What’s stopping your mobile site from converting as well as it should?

Piranha Designs - Thursday, May 23, 2019

If your experiences as an online business owner have been anywhere near typical, there’s a good chance that you will have seen the amount of mobile traffic received by your site creep higher and higher. Indeed, it was back in 2016 when mobile page views overtook desktop for almost all websites. Alongside this trend has been a tendency for mobile conversions to also gradually go up.

One other thing the statistics seem to tell us, though, is that customers tend to still prefer desktop and tablet devices for placing those really big orders.

This presents a difficulty if you’ve been focusing a lot lately on optimising your mobile ecommerce site design. If your online retailer’s conversions via mobile seem a little sluggish, what could be causing the problem – and is it even your fault?

Not all causes of poor mobile conversions are easy to address

Fortunately or unfortunately, there are certain things inherent to mobile sites – even the very best ones – that can act like a drag on their conversion rates.

There’s a good chance that a prospective shopper browsing your site via a desktop computer, for instance, is enjoying a faster Internet connection than the typical mobile user. The latter, after all, often access the web on their devices through public Wi-Fi connections. If they were simply sat at home or in the office, many of them would surely use the frequently faster hardwired connections available on their desktop computers instead.

The bigger screens that desktop devices offer over mobile ones can make a big difference as well, as they enable more information to be shared within the visitors’ view, with regard to navigational menus, products and search options alike.

Oh, and mobile users also often just have more distractions to contend with than desktop shoppers, in the form of social media alerts, text notifications and any messages that may come in from other apps installed on their device.

But there are still some things you can do to boost user experience

So, we’ve established a number of issues that can be tricky to overcome as far as bolstering mobile conversions is concerned. But that’s no reason to be fatalistic, given the wide range of measures you can adopt to minimise the impact of these problems.

The speed of your mobile site is certainly imperative, which is why you should go to every length to compress images, scripts, CSS and HTML without adversely affecting other aspects of the user experience.

All manner of ways also exist to optimise category and search results – even just fitting product thumbnails into two columns, to enable visitors to see more options without having to scroll, can make a significant difference.

Oh, and you might also want to look into how you can allow for cross-device and generally more seamless shopping – such as the use of ‘persistent carts’, which retain products that the customer has stored in them for later reference, even if the customer moves away from the site.

Ask us about our high level of mobile website design expertise

The above are by no means the only steps that you might take to refine your mobile website’s effectiveness – so why not contact our capable and seasoned experts today for advice tailored to your own site’s specific requirements?

Get in touch with us in Gibraltar, London or Edinburgh today for an in-depth discussion about how we could assist you in achieving formidable increases in your mobile conversions this year.

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