle of checkout; let them know from the start that your checkout will be much easier.
5. Give them a second chance: If you can’t implement features such as a mobile wallet just yet, provide your customers with the ability to add items to a cross-channel wish list which they can access later, or allow them to easily email it to themselves to purchase from another channel later.