Love your mobile to increase your conversions

Challenge for this week - dedicate one page on your website to mobile to increase conversions for your mobile traffic 

 
Love your mobile to increase your conversions
 

Welcome to week 1 challenge to increase your online business conversion rate. I’ve been writing this blog for a few months now. When I started out I wanted this to be hand’s on information that small business owners, solopreneurs, mumpreneurs and micro businesses were able to use in a practical and immediate way. Speaking to some of my seminar attendees and readers, I'm now going to make a slight adjustment and provide a weekly challenge so that you’re getting a practical 'to-do' to try on your own business and see if you get a bump in your online conversions. 

Please do let me know how you find this new format - and I’d love to hear about any successes you have. 

The Mobile age is past here

To get started, I’ve chosen mobile and the impact that not being properly optimised for mobile has on your conversion rates. 

Mobile is now starting to outstrip desktop computers as the preferred browsing device for people. Certainly the number of users of mobile now exceeds desktop users. While many people are happy to say that people will commence browsing and researching a product or interest on their mobile and then move across to their desktop to complete the transaction, this is not a sustainable argument. All the market signals indicate that you need to make mobile a better user experience or you’ll lose the sale. For example, Google can’t make it any clearer with their stand on non-ready mobile sites. They will mark you down in the search results. A recent study indicated more than 70% of users expect multi-device experiences from a brand and a good user experience on their mobile. 

Businesses that don’t have a mobile-ready site, that’s optimised to be speedy with succinct content will likely be losing a good proportion of their traffic as people get too frustrated at the slow load speed or content that goes on and on.

How's your mobile-ready site?

But rather than me just yacking away, try the following to see if you’ve got a problem with your own website. 

Log on to your Google Analytics and follow the steps below. If you don't have Google Analytics or another analytics package set up, you might be interested in reading 'What don't you know about your business'. We’re going to look at what your bounce is for your mobile visitors. 

Login to Google Analytics and from the left-hand menu select Audience > Mobile > Overview
This shows you the split between desktop, mobile and tablet viewers. 

Google Analytics screen showing mobile bounce rates

For each device category, you can now see the bounce rate, session time and if you’ve got a shopping cart the dollars on each device. If your bounce rate is high and  your session time is short (ie. seconds) then indicates that people on mobiles aren’t even waiting for your page to load completely before moving on. How many sessions is this? Is this a concern? After all these are potential sales that have not even bothered to stick around to see what you’re offering. 

What’s the criteria to be mobile ready?

In the mobile space you need to be able to check off the following: 

  • be quick to load (so check all those large images and careful of things like large infographics that just won’t be able to be read on a mobile device)
  • be quick and to the point with your benefits & features summarised succinctly before the call to action
  • be easy to navigate and find all the information that they need to make a conversion - preferably all on the one page or in a logical sequence. 

So this week’s challenge is to create a mobile specific landing page and see if you can increase your conversions. 

What you need to complete this challenge

I’ve designed this challenge based on your site being mobile responsive and that you have access to your CMS to create a new page. If you don’t have either of these, you can still do a version of this challenge, however, you’ll need to engage your web developer to get a mobile specific page ready to go.  

Example for the challenge

I’m going to use the following example to explain step by step what’s in the challenge. 

I’m running a specific campaign through Instagram to drive people through to my website. I’m promoting a seminar I’m running and my main call to action is to capture the email address of the visitor to send them more details of the upcoming seminar and dates. My original landing page before I optimised it was about getting people to register for any number of seminar dates that were available. 

I've deliberately changed my goal for the page because of the people that I'm driving through to it ie. Instagram users, so they're likely just hearing about the seminars for the first time and they will most certainly be on their mobile so I want the call to action to be really simple and with minimal barriers. 

I'm also wanting to reduce the content so there is less to read/consume and I don't want to lose their attention before they reach the call to action at the bottom of the page to give me their email address to get some more information about the seminar.  


The challenge 

Step 1

Select a page on your site that you want to optimise for mobile. Look at the bounce rate and average conversion rate for the page - making sure your just looking at the mobile users. You want to be able to compare apples with apples. Make a note so you've got a benchmark to use. You want to see whether you beat these rates after you’ve run your mobile specific page. 

a. In your Google Analytics account, from the left hand menu select Behavior > Site Content > Landing pages
b. Select the page that you want to use as a benchmark. 
c. Now select ‘secondary dimension’ from the menu above the table. 
d. From the drop down menu select Users > Mobile (including Tablet). This will display a new column with mobile users.

Look across the columns to see the bounce rate for your chosen page. Is it high? Look at the Conversion rate. Make note of both and the date range so you can use this as a comparison after you’ve run your new mobile optimised page. 

Step 2

Create your new landing page or modify your existing page. Focus on the content - make it tighter and more succinct, introduce headings, sub headings and bullet and numbered lists. Then look at the layout and in particular where does the call to action sit. Some rules to follow with your call to action.

  1. It should also be specific to mobile (so don't ask them to do something that will be difficult or complex if you're site is not mobile ready).
  2. One call to action per page. 
  3. If it's a form - reduce the number of fields if you're asking for more than email and name
  4. Make sure all your images are optimised and load quickly. Read how to optimise your images with tools to help you do it for free 

Be sure to stay in mobile view (if your CMS has it - and most do or there might be a plugin that allows you to see the responsive view) so you’re focused on the smaller screen size experience. 

As a challenge, try and take from the original benchmark page and halve the content. If possible create a number of bulleted lists to make it easy for the user to scan. 

Remove any other elements on the page that are not specifically about your topic. 

In my example below, the page I’m reworking has many dates and information on the location as well as well some ‘call out boxes’ that I’m going to remove. This is not information the visitor needs immediately. Remember I’m just trying to get them to give me their email address so that I can send them detailed information so they can read it later. 

I’m also going to have one call to action on the page, rather than a few. At the moment I’ve got the register buttons as well as register for other dates and my contact details. 

Step 3

Below is the reworked mobile specific page. I’ve matched creative that I’m using in Instagram as well as changing the title. I’ve shortened and reworked the content and removed some components. 

These are the before and after pages. 

 
Before mobile optimised

The reworked page

The reworked mobile page
 

You can view these pages here:

Before & After

Step 4

Now test the speed of the page by going to https://developers.google.com/speed/pagespeed/insights/ 

If there are issues then you’ll need to work through these with you’re developer. If the main issues are with your images being too large, then you can use this article here to reduce the size of them

You can see while I’ve managed a great user experience I still have a few things to work through with around scripts, font sizes and images. Most of these I’ll need to refer to my web developer or remove scripting for some add on’s I’ve been using on site like an email collection box. 

 
Speed test example
 
 
Speed test example
 

Tip: Don’t assume that add on’s and developers have speed in mind when they create these things. Sigh.
 

Step 5

That’s it. 

Now track for a week or so. 

Technically you need a statistically meaningful number of visits to properly test this. But for the purposes of this exercise, keep running it until you get about the same volume of traffic - hopefully over the same period of time. Any statisticians reading this will be rolling their eyes at this approach - it’s not a statistically pure testing method - however for the purposes of tracking to see a difference, it will give a good indication if it’s: 

  • giving you more conversions  for mobile visitors AND
  • a lower bounce rates for mobile visitors. 

So good luck - and go forth and prosper my friends. 

Gratefulness: 

For mobile v desktop usage stats
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Reference to the Adobe study http://contentmarketinginstitute.com/2015/10/youtube-social-media-podcast/