Guide to Mobile Conversion Optimization

5 Min. Read

A mobile first approach to ecommerce is no longer optional, it is a necessity, both a customer and Google requirement.  Google now prioritizes websites with a good mobile experience in the Google search results, while penalizing those that do not.  In order to optimize your customer experience through mobile conversion optimization.  

Producing content with high engagement the obvious goal, however a desktop version of content may be unsuitable for mobile displays.  High bounce rate is a particular problem for mobile devices, and so by focusing on shorter engaging content that goes through mobile conversion optimization deals with this particular issue.

The most important reason to optimize your mobile experience, is that mobile shopping is an increasing trend, away in their work or elsewhere away from their home environment.  

Moreover since COVID19 struck the trend towards mobile use vs desktop has accelerated as the graph shows below.

Why does more traffic come from Mobile than Desktop?

Simply put, people are increasingly using those spare moments waiting in queues, or while travelling, or they are multitasking, surfing while having lunch. But most importantly, is what they are using mobile devices for while surfing.  

RL Shopping Assistant

Customers are using their smartphones as research tools, to research products while in physical stores, looking for offers online, about the products they are looking at in store.  They are even negotiating best offers in stores based on online research where stores offer a best price guarantee.

With regards to the graph above, and the effect of COVID19,  one reason why mobile has taken off, is because people are working from home and are free to use their mobile devices at any time of day, times where otherwise mobile usage may previously been limited (ie in the workplace).

Why are mobile conversion rates lower on mobile than desktop?

On mobile conversion optimized ecommerce stores, conversion rates should be approximately 70% of that of your Desktop conversion rate, although this figure varies across product category and industry.  

The reason for this difference is fairly obvious.  Phones are small, awkward to use and difficult to focus on for longer periods of time, especially when in transit. 

In addition, smart devices are not trusted for tasks that require privacy, for example, making a purchase on a packed, moving train is far from ideal. 

Besides these, most-obvious of points above, the below factors also make it difficult for users.

  • Shop features that work well on desktops often don’t work on Mobile, for example popups can break.  Image sliders are a pain to navigate past, a big no-no.
  • Content written for desktop display is just too long to be read on a mobile device.
  • Images often don’t scale well, becoming unreadable and certainly less appealing when compared to a big high definition screen – far less converting.
  • Sidebars don’t work well on a mobile devices, again this is about responsiveness of the website.
  • Golden rule is to get their contact details before they leave your site and yet this is an annoying task on a mobile device, – inputting letters on a touch screen while on the move is frustrating to say the least and certainly less converting.
  • Entering data for form fills, on the move is also frustrating, especially on a small touch screen.

Of course there are things that can be done to mitigate the discomforting factors mentioned above, things which broadly come under the broad ranging set of tasks known as mobile conversion optimization.  

Knowing what to optimize is half the battle, which is why your eCommerce data is a gold mine, – that is if you know how to interpret it.  This is where Conversific can help providing clear dashboards and benchmark data against other eCommerce stores in your segment.

Conversific Dashboard Displaying Device Performance

What is Mobile Conversion Optimization

You’ve probably heard of Conversion rate optimization or its acronym “CRO” well in much the same way, mobile conversion optimization describes the long list of to-do’s necessary to optimize your mobile device to supply the optimal website experience, – to get the best conversion rate possible.  The bullet list above is just some of the tasks that need to be handled.

Many of the tasks listed below can be improved using a conversion rate optimization tool like OptiMonk, which enables the AB testing of variations. Indeed it can even generate a mobile only version of source code for messages, so there is no duplication of messages.

Mobile Conversion Checklist

  1. Make Your Buy Buttons Easily Accessible
  2. Collect Emails Without Disturbing Your Visitors (OptiMonk)
  3. Make On-Page Product Recommendations
  4. Guide Your Visitors on Mobile
  5. Maximize the Use of Product Images
  6. Use Psychological Triggers
  7. Re-engage with push notifications
  8. Create Mobile-Specific Campaign
  9. Make sure your app choice is mobile friendly

How to use Conversific for Mobile Conversion Optimization (MCO)

Just as with the desktop ecommerce experience the most important task is to get your visitors data before they leave because on mobile devices they are even more likely to leave without purchasing.

The 30% difference between desktop and mobile conversion rates, makes its an imperative to get mobile visitors back on a different device to make that purchase.

At the heart of mobile conversion Optimization is your customers data which is freely available (or part of the Shopify plan).  In order to improve your mobile experience you need to understand that data and thereby your customers.  You need to understand when and why they are leaving your site, or staying but not buying?

The secret sauce that enables these customer insights is Conversific, combining your Google analytics and Shopify data, making it easy for you to see customer behavior via clear, holistic dashboards and reports.  Segment your data any which way to get the insights you need, if you have Google tracking your psychographic custom fields then you can segment it.

Conclusion

Many of the expensive Shopify themes have great features that are optimized for mobile experience, that being said, none are perfect and are constantly changing according to changing technology standards and consumer tastes. 

Shopify apps provide one way to add cutting edge features quickly, however these 3rd party plugins often conflict with themes and often break mobile compatibility, so you will have to get your hands dirty in the source code (or hire someone to do it) to fix it if you opt for themes with complex features, also you are reliant on the theme creators to update those themes.

This is, in many ways why it is better to keep the Shopify theme clean and simple, and rely on advanced features from third party apps from the Shopify app store.  By doing so, you limit the risk of incompatibility and make sure you get the latest features.  In addition, a 3rd party tool will be updated quickly when compared to a custom coded theme, where the developer might have a long list of clients.

Actionable Analytics for Shopify Stores

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