Three years ago, mobile became the preferred vehicle for web browsing over desktop for the first time in history.
While optimizing for mobile was extremely important for online businesses prior to 2014, it is now an absolute must for increasing online sales. According to data from Monetate, ecommerce website visits on mobile are right up there with their desktop counterpart. However mobile phones are the only device segment where conversions increased YoY in the last quarter of 2016.
As more shopping experiences are taking place on mobile devices, Google is restructuring its search results to favor mobile-optimized websites – specifically, a mobile-first index.
By failing to accommodate mobile users, you’re essentially leaving money on the table – a lot of it. Hence, diving deep to M-Commerce is increasingly important.
So what can you do to create mobile-friendly landing pages that drive online sales and nudge that mobile user towards conversion? Here are four essential factors to keep in mind
It’s no secret that attention spans are unfathomably short these days. Patience is a dying virtue amongst online users. Therefore, the “on-the-go mindset” of mobile browsing must be reflected in your landing pages. Regardless of whether it’s your homepage or product listings, you must do everything you can to eliminate clutter and unnecessary information.
In addition to being the preferred means of browsing the internet, smartphones are quickly becoming the preferred method for monetary transactions as well. A study by Criteo found that cross-device purchasers are 20 percent more likely to buy on mobile than any other alternative.
Creating mobile pages with the bare essential bits of information while maintaining an effective sales funnel can be tricky. As a rule of thumb, try to keep mobile headings at three to five words. The goal is to find the strategic balance between persuasive offerings and buying options without serving any irrelevant content. Here’s an example:
This landing page is perfectly minimalistic while conveying all the proper elements to prompt a conversion. There is a logo, catchy headline, pricing, captivating image, and vibrant CTA. It only requires a glance to absorb all the information.
In a realm where each and every word matters, be sure you are using the most optimal keywords to convey your unique brand value.
As previously stated, attention spans and patience are a delicacy in the world of mobile ecommerce. Slow-loading pages will turn customers away in droves. Even an extra second delay can end up costing you precious conversions.
A recent case study found that pages with average loading times of around 2.4 seconds had a conversion rates of 1.9 percent. Pages that took one extra second to load resulted in a 27 percent decrease in conversions!
Tools like Optimizilla enable you to alter the format of your images to JPGs or PNGs so quality is not sacrificed and loading time is reduced. As for plugins, it’s a smart move to consistently review all the active ones and take out those that are not absolutely essential to your website. While it’s not always about the number of plugins you have installed, you want to avoid ones that make lots of remote requests.
Test your site loading speed every day to ensure visitors aren’t being turned off before they even see what you have to offer.
Finally, if your mobile app is your primary driver of traffic, make sure you’re using a reliable ecommerce platform like Shopify, which lets you process orders, payments, shipping, and customer queries reliably and quickly, and sync your transaction data in real-time across all devices ranging from web servers to POS systems.
On any ecommerce store, the use and the length of your forms should be minimalized as much as possible. This applies even more to mobile design. Shy away from non-essential fields unless you have significant use for them; stick to the ones imperative for data collection. In most cases, a name and email address will do.
When the time comes to collect additional information (shipping and payment), it’s best practice to divide the forms into steps. A zoom feature is also particularly helpful, so customers don’t have to squint while entering information.
More importantly, use top-aligned labels. Due to mobile devices having a more limited view than computers, each form must maximize the given constraint. Using horizontal alignment can lead to items not fitting on the page.
Use a vertical alignment to ensure this doesn’t happen.
There is no hiding the fact that filling out forms is somewhat of a tedious task, especially for mobile users. Making the process simple is crucial in gathering necessary information for conversions.
The CTA is the heart and soul of the landing page. It is what all the other content leads to. There is practically an endless supply of resources on what makes an effective CTA. It is typically one of the most frequently tested elements on websites.
The overarching theme of mobile landing pages is “simple but concise.” A CTA is no different. In fact, it is the area where this concept should be showcased the most. Ideally, it should be one of the first things a visitor sees upon arrival.
Here is Marketo’s mobile homepage:
The CTA is boldly colored and placed in the center of the landing page. The headline is prominent and invites attention. The copy is short and persuasive.
Your CTA should stand out from its surroundings, but avoid being awkward-looking. Don’t be afraid to experiment. Even the smallest tweak to color, text, size, or positioning can have a big impact on conversions.
Mobile design does not stop at these four factors. While implementing these components will put you in a better position to boost conversions, ongoing success needs a good deal of analysis and adaptability.
Web design and split testing go hand-in-hand. Landing pages should be viewed as constant works in progress. Consumer mindsets, surfing habits, and shopping behavior change from day-to-day. Putting together landing pages that convert will always require quite a bit a trial and error. Keep testing your mobile site and app in every little way that can lead to incremental increases in sales or order values.
About the author
Tracy Vides is a content strategist and researcher who gives small business and entrepreneurs marketing and social media advice. Tracy is also a prolific blogger - her posts are featured on Engadget, She Owns It and Usability Geek. Connect with her on Twitter @TracyVides for a chat anytime!