Much has been said online about search engine optimization, and the savvy marketer knows the importance of keywords and tags to ensure that a website ranks well in the search engines. Yet, sometimes you can do all you can to ensure that your site ranks well, only to find that people hit the site, and bounce away before they make a purchase or sign up for your newsletter. If you have a high bounce rate, then it’s time to pay attention to conversion rate optimization.
Conversion rate optimization refers to taking measures to ensure that the site’s visitors do what you want them to do when they arrive at your website. Whether your goal is to get them to download your app, make a purchase, or sign up for your newsletter, customers should be doing that! If your visitors are leaving before they perform that action, your conversion rate optimization is failing. It’s time to take a closer look at your analytics to determine how to best encourage customers to make that jump.
Conversion Rate Optimization – Consider the Mobile User
One aspect of conversion rate optimization that many website owners overlook is optimizing a site for the mobile user. This is a multi-device world, and that means that your website needs to be optimized to properly convert no matter what type of device your user is using. If you are experiencing a high bounce rate, it may be that your site is simply not optimized for mobile users.
Optimizing for the mobile user is vital to our online marketer success. According to eMarketer, U.S. Retail mobile commerce sales should approach $77 billion by the end of 2015. This is a 32.2 percent increase over the 2014 reports. By 2019, mobile commerce sales may reach $153.50 billion. If your website cannot reach users on a tablet or smartphone, you are losing sales.
Problems Hindering Mobile Users from Converting
If you have discovered that your site is not properly reaching mobile users, it’s time to take a closer look at the site to determine what needs to change. Common reasons why mobile users leave a site before taking an action include:
- Slow loading speeds on mobile devices
- Difficult navigation on mobile devices
- Inconsistent user experience across devices
- Lack of sufficient information on mobile-friendly sites
Which of these four problems affects your mobile users? Have you tested your site and analyzed its various pages to determine where the problem lies? Find the problem, fix it, and ensure that mobile users have a positive experience on your site. You will see a quick improvement on your overall conversion rate once you do.
How Mobile Users Convert
When focusing on conversion optimization for mobile users, be careful what action you are directing the user towards. Forbes warns that mobile users do not like to fill out forms. Typing on a phone or tablet is too much of a pain. Instead, ask the mobile user to make a purchase, download an app, or use their device to call you using click-to-call buttons. These are the types of conversions you will get with mobile, and they will draw more business to your company.
Mobile optimization is not something you can afford to overlook. Internet Retailer indicates that mobile shoppers convert 160 percent more often if a site is optimized for smartphones. Google favors mobile-optimized sites in the search engines, and your users are going to stick with you only if they are able to access your site on any device. With these realities, your conversion rate optimization plan must include a plan for mobile optimization.
Among other things, the Inbound Marketing Assessment includes a mobile optimization component that will give you a good idea of the level of mobile optimization your site incorporates, and how you can improve. Click the button below to get started with your Inbound Marketing Assessment and identify the gaps in your conversion rate optimization plan.