Mobile Conversion Rate- How to increase it?

Adobe recently published mobile retail report 2016. The report mentions desktop conversion is 2.8X higher than mobile conversions and tablets 2X higher. Clearly, purchase is driven by “larger screen.”  The report also highlighted the fact that mobile shoppers abandon their shopping cart as cart conversion rate on mobile is 16% as compared to 26% on desktop.

2016-device wise conversion rate

However, interesting part is smartphone traffic is on rise and is contributing around 30%-35% of the overall traffic. And with conversion rates as low as 1% on mobiles, retailers have to look at innovative ways to improve conversions on smartphones.

Key strategies to increase Conversion Rate on Mobile

 

  • Understand user’s intent

Looking at above numbers, clearly smartphones are used as, by choice, more of a browsing medium than final purchase medium. Thus, it becomes imperative for retailers to optimize for 2 paths:

  1. Perusal Shopping/Browsing the products
  2. Purchasing

Thus, it becomes crucial that retailers understand whether a visitor is coming to purchase or just browse. There are various signals viz. time of the day, location, source from which user is coming, etc which are available to understand the visitors’ intent; basis which retailers can provide requisite experience.

As per a research (online questionnaire) conducted by Google along with Ipsos, in the US on a sample size of 500, it came out as 68% only browsed or looked for products in the last 30 days of shopping activity on their phones.

shopping activity on mobile phones- think google

 

  • Optimise for what mobile does best:

Retailers should understand what visitors are doing the most from their smartphones- viewing product, adding to cart, or purchasing (if they are) and optimize everything for that. Optimize paid media campaigns with what visitors does most. Does flash sales work better on mobile than desktop. Does cost of getting user signed in cheaper on mobile than desktop? Retailers need to understand what user is doing when they come to their website through smartphones and give them exactly what they want to engage them.

As per a research (online questionnaire) conducted by Google along with Ipsos, in the US on a sample size of 500, it came out as 51% of people where comparing prices when they were in-store.

 

Instore shopping activity on phone-google2016

Sephora understood that their users are looking for product reviews when they are in store. Hence, they enabled “product reviews” for their products for the users to check them out on their smartphones while they are shopping.

Understanding key things users do while they are shopping, viz browsing products, compare prices, reading reviews, and discounts/offers, retailers can optimize their mobile channel for the above and make the users coming back. They also need to calculate their RoI basis the above.

 

  • Cross device experience and tracking:

Very clichéd but still not done by many. Taking a cue from “optimize for what does best”, retailers need to implement marketing automation and cross device remarketing techniques to leverage the power of smartphones completely. Let’s assume that users are doing “Add to cart” on their smartphones. Retailers should do cross device retargeting and send them personalized emailers reminding them of the product in their cart along with some incentive to convert, if possible. Another important way to understand the impact of cross-device is by knowing where did users came to your website first.

 

  • Making Users used to mobile

A lot of the time, mobile users are window shopping/browsing the products. They are comparing products, reading reviews and looking for that final push/motivation to buy. Offering mobile specific coupon/offers will aide that final conversion. This way users will get more and more confident on buying on mobile.

 

  • Quick and Easy Checkout

Nobody likes to fill lengthy forms with lot of information. Filling in credit card information on mobile is a problem. Asking user to complete address is a big no-no. If the visitor is a repeat customer, brands should auto fill all the information like name, address, telephone number etc to smoothen the process. For payments, if possible, partner with wallets to enable 1-click payment solutions.

 

  • Test and Execute

Never assume anything. Brands need to test everything- design, user flow, checkout flow, copy, etc. Test your hypothesis and implement what gives you the most optimal results.

 

Let me know if you have any use any other strategy for improving conversion rates on mobile. 

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