No matter what type of business you are promoting on your website, one fact that rings truer now than ever before is how close an eye you want to keep on mobile conversion. Consumers are now spending up to 70% more of their time on mobile, and so the potential for revenue is most definitely out there at every turn.
A recent report showed that mobile conversion rates are just 47 percent of the levels achieved on desktop. Since more and more customers are using mobile devices on the go, it is imperative to assure that mobile conversion rates keep up. One perfect example is buying airline tickets: many customers have the mental preconception that it is “safer” on a desktop, and just still won’t bring themselves to do it on their phone.
One way that is available to monitor your mobile website performance is by closely scrutinizing the Relative Mobile Conversion Rate, which is found by dividing the mobile conversion rate with the desktop conversion rate. Two main parameters are the ones constantly influencing mobile and desktop conversion rates: traffic influencers and the website’s actual performance.
Traffic influencers are where your marketing campaign comes into play and one category that is of dire importance. The actual performance of the website is more related to UX and speed of the site itself, projecting how to perceive your mobile version while engaging on it. When you get into the fine-tuning of how a mobile website works on the daily, it is not just revolving constantly around whether people are afraid to hammer in their debit card at the final swipe, it’s the way it looks and feels.
Evaluating these metrics over time can be so very helpful: it is hard for anyone to know whether it is attractive images, seamless function, or organic feel that draws one to a mobile website, and we feel it is probably a combination of all of these elements. What many who have been asked about mobile use have admitted is that they feel drawn to a website that loads up quickly, but this poses a dramatic question of balance: how can a website be visually appealing and load up in one second flat via a 4G network?
When you are closely evaluating what is happening on your mobile vs. desktop activity, it is vital to keep a keen eye on your desktop conversion rate. The stat of Relative Mobile Conversion Rate, or (Rel mCvR) is calculated by dividing the mobile conversion rate with the desktop conversion rate. If you see the trend of a high traffic share for mobile with lower conversion rates, then it is a given that you need to make various improvements to the mobile site.
One of the most important aspects we have looked over concerning these qualities are regarding weekly calculations. Since this metric is based on your entire website’s performance, the improvements are bound to take time. The spikes that take place when looking at daily data can possess volatile traits and lead a website owner to make rash decisions.
The A/B method of testing is one that allows you to be guided by your actual customers’ needs and provide what they are asking for upfront. You can set up your first test for free here in Google Optimize, which will help show your overall progress. Whatever your favorite brands are, you can always watch them closely when you log onto their mobile sites and see what you think they are doing right.
All of us here at Farfetched Studios know full well that this is not always a seamless operation that takes place overnight. Mobile websites can take some tweaking to perfect, and trends change rapidly. Our experience in the automotive industry alone has provided us a blueprint of what is successful within all areas of the web, and what works as far as user-friendly content. We can’t wait to make your mobile landing page more successful, and help you achieve the revenue target and online brand reputation that meets your goals!