The Mobile Customer Experience in 2019 & How to Improve it

So do you want to know how to increase mobile conversion rates for your app? Well, I guess that’s why you are here. Your mobile user experience needs to be optimized and a winning marketing campaign to go with it as it something you cannot afford to ignore.

More than ever mobile phones and smart devices are taking over the e-commerce shopping experience. It is reported in Invespcro that 1.6 Billion users globally purchase items with their smartphones or tablets and this figure is set to rise to 2 Billion. That’s a lot of potential business worldwide that should be taken advantage of.

So before we get the improvements, let’s go over what mobile conversion is.

“Mobile conversion rate is the percentage of customers who opted in or hooked into the mobile marketing campaign out of the total number of people who viewed the campaign.”

The higher the percentage rate, the more successful your mobile marketing campaign is. This article will go through some of the best methods to increase your mobile conversion rates and overall sales.

Speed up Mobile Loading Time

Source: The 2019 Page Speed Report For Marketers

First up, the time it takes to load your site on a smartphone or tablet is a key feature for a few reasons. If it takes longer than 3 seconds to load then 40 percent of users will abandon your page as reported here at Kissmetrics. This ultimately means that users will only wait so long for the page to load before leaving and possibly never returning. This can also cause negative publicity if the experience is shared through social media or word of mouth.

There is also the fact that Google ranks your page by its mobile loading time, so your business will suffer if people search for it and it’s not optimized for smart devices.

How can you make sure your mobile site loads faster?

  • Have a responsive, mobile-friendly design that is simple yet pleasing to the eye.
  • Take Google’s advice and guidelines for better load times with recommended tools also.
  • Use Google’s own speed test checker for your site as see how well it does and make adjustments accordingly.
  • Make your images optimized for mobile devices by editing them beforehand and making sure the file sizes are not too big.
  • Have a caching system via a plugin to load pages more directly without going through extra stages.
  • Use a content delivery network to spread parts of your site worldwide to reduce loading times from visitors across the globe.

Improved Site Design Matters

We touched on this earlier, but really first impressions count don’t they?

Well yes, they do according to multiple studies, we form a quick decision on a web page in less than a second. Actually, in about 50 milliseconds (that’s 0.05 seconds) we form an opinion on a site. So a well-designed website will keep visitors there and they will feel welcome, but a badly designed site will not do this.

So what can you do to keep visitors there longer?

  • Make sure the design is mobile friendly, yes we spoke about it before but it’s important. You can check it through Google’s mobile-friendly test.
  • Look at the user flow of your site and make sure users can get the right information quickly to make them convert.
  • Make sure the on-site marketing campaign is adapted for a mobile audience too. If the site is optimized for mobiles but the actual campaign is not then they will leave before converting. Check the campaign and any pop-ups to run well on smart devices.

Check for Mobile SEO

These days it’s all about Search Engine Optimization (SEO) and helping your customers find you by putting the right information on the site so you appear in search results. This is equally important for the mobile experience if not more so according to Google’s mobile-first indexing. If you don’t then the site won’t appear in search results and this will dramatically reduce conversions.

Make the content valuable and relevant to the products and services provided. Many companies do this already and outsource writing content to third parties like marketing strategy providers and even essay writing services can write SEO text. For example, an essay writing service employs many professional writers worldwide with years of experience of mobile conversation rates and the main objective is to increase conversions through SEO text.

So what can you do to improve your mobile SEO?

  • Make sure page titles and descriptions are optimized with good use of H2’s and H3’s.
  • Try to use phrases and keywords scattered throughout the text that people will use to search for your site and related to the product or service.
  • Make links to other relevant pages within your site and even authoritative external links to other websites to attract more visitors.

Make Use of Attractive Images

It is no secret that content with images gets up to 94 percent more views than content without images as reported by Jeff Bullas. Infographics grab visitors attention and are important for the mobile experience also.

What kind of images should you include?

  • Give it the human touch as we love to look at other people.
  • High-quality images can evoke a positive emotion in visitors that we want them to feel. Emotions are powerful and people convert for emotional reasons.
  • Make the actual product images high-quality also. But remember not to make the file sizes too large so try to compress them and not go too crazy with pictures and forget about useful content.
  • Try to use a mascot as it can help with branding and can be used throughout the site to create an emotional bond with the user as well as making it a memorable experience.

Make the Site Easy to Use

If the design is great but it’s difficult to actually use the functions on the page then the conversion rate will suffer a lot. Simple features like making it easier for visitors to come back later and carry on the conversion process will be valuable.

Here are some other tips to make the mobile conversion process easy to use:

  • Make the learning process of doing tasks easy for visitors, for example adding an item to their wish list or looking up items descriptions.
  • Make sure users can efficiently recover from errors like entering in wrong details.
  • Ensure there is enough space to tap on functions and also highlight anything that a user can interact with to make the mobile experience as efficient as possible.
  • Use autocomplete function with a plugin for the site search facility. This gives them all the available options available like Google and Amazon implement.

Make the Site Trustworthy

When something is trustworthy people are more likely to buy from it. So this means you should include things like testimonials to build trust with users and implement the same techniques employed by a desktop experience.

Some ways to build on trust are:

  • Include contact information to show you are a real person and business.
  • Show social proof with testimonials from previous customers.
  • Display your social media channels so they can connect with you easier.
  • Put a site trust certificate on full view. Also, include other information like third-party security services that look after your site and give users peace of mind while browsing your mobile site.

Keep it Cross Platform

Most users own more than three devices according to Go-Gulf. So they are looking for a seamless experience while browsing your site. Many visitors will start browsing on one device and complete the transaction on another.

What does this mean you have to do?

  • Keep the experience consistent for the user so they can pick up from any device and not feel lost or confused.
  • Has the entire user experience orchestrated, so every eventuality is planned?

Use SMS and Push Notifications

So if you are going to use mobile marketing, then you need to include two of the most effective strategies for mobile conversion. This means using SMS messaging and push notifications.

First up, there is an estimated 75 percent of mobile phones that are able to receive text messages with a 45 percent response rate according to practical e-commerce. This is a fantastic choice for a strategy and here is why:

  • You can get more customer details from them like email addresses.
  • Put in a direct call to action link within the message to make it easier to access the campaign.

Then there are push notifications which can drive success from an app on a customer’s smart device. A great way to get users to download your app is to encourage them with special offers, but exclusively for the app customers. According to Localytics here is why you should use push notifications:

  • Engagement is boosted by as much as 88 percent.
  • Apparently half of all mobile users find push notifications helpful.

Use Urgency

As humans, we act on urges and mobile site users are no exception. This is where you try to make your customers act on impulse and call to action to buy into your campaign.

Some things to try in your campaign:

  • Initiate a fear of missing out the campaign (FOMO) maybe with a limited offer.
  • Encourage immediate reaction to the call to action by using the right type of language.
  • Make it personal by going further than just the customer’s name and tailor the campaign to what the user is interested in.

I hope this roundup was useful and helps to improve your mobile conversion rates, it is important to pay attention to every detail and what your customers want. Hit me up in the comments below if you have any advice to contribute or just want to say hi.

About the author

Jilian Woods is a freelance journalist and a contributing writer having more than two years of writing experience. She sees her purpose in producing and sharing relevant content with people who are willing to expand their knowledge base and learn something new for themselves. Apart from her day job, you may find Jilian engaged in volunteering or doing yoga.

 

Michael Pignataro
co-CEO - Operations at 'corePHP'
Michael spearheads ‘corePHP’s software solutions and service offerings. Focus on sales and marketing for the organization. A huge believer in family and has an amazing wife and 4 beautiful children. Loves camping and hiking.

Michael's philosophy is simple: "If you can dream it, we can do it."