CRO for mobile has become increasingly important in recent years as mobile traffic continues to grow and dominate global internet usage. Mobile devices have become a preferred choice for consumers to browse, research, and make purchases online.
In fact, Statista reported that Canadians spent 28 billion USD on mobile e-commerce in 2021 alone. As a result, businesses must prioritize mobile optimization to improve their conversion rates and increase revenue. In this article, we will explore what CRO is, why it’s important for mobile, and how to improve your mobile CRO.
What is CRO Marketing?
Conversion Rate Optimization (CRO) is a marketing strategy that aims to increase the percentage of website visitors who take a desired action. The process involves analyzing user behavior, testing different elements, and making data-driven decisions to maximize conversions.
What is CRO for Mobile?
CRO for mobile refers to the marketing technique of optimizing the user experience of a website or app for mobile devices. It involves analyzing mobile user behavior, testing different elements, and making data-driven decisions to improve the website or app conversion rate on mobile devices.
Why Mobile CRO is Important
If you’re a marketer or business owner, it’s crucial to understand the importance of mobile conversion rate optimization (CRO) for effective digital marketing. If your mobile experience is not optimized for conversions, you risk losing out on potential revenue and customers.
Here are four benefits of optimizing your mobile experience:
In Canada, there are approximately 33 million smartphone users, which means a large portion of the population is browsing and shopping on their mobile devices. In fact, according to Statista, 82% of Canadians shop online, and this number is expected to grow.
But it’s not just about online shopping. Canadians also spend an average of 4.2 hours per day on mobile apps. This provides plenty of opportunities for businesses to engage with their customers and generate leads on mobile.
By optimizing your website for mobile devices, you can increase revenue by providing a better user experience to mobile users. According to a study by Google, 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visit a competitor’s site instead. By improving the mobile user experience, you can reduce bounce rates and increase the likelihood of conversions.
Understand Your Customers
In addition, analyzing mobile user behavior can gain valuable insights into your customers’ preferences and behaviors. This data can help you make informed decisions about your website design, layout, and content to create a more personalized experience for your customers.
Increase Customer Lifetime Value
By providing a better user experience to mobile users, you can increase customer lifetime value (CLV). A positive mobile experience can lead to repeat business, word-of-mouth referrals, and higher customer satisfaction.
How to Improve CRO for Mobile
Now that we’ve established the importance of mobile CRO, let’s dive into some strategies to improve it.
Do Your Research
First, you need to conduct research into how your website or app is currently performing. Analyze your website’s analytics to see how visitors behave on mobile devices. Pay attention to which pages have the highest bounce rates and where users drop off in the conversion funnel. This information can provide valuable insights into how you should be updating your website.
Mobile-friendliness is key to improving your CRO for mobile. Ensure that your website and landing pages are optimized for mobile devices. Use a mobile-first approach when designing your website, and make sure your pages are easy to navigate and read on smaller screens.
Optimize App and Page Speed
Mobile users have short attention spans and expect websites and apps to load quickly. Optimize your app and page speed, so users don’t abandon them before they even load. You can use tools like Google’s PageSpeed Insights to identify areas for improvement.
Use a Responsive Design
A responsive design ensures that your website looks and functions well on any device. This is important because users should be able to easily access and use your website from any device, without having to zoom in or out to interact with content.
Design for Thumbs
When designing for mobile devices, it’s important to keep in mind how people use their thumbs to interact with the screen. Make sure buttons and other interactive elements are large enough to be easily tapped with a thumb. Be sure to keep them within reach of the user’s natural thumb position.
Design Your Forms for Mobile
When designing forms for mobile devices, keep them simple and intuitive. Use large buttons and input fields, and minimize the number of required fields. Avoid using drop-down menus and other elements that require precision clicking. Again, keep in mind that users are typically using their fingers, which is less precise than a mouse click.
Add Search Filters and Categories
E-commerce search filters and categories can help users navigate your mobile site or app more easily. This is especially important for e-commerce sites with large inventory. By adding search filters and categories, you can help users find what they’re looking for quickly and easily.
Leverage Mobile Strengths
Mobile devices have unique strengths, such as location tracking and camera functionality. Consider how you can leverage these features to enhance the user experience and improve conversions. For example, you can use location tracking to offer personalized recommendations based on the user’s location. You can also offer camera functionality on your website to scan QR codes for discounts or special offers.
Track Your Analytics
To improve your mobile conversion rates, you need to know what’s working and what’s not. Use analytics tools like SEMRush to track your mobile traffic, including bounce rates, page views, and conversion rates. Analyze this data regularly to identify areas for improvement.
Address User Experience (UX) Issues
Addressing user experience (UX) issues is crucial for improving mobile conversion rates. UX issues can include slow page load times, difficult navigation, or confusing layouts like the one in the example above. By addressing these issues, you can improve the user experience and make it more likely that internet users will convert.
Simplify Mobile Checkout
One of the most important factors in CRO for mobile is simplifying the checkout process. Mobile shoppers expect a seamless and easy checkout experience, which means that anything that slows them down or causes frustration can lead to abandoned carts and lost sales.
To simplify the mobile checkout process, consider reducing the number of steps required to complete a purchase. Limit the amount of information customers need to enter, and make sure your payment forms are optimized for mobile devices.
Integrate Digital Wallets
Digital wallets, such as Apple Pay and Google Wallet, are becoming increasingly popular with online shoppers. By integrating digital wallet options into your checkout process, you can make it faster and easier for customers to complete their purchases.
Digital wallets eliminate the need for customers to enter their payment information manually, reducing the amount of time and effort required to complete a transaction. Additionally, digital wallets offer additional security features, which can help increase customer confidence in your checkout process.
Utilize A/B Testing
Finally, A/B testing your website or app is a valuable way to improve your CRO for mobile. By testing different variations of your mobile site or app, you can identify the most effective design and content elements for driving conversions.
To conduct A/B testing, create two versions of a page or screen, each with a different design or content element. Then, randomly direct users to one of the two versions and track which version results in higher conversion rates. Use the insights gained from A/B testing to make data-driven decisions about which design and content elements to implement on your mobile site or app.
Final Words: CRO for Mobile
In conclusion, mobile devices have become an integral part of our daily lives and have completely transformed the way we interact with brands and make purchases. Therefore, it’s essential for businesses to prioritize their mobile CRO efforts to increase conversions, improve user experience, and ultimately boost revenue.
By implementing the tactics in this article, businesses can create an exceptional mobile experience for their customers and increase conversion rates. You can find more tips & tricks on how to level up your digital marketing on our blog.