Let’s talk about one of the most painfully obvious things you can do to improve your website and increase revenue. We are talking about optimizing your mobile for conversions. We will walk you through how you can fix this by first identifying your relative mobile conversion rate, addressing speed issues and finally enhancing your UX through mobile CRO.
Links in this episode:
- https://winonmobile.withgoogle.com/
- https://www.thinkwithgoogle.com/feature/testmysite/
- https://developers.google.com/speed/pagespeed/insights/
Episode Notes
When you talk about mobile and improving mobile experience, with the goal of increasing your revenue, there are two things you should consider: Speed and UX.
Thus, you need to know what Core Web Vitals you need to check and what patterns in your data you should look out for. Otherwise, you will find it challenging to generate conversions on your mobile website.
Importance of Mobile CRO
To those who don’t know, Mobile Conversion Rate Optimization is a way to improve the macro-conversion on your mobile website. It’s important to understand what mobile CRO is because, compared to desktops, mobile traffic represents the highest volume of web traffic.
Aside from the increasing number of people accessing the Internet using their mobile devices, tablets and smartphones tend to have smaller screens. This makes a huge difference when browsing using desktops, as browsing on bigger screens is more relaxed and less likely to be on the quest for immediate information.
Meanwhile, websites are often built for desktops or laptops. This explains why despite becoming a popular way to go online, conversion rate, revenue, and average order value are lower on mobile than on desktop. It also shows that people nowadays are more dependent on their mobile phones, yet not many businesses are taking advantage of it.
That said, you need to make a website that welcomes both mobile and desktop users and get them to convert. This means that you should concentrate on your website’s speed and user experience while applying the general rule of the traditional CRO.
Otherwise, you risk losing potential customers.
Mobile CRO Stats You Need to Know
So, let’s talk about important mobile CRO stats.
According to a 2021 mobile e-commerce report, at least 67% of consumers are already using retailer apps and 77% of them are from the US. However, 67% of retail app users are just window shopping.
Even if the consumers already know the price of the product, they still use their mobile device to compare prices. It’s like a consumer goes to a store to check on the product and then goes to another to compare the price.
What does it mean in terms of e-commerce? Well, experts have forecasted that by the end of 2021 at least 53.9% of the annual e-commerce sales in the US will come from mobile commerce.
And what’s huge is that the world’s mobile commerce sales can go up to 72.9%. That amounts to at least 3.5 trillion dollars!
Welcome to the New Era
You might be asking, “Why should I optimize my conversions for mobile?”
For a long time, websites are often built for desktop, despite ensuring that it’s mobile responsive. But with the increasing number of mobile internet users, mobile optimization has also gained popularity. That’s because people are busy and have no time to wait for a web page to load.
When we say “mobile optimization,” it refers to optimizing your website for mobile devices.
So instead of just compressing or rearranging the content on your desktop website, you have to ensure that it is also suitable for mobile devices.
Improving Your Mobile Website
Since developers and marketers have acknowledged that mobile optimization is a preferable strategy to generate more customers nowadays, let’s talk about how you can make a huge improvement on your mobile website.
Lina Hanson from Google has created a metric called relative mobile conversion rate. To compute it, take your mobile conversion rate and divide it by your desktop conversion rate.
Say your mobile conversion rate is 2% and your desktop conversion rate is 4%. So, it’s 2 divided by 4. Meaning your relative mobile conversion rate is going to be 50%.
This has pretty much got nothing to do with an actual conversion rate. This just shows how much worse mobile is compared to desktop.
To improve your mobile website, the first thing you should look into is speed, particularly multiple speed.
For example, when you’re waiting for the bus to arrive while checking a website on your mobile device that’s loading slow, chances are you’re going to abandon it once the bus has arrived. As for desktops, you’re just sitting in front of the computer and you know you won’t be going anywhere. So, when you’re loading a slow website, it’s much more tolerable.
The next thing you need to do is to identify three to five competitors that you have in your space. And then go to their websites and test it. You want to see how you can stand against your competitors so you can outrank them.
Understanding Core Web Vitals
Core Web Vitals are a set of factors that Google considers important for an Internet user’s overall experience. These also refer to three specific metrics that measure page speed and interaction:
- Cumulative layout shift. It quantifies how many elements jump around while the page is loading.
- Large contentful paint (LCP). It quantifies how long it takes for the largest element in the webpage to become visible to the user.
- First input delay. It quantifies how long it takes for the user to respond.
These metrics are basically Google’s way of sizing up your page’s overall UX. So, what you want to do with these metrics is find out where your stance is. You can do that by doing a Pagespeed Insight or GTmetrix test and looking at the values for CLS, LCP, and FID.
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