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How Mobile Optimization can affect your conversions

by Aishwarya Gaikwad
How Mobile Optimization can affect your conversions

With the passing years, mobile optimisation has begun to gain credits as a potentially preferable strategy. Optimisation means making a website responsive so that it is accessible on mobile dev ices. This process is a substitute for the traditional method of simply compressing and slightly realising the content on the screen size. Using this method, the developers design the entire experience for a smaller screen. Many experts suggest creating a simple mobile-friendly website is not enough. The optimisation portion plays a vital role in boosting the conversion of any business. In this article, we are going to discuss how Optimisation helps companies to boost their conversion. We will also discuss certain tips that can help you optimise your website. Quick tip on why mobile first design should be your priority in 2021.

The Importance of Mobile Optimization

Accessing certain websites on a mobile device can be frustrating. Certain features like tiny buttons, links, endless scrolling and unclear form fields often lead to hassles and finally force the user to abandon a website. A recent survey suggests 50% of the total internet traffic is dominated by mobile devices. So, the companies have tried every possible method of satisfying this user base. The modern generation of people is often busy, stressed out and impatient. Naturally, they don’t wait for a slow website to finish loading or spend hours figuring out how to add a product to the cart. Industry experts’ vital data proves that over 80% of mobile users expect their website to load within 2 seconds.

We can compare this entire process with the principle of friction. The more friction a web application will create, the lesser possibility it has to convert a customer. Friction occurs when there are certain barriers in the path of converting a customer. For instance, if a customer has to work harder than necessary to achieve certain goals on your website, he feels friction. In certain cases, friction forces the customer to avoid these experiences entirely. This situation is highly visible on an un-optimized e-Commerce website. Companies are risking their business with frustrating UI if their competition provides a simpler interface. A mobile user will not stick to your website if they find a better solution somewhere else in the market.

The strategy of mobile Optimisation helps boost the conversion rate by reducing friction. According to a survey, in 2016, the Global conversion rate for desktop computers was around 3.63 %. This number is not great considering the huge user base that comes from computers. More shockingly, the smartphone market’s global conversion rate was normally at 1.25% in the same year. While studying these numbers we must remember the total smartphone market has been growing abnormally over the past few years. We can justify this fact by several surveys. For instance, a survey suggests that the total internet traffic consists of more mobile users than desktop users. Moreover, it also suggests that mobile users spend twice the time on the internet than any desktop or laptop user.

The above statistics shows that mobile Optimisation is highly essential for any business organization’s success. Now, let us consider how mobile optimizations can affect the conversion rates for a company.

The developers can have a simple and less stressful conversion experience with a mobile optimized web page. These websites provide some vital feature that can convince a user to become a loyal customer. Let us look at some of the prime features offered by a mobile optimized website:

  • Large button size along with small image boxes
  • Availability of Auto-fill text fields
  • Geolocation helps to automatically detect the location of the device
  • Option to checkout as a guest on an e-commerce website
  • Provides multiple screens instead of scrolling a single page.

All of these feature’s help reduce the friction on your mobile web application. The business will benefit from your patronage if the user seamlessly interacts with various elements on your website. There are various ways to make the website ready for mobile users. Responsive web design is considered one of the most effective ways to do so. However, there are certain alternatives that the developer must consider depending on the business requirements.

Tips for Mobile Optimisation

Create a Website that has a base of 100% Responsive Design

Responsive designs are the best way to start optimizing your website for mobile usage. Responsive websites can adapt themselves according to the screen size and device. For instance, this website replaces the top bar with the menu on mobile websites and also scale down the images. The developer must remember that the concept of responsive design is completely different from mobile Optimisation. In simple words, we can say that mobile Optimisation is the starting stone for responsive design. This process gives you the building blocks to create a website for mobile usage. The responsive website is configured with the mobile user in mind and so these websites have a separate URL.

Try to Use Structured Data

Structured data is an easy way to allow Google and other search engines to display rich snippets. We can define a rich snippet as a Schema markup that the developer can add to the website to give more information on search engines. This piece of data often appears in the paid and organic results on the Google search result page. For instance, the users can find your recipes in a snippet if you sell kitchen gadgets or publish recipes in a blog. The developers can list the basic information in the SERPs. This is the process that certain websites use to appear in the search results with star ratings and other details.

Compress the Images on the Web Application

Large images are responsible for slowing down the webpage and increasing the weight of the server. The developers can use various plugins to compress the size of the image and avoid these errors. In the case of separate URLs for a mobile website, a developer can consider using smaller images for these elements. With this method, the graphics will not overwhelm the screen or cause unnecessary loading delays. We can consider the product photos as an excellent example in this case. Developers must have these images large enough to allow a user to view them. However, it must be small enough to have a negligible impact on the loading speed.

Identify all the Non-Mobile Friendly Elements on your Present Website

Every website will have certain elements that will not convert properly on mobile devices. The sidebars are a great example to understand this case. A typical sidebar will usually appear on the left or right side of the website. Furthermore, these bars can be both static or move as a user scroll the webpage. In simple terms, these are responsible for widening the webpage and may turn it unreadable on mobile devices. This rule is highly essential for E-commerce websites. These websites must avoid unnecessarily clutters for easy transactions.

Add AMP

The term AMP stands for accelerated mobile pages. These are the mobile optimized versions of Desktop websites. Various plugins help the developers to add AMP functionality to the website. This function changes the look and feature of the website when it is viewed on a mobile device. The developer can customize AMP to achieve the desired look that suits the business requirements of the company. An AMP website loads faster than any standard website. This function’s primary goal is to bring a lighter version of the original website for mobile browsing. Basic logic justifies that a faster loading speed forces the user to stick around.

Test the Pop-Up Usage on Your Website

Pop-ups are a great addition to a website to uplift the User experience. However, it is helpful as long as it does not disturb the flow or create friction between the website and its users. For instance, Pop-ups can become extremely frustrating on mobile screens. This is because the users will not always know how to make these go away. It is a wise idea to create a testing team to determine the effect of pop-ups on bounce rates and other important KPIs. Then, you can analyze this data to understand whether you must completely abandon pop-ups on your website or not. So, you must not assume them useless without thoroughly testing their impact.

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How to Verify the Functionality of your Mobile Website easily using LT Browser?

This article discussed various methods that the developers can use to provide a seamless experience to mobile users. However, you cannot release the website to the end-users until you verify all the elements’ functionality. Various tools are available in the market that help developers verify the responsiveness of their mobile website. The developer must choose the tool depending on the business structure and requirements to utilize its full potential.

LT browser is a tool to test the responsiveness of web applications on multiple devices simultaneously. Millions of companies all around the world use the LT browser because of its innovative features. So, let us look at some of the features offered by this tool:

  • This tool allows you to test your website’s responsiveness on more than 50+ devices at the same time.
  • The side-by-side comparison method helps the developer compare the UI variation depending on the device and operating system.
  • This tool also allows the developers to create custom devices according to the business requirements.
  • The cloud feature not only allows testing on vintage devices but also on the latest ones.
  • The one-click bug logging feature helps to quickly detect all the errors in the web application framework.

The Final Verdict

This article justifies the importance of mobile Optimisation in the modern business industry. It is an excellent way to boost the conversion rates of a web application with mobile users’ help. By reducing the friction on your mobile browsing experience, you can have lesser frustrated customers. Moreover, you can build a loyal customer base by allowing people to check out your product, read reviews, compare different products and make transactions. Many experts consider the lack of mobile Optimisation as a primary reason for the lower conversion rate on mobile devices. The tips in this article can help developers to improve the optimisation of their web applications. Companies can witness a significant increase in mobile conversion rates by implementing just a few of these tips.

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