It’s hardly a secret that modern mobile users represent 49% of internet traffic. However, for many businesses, mobile conversions remain far lower than on desktop. While this can be in part attributed to differing browsing behavior and intent on mobile, it is also clear that companies are not doing enough to focus on improving their mobile conversion rates.
In this article, we will look at 6 key factors Magento businesses need to get the right to increase their mobile conversions.
Reduce load times
If an e-commerce page takes more than 5 seconds to load, more than half of your visitors will immediately leave. That’s more than half of potential customers you don’t even have a chance to convert. Accordingly, the importance of reducing your site’s load times as much as possible cannot be overstated. When optimizing a site or page, start with these basics.
Reduce images sizes
While the resolution of phone screens is steadily increasing, the size has not, so you still don’t need to load extra high-resolution images in most situations. Simple designs with solid blocks of color allow you to lower the resolution of graphics even further and, generally, look better on small mobile screens anyway.
Clean up your code
When first building a site, it is easy to leave redundant or inefficient code lying around because you just want to get things up and running. This can cause additional problems besides slow loading. For example, running scripts and plugins across the whole site despite only needing them on a few specific pages increases the likelihood of a compatibility issue occurring between plugins.
Use high-quality extensions
A poorly-written extension or plugin can itself run more slowly than it should in addition to making your site slower. On top of this, they can also reduce the reliability of your site through bugs or lacking compatibility with your other systems.
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Display Security Icons and trust marks
Online shoppers are wary of online stores they have not heard of before, so it is vital to reassure them of your security measures and reliability. This is especially important for mobile users, as they will often be connecting via unsecured public networks such as in cafes or on public transport. Consumers are increasingly aware of the risks associated with public connections, and as a result, are extra security-conscious when using them. The prominent display of security icons and industry trust marks has a clear impact on conversions. It is tempting to minimize or remove these to give your site a cleaner look on mobile, but a lack of security assurance can reduce conversions by up to 63%.
Offer Convenient payment options
Mobile transactions need to happen quickly and smoothly to fit in with how consumers use their phones to shop while on the go. They don’t have a lot of time to spare and fiddling with a small phone screen to enter delivery and payment details is less than ideal.
To accommodate the need for fast and convenient payment, offer a wide range of options including Amazon and PayPal as well as mobile wallet platforms such as Apple Pay. Offering at least three payment methods will increase conversions by up to 30%. Auto-fill options to complete delivery and billing forms during account creation also increases conversions by increasing the number of people willing to create an account while on the move.
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Expand your communication methods
Converting mobile users is all about convenience, so using a wide range of mobile communication methods to make it easier for customers to contact you is crucial. Email and phone calls are not convenient ways to contact a business while on the move. Social media, instant messaging and SMS are easy communication methods designed specifically for mobile which your customers already use.
In addition to handling customer contacts, mobile-first communication methods can greatly increase your conversion rates via marketing and follow up messages. As it is mentioned on TextMagic, sending follow up messages via SMS can increase conversions by more than 300%.
If you also allow users to shop via a mobile app, it is important to remember that your in-app advertising is just as capable of hurting your conversion rates as boosting them. Make sure that all of your marketing is implemented unobtrusively, or it could cause visitors to abandon your app.
Test, optimize and iterate
E-commerce is still a new and rapidly evolving industry, so it takes persistent optimization and iteration to build and maintain a high conversion rate and stay ahead of the competition. Regularly review your click-through and conversion rates in addition to user behavior data for each page, and test multiple variations of every change you make via split testing. This ensures every change you make has already proven to increase conversion rate. Reviewing and testing the site is vital for identifying areas to improve and tailoring the user experience to your audience.
More than half of all online browsing happens on a mobile device. The ease of using and navigating your site on mobile should be a top priority at every stage of design. Focus on clear, simple layouts that require the minimum number of inputs from users to find and buy what they are looking for. Features like layered navigation and one-step checkouts are a must for creating a smooth mobile shopping experience.
Improve the convenience of using your site on mobile by offering more mobile-friendly communication and payment methods to customers, and make sure users know your site is trustworthy at a glance. Analyze your performance and always be prepared to iterate your design – e-commerce technology is constantly changing!