Mobile Dominance Online
The way users connect to the internet, what devices they use, and how they spend their time online has changed a lot over the years. The report on cross-platform shows that mobile users represent the 65 per cent while desktop now represents only 35 per cent of the time spent on the internet.
While users visiting your website from a desktop are still important but if you are ignoring the mobile users, you are making a serious mistake. It is much more than creating a mobile-responsive website.
Mobile conversion strategy
A mobile conversion strategy is a must for every business these days. A strategy that will help you increase mobile conversions (and sales) to capitalise on mobile value.
Here is a basic overview of how your mobile conversion strategy should look like.
- Identify micro-moments that provide instant gratification to mobile users.
- Measure cross-device conversions.
- Track the customer journey and the conversion stage in the conversion funnel.
- Measure, monitor, and tweak the conversion funnel to increase mobile conversions.
Let us discuss these phases in detail.
The starting point
When as high as 65 per cent of your target audience is visiting your website from the mobile phone, you must optimise your website for mobile devices.
This can only be done if you understand the importance of traffic and you believe in superior customer experience. The mobile users expect instant gratification. There is no delaying since they now live in an era where they are used to getting instant gratification such as uploading a video on a social network, instantly chatting with a customer support agent on an online store, purchasing their favourite product from an online store, etc.
There is no wait.
This is what exactly your mobile users expect from you.
They expect instant gratification, instant result, and instant pleasure.
The first step is to identify those micro-moments that your users love such as an option to chat live right now or maybe an instant free download. These micro-moments develop instant gratification which helps with the user experience.
As a starting point, you need to do two things:
- Optimise your website for mobile.
- Identify micro-moments for instant gratification
Need for measuring cross-device conversions
Optimising your website for mobile and providing instant gratification is not just enough. ‘Measuring the mobile performance’ and ‘tweaking your mobile strategy’ are the two crucial steps of the mobile marketing game.
You should know what works for your mobile users (to replicate it) and what isn’t working (to stop doing it). This calls for a rigorous mobile strategy to measure the mobile conversions, mobile sales, and mobile performance, and then eventually tweaking your strategy accordingly for improvement.
Unfortunately, tracking mobile performance has long be ignored by the marketers and businesses since it is not that simple. But it is not impossible. You can now track and monitor cross-device conversions easily. Google AdWords tracks cross-device conversions.
The idea is to track conversions individually based on the devices including mobile, desktop, tablet, and others. What’s the benefit?
This helps a lot in monitoring which devices perform better than others and in providing answers to questions related to conversions and sales.
Understanding a mobile visitor journey
A conversion funnel tracks the journey of a visitor from being a visitor to a lead and then in becoming a customer.
A traditional conversion funnel will look something like this.
- A visitor will click on an ad and will land on your website.
- The visitor will see your website.
- While viewing your website, the visitors think and develop different perceptions about your website, business, and products based on their experiences.
- After going through a critical thinking phase, the visitors take action and become a buyer.
- The final phase is where you develop a relationship with your buyers.
It is crucial to understand at what stage a potential customer is when he visits your website. Mobile visitors do not convert instantly.
You can create a conversion funnel in Google Analytics. This step-by-step guide will help you create a funnel in Google Analytics.
A conversion funnel will track conversions across multiple devices, will identify the best converting traffic channels, and will help you analyse what works best for mobile users.
Critical metrics to watch out for
How good or bad your business is dealing with the mobile users can be analysed by looking at a few metrics. Almost all the analytic tools track these metrics including Google Analytics.
- Mobile vs desktop unique sessions
- Pages per sessions
- Desktop and mobile conversions (if tracked)
These metrics will show you how your business is performing for mobile users. Not all the websites see an increase in mobile visitors over the years, for instance, if you have a web-based online application, you will not see a lot of traffic from mobile. Makes sense.
These metrics will show you how your business performs and how good (or bad) it is dealing with mobile users.
Not just the metrics but you have to track the journey of mobile users so that you can make necessary adjustments in the funnel, and channel your investment.
Ignoring mobile traffic in 2016 is a lethal mistake. If you are still not tracking mobile conversions and you simply do not have any clue as to what percentage of the sales are attributed to mobile, your business is at risk.
Mobile is now the dominant force online.