Gone are those days when everyone surfed the Internet only from desktop and laptop computers. Now the most of online visits are coming from different portable devices. And some of the people have even completely replaced their computer with different types of mobile devices.
That’s why no matter what you’re already doing about conversion rate optimization (CRO), it’s time to direct your efforts to mobile optimisation. Mobile CRO is no longer an optional extra effort, but must-have for every business. Look at these charts and just think about the numbers:
Mobile Device Usage: The Stats
Distribution of device usage by age:
When developing your mobile website, it’s totally wrong to consider people will behave themselves being on the mobile in the same way they do when using a desktop device. Actually, there’s maybe only a part of the content that needs to be included to a mobile version of your website, compared to a desktop version. To define better what to include, think about your visitors’ needs when they are on the go. It may be easy navigation, a phone number, easy to click links, an ability to find desired information in a couple of clicks, etc
All this leads to one simple fact: mobile CRO is now a crucial part of your general CRO strategy. Here are some of the key areas you need to think about to improve conversion rates
Key scopes to improve for mobile CRO:
- Load time of a mobile website
- Simplified navigation with simple and short headlines
- Easy-to-use buttons
- Key info appears above the fold line
- Text and images are easy to read on the small screen without zooming and scrolling
- Device optimization. Make sure your mobile version is good at different devices. Crash analytics from Maxymizely can be also useful in this case; check it out in our demo.
- Clear call-to-actions
- Consider unique mobile use cases precisely for your business (e.g. directions to your physical store)
- Pre-populated fields (a phone number and address)
- Easy support (simple one-click dialing)
5 Techniques and Relevant Tools to Improve Mobile UX
- Use general website analytics suites like Maxymizely or Google Analytics. Segment your visitors to see the behavior of your mobile audience and analyze such metrics as the time spent on your website, the number of viewed pages and the reached goals, etc.
- Use specialized for mobile analytics tools, such as ClickTale and Hotjar. These tools provide heat maps, session playbacks, and also the tracking of just mobile gestures such as tap, double-tap, zoom, pinch, scroll, swipe and tilt.
- Stakeholder interviews are also a good idea to get feedback from people who work with your website on a regular basis
- Customer feedback survey tools like Qualaroo help to ask for customer feedback through your site on a mobile. It’ll help you to find mobile specific issues.
- User testing via special program soft helps to get a clear picture of how ‘real’ users find their way through your website. You may use for this case such a tool as UX Recorder.
5 A/B Tests for Mobile You Should Try
- Mobile vs Desktop. The first and the simplest test. Compare two variants in reaching your business goals: a website with only desktop version vs. a website having a mobile version with content especially suited for different types of portable devices.
- Testing website layout. Try to test different website layouts, with and without advertising as an example, or with different types of navigation bars.
- Place the most important stuff at the top of the mobile version of your website and compare the results ‘before’ and ‘after’.
- Test single elements, such as CTA at the button or a picture in your header.
- Don’t be afraid of changes. Don’t be afraid to change the approach to design. Try something completely different using split-testing. As an example, try icons instead of a list of categories depicted as text, try different CTAs and layout.
Don’t limit yourself in experiments with Maxymizely! And always feel comfortable to reach us for free consulting in setting your A/B or MVT experiments rightly.