Have you tried using QR codes, SMS, or NFC to increase mobile traffic, but are noticing little to no mobile conversions? You aren’t alone!
If your website is not mobile friendly, you will be lucky to see any conversions. That’s no surprise. However, what is surprising are the studies that have come out recently that show responsive sites are doing no better than non mobile desktop formatted sites.
In case you are not familiar with the terms, responsive sites are websites that rearrange content to fit mobile devices properly. Experts have been saying all sites need to be responsive, and this article isn’t arguing that, it just makes the studies that more shocking.
Marketingexperiments.com did a very in depth experiment in how effective responsive sites were increasing mobile conversions, and they found no increase what so ever in conversions.
But how can this be?
If a site is mobile friendly, why wouldn’t we see an increase in mobile conversions?
Mobile Responsiveness is Not Enough
A recent case study done by LoyaltyReward.co sheds some light on what is missing from responsive sites. LoyaltyReward.co A/B tested a responsive site vs. a simplified mobile site (made with their mobile site builder) that offered a coupon and quick tap to call links.
The mobile site that was specifically designed to gather users data in exchange for a coupon had a 55% conversion rate. The responsive mobile site did not increase conversions, but the mobile coupon site increased actual calls to the restaurant 10 to 1.
The coupon site served just a few purposes: limit friction, gather leads, and increase click to calls, and it did a good job of doing all of that.
The studies from Marketing Experiments and LoyaltyReward.co are surprising, but they shouldn’t be. People using their mobile phones are on the go or about to be on the go.
Mobile users don’t surf the web on their phones like they do desktops.
If someone is hungry, they check their phone to find somewhere close to eat. If they find a coupon, making a decision on where to go becomes a lot easier. The studies prove that in order to increase mobile conversion rates, you have to create a frictionless experience. (tweet this)
Responsive sites have too much content and are too distracting to notice any increase conversions.
Here are 5 ways to increase mobile conversion rates, given the data we have received.
- Less is More: When people are on their mobile devices, they rarely have the time or need to view entire website’s content. Mobile users generally have a specific reason for visiting your mobile site: they are looking for a easy way to contact you, looking for specific businesses near them, or they are window shopping and looking for a reason to shop with a particular company. So keep mobile sites to the point. Don’t distract them with all your content on your mobile site.
- A Frictionless Experience is Key: Point 1 above is included in this. When we talk about friction, we are talking about design elements and barriers users go through on your site. For example, scrolling or excessive links to navigate will create extra friction. If you want more mobile users to call you, have a easy click to call button at the top of the header. If there is a promotion you want users to see, have it on the first fold. Don’t make users scroll down on your site forever.
- Offers: A lot of the time, mobile users are window shopping. They are on the go looking to be persuaded. Offering mobile users a coupon, as done in the LoyaltyReward.co study, is a great hook to persuade mobile users from going to the competition.
- Keep Users Coming Back: Mobile is unique because user are more willing to interact and respond to a call to action on their mobile devices. This gives businesses the opportunity to collect valuable data, such as phone numbers and emails that can be used for future marketing endeavours.
- Keep Users Engaged: Offers could be used to keep user engaged, but you can also use contests, videos, image slides, or games. These will help reduce your bounce rate tremendously. If users first see a bunch of text as soon as they visit your mobile site, they will likely leave.
Have you seen changes in engagement with your mobile site? Is it what you expected?