Recently, there has been a tremendous amount of buzz regarding mobile-friendly algorithm changes instituted by search engines. Given the amount of traffic that has increased from mobile devices over the last year, such changes certainly make sense, yet many website owners still struggle with mobile website conversions.
Before you can understand why your mobile website might be experiencing difficulty with converting, it is first important to understand what consumers actually do on their mobile devices. Consumers are using their mobile devices to do everything from locating a business to finding out more about products and services. Consumers are now even using their mobile devices to make purchases.
First Impressions Matter
With that said, first impressions are important, and if a consumer does not have a good first impression with your website, he or she will likely leave and never return. The reasons for a poor first impression include slow loading times and inability to read the text on a small screen. When consumers are on a mobile device, they are usually on the go and seconds are vital. That means you have very little time to make that all-important first impression. Most consumers simply do not have the time or the patience to wait for a page to load and may go to the competition if they cannot get the information they want from your mobile website.
So, what can you do to make your website mobile-friendly and encourage visitors to stick around? First, recognize that having a mobile website is no longer simply something that is nice to have but a necessity to succeed in business. Beyond that, the following tips can help you design a mobile website that is user-friendly and more likely to convert.
Carefully Planned Mobile Website Navigation
Carefully consider your mobile website navigation. When visiting a site on a mobile device, users must contend with a smaller screen size, so it is vital that your website content fits the screen. Furthermore, try to eliminate as much tapping, pinching, and scrolling as possible. Content should always be easy to read without the need for users to zoom in. Keep your website copy simple and concise while avoiding overcrowding your webpage. Load time is vital. Avoid slow loading times, and make sure that your mobile site’s most important content is located above the fold.
Remember that visitors are coming to you from a mobile device, so take advantage of opportunities to make it easier for visitors to contact you, such as click-to-call functionality. Including maps with your location can make it easier for customers to find you. Consumers also tend to appreciate the ability to store their user and payment details to increase transaction speeds.
Remember, the easier you can make it for mobile consumers, the more likely they are to convert.