On the Web: Tips for Increasing Your Mobile Conversions Without Breaking the Bank
The majority of mobile consultants make entering the world of mobile sound difficult and expensive. Fortunately, it’s neither.
Right now just showing up counts for a lot. Speed is also important. Mobile users will give you a lot of leeway on things like design and user interface. What they don’t have tolerance for? Slower-than-death websites. Users expect your mobile site to load fast — within just a few seconds — which means that you’ll likely need to keep your page weights low. How low? Ten kilobytes (kBs) to 50 kBs is optimal, but definitely no more than 100 kBs. (Note: 100 kBs is less than a third of the average traditional website page.)
What else do users expect? They want some sort of connection between your mobile site/app and your regular website and marketing materials. Granted, they don’t have to be exactly the same, but they need to be similar. Over three-quarters of your customers are going to use both channels for the same transaction. If a shopper puts something in their mobile cart, that item should be replicated in their regular cart as well. Where’s the connection most important? Your entry pages, especially your “official” homepage.
You must know what your users are doing online to achieve any kind of significant conversion to, well, anything. Whether you want inquiries or orders, you need to know what your users are doing with their mobile devices before you start asking for it. Why? Because consumers who come to your site from Facebook behave differently than consumers who come from Twitter, and consumers who come from Twitter aren’t at all like consumers who come from your emails and text messages.
I know this sounds like a ridiculous tip, but the truth is it’s one of the most critical because a lot of social media activity is taking place on smartphones. If that’s the case with your business, that could be the first place you look to get more sales or inquiries. Companies interested in mobile commerce tend to overbuild areas in the hopes that “if we build it they will come.” That’s OK, but it’s usually better to build where the users are first.