#Digital Marketing

Seven Techniques to Increase Conversion on Mobile

Our reports show that some of iProspect UK's clients have seen a 65% increase in site visits coming from mobile.

This increase in mobile device traffic presents an opportunity for Ecommerce websites to test new techniques.

To help you take advantage of increased traffic to mobile devices we've developed seven handy tips:

  1. Synchronise user information across mobile and desktop

    Some visitors use mobile devices only to research a particular product and then compare it to competitors. Ultimately, they prefer to use desktop due to a larger text size for example. Research suggest that smart phone conversions are around one half of desktop conversion rates.

    Synchronising user’s information across devices allows for a smother customer journey. When a visitor progresses through the purchase funnel, but does not complete the purchase on mobile, syncing the last action to the desktop version of the site may encourage a purchase.

  2. Security assurance

    Personal and financial information are an important security concern for visitors wishing to convert on mobile device. Visitors need to be assured that this information is secured.

    Adding payment verification, trust seals and security badges will help to reduce consumer anxiety and provide more confidence when making a purchase.

  3. Stop creating mini versions of desktop sites

    Desktop sites display promotional ads, banners and images. The typical mobile users tends to ignore these promotional slots as it's seen as more of a distraction.Displaying most sold or searched for items on mobile has proven more practical and leads to better conversion.

    One of our iProspect A/B tests for a large UK retailer, saw mobile become the strongest performing channel with an increase of +6.5% in conversion rate, this involved replacing a table of services with tiles. The change provided better visibility of content and led to a positive increase in conversion rate.

  4. Introduce mobile device only offers

    This technique is suitable for when traffic on mobile is positive but conversion is low. When a visitor abandons a cart and becomes unresponsive to recovery messages, introducing time-sensitive mobile only deals will create a sense of urgency and encourage the visitor to take advantage of the offer.

  5. Reduce number of steps to complete a conversion

    Once a visitor has decided what item to buy or add to the basket, it should then take the least amount of steps possible to complete the transaction.

    When a visitor registers on website for example, information such as billing and shipping should have the option of being stored, so this doesn’t need to be entered manually on the next visit.

  6. Search personalisation

    Mobile visitors tend to use search boxes rather than navigation menus. However, search boxes don't always meet expectations.

    Suggesting relevant products based on a user’s previous search history helps visitors find products easier. In addition, suggesting relevant products will help to encourage conversion.

  7. Alternative payment options

    Some visitors abandon the cart at the point when they see that they have to fill in a large volume of information.

    Payment options such as PayPal and Google Wallet can help to reduce the friction at this point. Ensure your brand is keeping abreast of the latest developments in the market.

Finally, mobile presents an opportunity for optimisation. The techniques mentioned above can help to make the most of mobile site traffic with the right A/B testing tools and strategy based on the criteria and nature of the site.