The mobile e is today the login screen before the computer. And yet, companies are struggling to see improve conversion on mobile: worse still, the conversion rate is still twice as low as on a desktop.
Why are so many sites still not suitable for mobile browsing, when the first iPhone is… twelve years old?
Why improve your conversion on a mobile site?
The obstacles observed to mobile conversion are firstly linked to the interface, but also to user insecurity when faced with the mobile transaction.
Your customers are more and more demanding and impatient: if you want to capture them and keep them on mobile, you must ensure their smooth and efficient navigation. However, we quickly realize that many sites are not suitable for mobile browsing, and even less for conversion.
Improve your mobile conversions in 5 points
Create a comfortable interface
Mobile browsing is radically different from the navigation computer and the grip has a significant impact on conversion. When creating or redesigning a site, you have to think mobile-first, but not mobile-only!
Thinking mobile-first can be done easily if you first create the mobile site and then decline it for the computer, rather than the other way around. You thus make sure to create an environment totally adapted to the uses of your users, by thinking for example of the following points:
- On mobile, the cursor is a finger, much larger than a computer cursor. You must create buttons and text fields large enough so that the user does not need to zoom when on mobile.
- The phone is mostly used with one hand, and we use our thumb to swipe or scroll. The important elements of your page must therefore be accessible, and the user must be able to quickly find what they are looking for.
- Some movements, like the swipe, are not instinctive. You cannot assume that mobile users will be able to perform these gestures: it is necessary to facilitate the understanding of the functional.
Opposite, on Instagram, the user immediately understands that he must swipe to see the rest of the proposals thanks to the carousel cut.
Speed up interactions
Display as a priority the resources necessary for the mobile user to understand the page and the elements that invite him to act, such as calls to action.
Did you know that 53% of Internet users leave a site if it doesn’t load in 3 seconds? And that every additional second of loading causes you to lose 25% of traffic?
You now understand the importance of optimizing the interface visually and the site technically to speed up display.
Your mobile site must be built with one crucial issue in mind: to make mobile users feel that everything is simple. Lighten and facilitate the conversion funnel to encourage them to complete the purchase:
- Accept orders without registration so you don’t lose users who don’t want to create a profile
- Speed up the ordering process for faster conversion
- Only request information that is strictly necessary.
The human brain can only process one conscious piece of information at a time. You must therefore eliminate the parasitic navigation elements so that the mobile user is only focused on what he is doing.
Avoid visual noise, and focus attention on specific areas of the interface. Think less is more! Eliminate what is not essential for navigation and comprehension to purify the interface and not lose the user among features or buttons.
Reassure the mobile user
For a customer, making a purchase on mobile generates more apprehension than on a computer: will it work? Has my payment been taken into account? Isn’t this a scam?
Your mobile site should reassure, even more than your desktop site. This is a key part of the transformation process! An element is “reinsuring” as soon as it has a positive impact on the purchasing decision, and therefore allows the conversion rate to be increased.
Eliminate from your site anything that can be an obstacle to purchasing so that mobile users can be confident, and add reassurance elements to all the pages of the conversion funnel:
- Secure payment pictogram
- Delivery guarantee (“delivery in 24 hours”, for example)
- Tracking control
- After-sales service
- Terms of return or withdrawal (“free withdrawal or return”, for example)
- Shipping fees
- Pictograms of payment methods.
Obviously, you should only display these items if they are services that you are actually providing to your customers.
Also consider verified reviews, which are reassuring for users and prevent them from going to other sites. Adding brand logos and badges (certifications, for example) also promotes a climate of trust.
Do user tests
Here is a point that you cannot miss! You cannot assume that your users will understand how your mobile site works on instinct: you must encourage this use, always with the goal of transformation.
Thanks to user tests, you can easily determine the strengths or blocking points of your site. This involves setting up a working group made up of users, experts or not, corresponding to your target, and asking them to browse your site, place an order, etc. Their feedback will be very useful to you to improve navigation and the conversion funnel. This should help to improve your conversion on a mobile site.