Mobile eCommerce is exploding!
Currently, the number of mobile users is at 5.22 billion and growing, which means mobile eCommerce is looking at an upward trend for a long time.
5 Mobile Shopping Trends for 2022
🚀Offering an innovative online shopping experience.
🚀More online sales during shopping events like Black Friday and Cyber Monday.
🚀Growth of social commerce with shopping experiences on social media apps and games.
🚀Endless payment options - pay now, pay later, pay in installments, one-click-pay.
🚀Hyper-personalization to ease the shopping experience.
Even though the statistics and trends look great, most eCommerce brands we work with have a common complaint. They struggle to get conversions that replicate their desktop success. In fact, the average mobile eCommerce conversion rates are stuck at a mere 1.82%.
If you face similar problems, it’s time to make mobile-first website design a priority.
Convert Shoppers into Buyers - Boost Mobile Conversions Rates of Your eCommerce Business
You can improve conversions on your mobile app/website through some simple tricks. After working with 500+ eCommerce brands, we have listed down 19 proven ideas on how to get those sales ringing!
1) Use Psychological Triggers
As humans, we are guided by certain emotions. Our purchasing decisions are often based on emotions as well. Usually, mobile users have a shorter attention span and also have limited screen space. This compels eCommerce stores to prompt their customers towards the desired action almost right away.
That’s where psychological triggers come in. After in-depth analysis, ConvertCart teams have noticed urgency and scarcity as the two main psychological triggers that seem to get online shoppers to act right away.
Fear of missing out on something good is what will get them to take action right away. Some ways you can get a customer’s attention:
- Add ‘trending now’ or ‘fast-selling’ tags to popular products
- Display live sales notifications or how many people are currently viewing the product
ConvertCart Pro Tip:
Make sure these are triggers are subtle and don’t block a mobile visitor’s browsing experience.
2) Try Out PWA (we vouch for it!)
Google uses speed as a ranking factor not only for desktop but for mobile searches too. And one of the most common reasons for low mobile conversion rates is the poor performance of mobile websites.
In your research for designing mobile websites, you might have heard of progressive web apps or PWA. So, what exactly does it mean?
PWA is a web app that allows you to develop a website that can be run on both - desktop and mobile browsers.
Why is it so popular?
PWAs have been proven to improve mobile conversion rates by as much as 36%.
- It makes the mobile website behave like a native app. This way, PWA drastically improves performance - enabling websites to run way faster for a far superior user experience.
- PWAs use HTTPS to manage and maintain the safety of data stored within them, eliminate risks of security breaches, snooping, content tampering, and other illegal activity.
Alibaba built a PWA that improved its mobile conversions by 76% and their team observed a steep increase in the re-engagement rate as well as their iOS and Android monthly active users.
Pinterest rebuilt its mobile website as PWA, increasing site engagement to 60%, user-generated ad revenue to 44%, and the time users spent on the site reached 40%.
Explore different tools like Magento PWA Studio, ScandiPWA, PlobalApps, Tapcart, and Shopgate to get started in just a few days.
To build a PWA or not? Don’t do it because we are telling you. Instead, dive into your analytics. Do you have fewer conversions on mobile than desktop? Are you visitors dropping off and not returning? If you answer yes, it’s time to build a PWA and get those numbers up!
3) Is Your Search as Powerful as Google? No? Then Let’s Work on That
Mobile customers behave differently. They are impatient and often distracted by other apps and notifications. That’s why, when they actively search for something in your store, you don’t want to throw a disappointing comment like - “Couldn’t find what you were looking for”.
This might put them off from shopping on your online store altogether. Moreover, you risk losing your customer to a competitor who might have built their search to be a tad bit better. A few ways to ensure mobile shoppers don’t have such a hard time searching for products, ensure:
- Typo-tolerant search: Shoppers sometimes can make mistakes when they type in a search. Your engine needs to pick these up and still show accurate results
- Auto-complete suggestions are the biggest search tactic. Even you love auto-complete, so why won’t your customers?
- Synonym search terms - jeans or denim, sweaters or pullovers, teapot or kettle.
- Related products display on zero exact match searches - can’t identify a search term? Your site should still be able to display related options or a category and keep visitors hooked.
- Personalize search suggestions based on previous interactions - based on their preferred color or style.
4) Responsive vs Adaptive - Decide Your Design Route
After Google’s update on responsive design to make websites mobile-friendly, eCommerce brands scrambled to review their mobile experiences and not lose out on traffic. While the update helped brands improve experiences, a debate arose as well on whether mobile websites should be responsive or adaptive. So, what are the key differences between them?
In responsive mode, the website uses the same layout and adjusts the content, navigation, and other design elements according to the screen size. It’s essentially ‘fluid’ in its structure.
For example, a website can have a four-column layout on a large desktop computer screen, a three-column layout on a smaller laptop screen, a two-column layout on a tablet screen, and a single-column layout on a mobile phone. However, whatever the device, you’ll find the same content and design.
While responsive websites take less time to develop and maintain, you can’t always predict how they’ll look on different screens, especially, when newer mobile devices with varying screen sizes are regularly released.
In adaptive design, eCommerce brands will have to create a different website layout for each screen size. While loading, the website recognizes the screen size and shows the layout that was made for that viewport. Adaptive websites are usually created for six common screen sizes from very small to very large: 320px, 480px, 760px, 960px, 1200px and 1600px.
Since adaptive sites only need to deliver the code necessary for the given screen size, they tend to load much faster than responsive sites.
While adaptive websites can help to create unique user experiences based on which devices your visitors use most, it’s time-consuming to design and maintain a website for so many different screen sizes.
If you have a big eCommerce store, with many subpages and regularly changing variables such as marketing campaigns and offers, then go with the ‘fluid’ responsive website design.
If you run a smaller online store or have a more curated product range, then look to adaptive website design to offer a better user experience.
5) Focus on Readability
While this is a no-brainer, most eCommerce brands might have faced this issue on their mobile websites at one point.
Under the Enhancements tab in the Google Search Console, check if you have the ‘Text is too small to read’ error. If yes, then the readability of your mobile website is at fault.
If nothing else, then just keep in mind that the ideal font size for mobile screens is 16 pixels.
A smaller font will interrupt readability and visitors will have to pinch and zoom to read. Also, understand what different systems consider the ideal font size. For instance:
- Material Design’s default font size is 16px Roboto and secondary font size is 14px
- iOS’s default font size is 17px SF Pro and secondary font size is 15px
Additionally, try to limit the use of multiple font families and sizes. Too many fonts and just leads to a messy website layout and a confusing reading experience.
ConvertCart Pro Tip
Put yourself in your buyer’s shoes. Read your mobile website content on an actual device to understand text legibility.
6) Optimize Discovery with Product Filters
On mobile, aim for simple product discovery. Since you have limited digital real estate, you cannot afford to fill up your screen with too many filters that end up confusing impatient mobile shoppers.
Simplify browsing on the category page:
- reduce the number of filters to only the super relevant ones
- retain the most commonly applied filters like the price range slider, size, type, brand checkboxes, and color
- apply additional filters based on your customer’s shopping behavior through analytics data
- look through your product description to build relevant product filters that are intuitive
ConvertCart Pro Tip
Display “Applied Filters” in an overview to help shoppers see which filters are active. It offers context and a way to understand which filters to keep or remove.
7) Improve Mobile Site Performance with Optimized images
Reducing page load time will drastically improve your mobile site’s performance. The very first thing that factors into your load time is product images.
Yes, everyone hates slow websites, but you can’t compromise on the quality of the images as well. However, you can optimize images for a better mobile experience:
a. Run mobile website speed tests to identify heavy pages
b. Streamline the number of images displayed on mobile
c. Enable lazy load to ensure your images don’t break
d. Consider resizing your images to suit mobile dimensions
e. Make your product images and other media files responsive
f. Compress your images to less than 2MB in size
g. Add ALT text to all your images so that in case they don’t load, the shopper can read what they were about
h. Consider converting static/ permanent feature images to WebP format
ConvertCart Pro Tip
Easily resize and optimize site images with apps like TinyIMG, TinyJPG, and iLoveIMG. Some of these apps also offer bulk upload so that you can take care of multiple images in one go.
8) Simplify Site Navigation For Different Users
Most best practices on mobile website design talk about site navigation. But are you simplifying navigation for all your users or in general?
Here are some statistics to keep in mind for the above:
- 75% of users touch the screen with one thumb
- Less than 50% use only one hand
- 10% hold their device with one hand and interact with the other
- 36% cradle their phones using the second hand for better stability
From the above image, you can see what navigation areas are easier to access.
- Place your most prominent features, such as the CTA at the bottom
- Give the hamburger menu a new home near the bottom and make it sticky so that visitors can easily explore categories
- Position secondary items including the search bar and logo in the top
9) Make Your Primary Call-to-Action Intuitive
Again, mobile devices give you limited screen space. Your CTA needs to be placed in such a manner that it is easily visible and usable.
For example, your “Buy Now” button should be present and easily accessible on the category page, under items that feature on the homepage, on product pages, as well as other high-traffic pages.
But how do you make this call to action button call-out to the mobile shopper and make them want to click on it? Here are a few tips:
- Distinguish buttons from text with an outline
- Add color to progressive actions
- Vary the font-weight of text labels
- Put an icon on the high priority button
- Make your primary call to action button sticky
- Place the call to action where it can be easily interacted with
ConvertCart Pro Tip
Be fat-finger friendly. No two thumb sizes are equal so you need to pay attention to those with big hands as well.
10) Offer Product Recommendations, But Not Too Much
On-page product recommendations can go a long way in improving the average order value of your online store, especially on mobile sites where buying journeys are comparatively complicated. In fact, as per Forbes, 92% of shoppers are influenced by product recommendations while making a purchase online.
But on mobile where there’s limited space, the last thing you want to do is share too many product recommendations.
Here’s where you need to put shopping behavior data to work:
- Identify the pages that tend to see the most number of drop-offs. Based on the content of these pages, add product recommendation widgets to encourage the visitor to explore more instead of leaving the site.
- Display trending products or best-selling items on these pages.
- Ensure the product recommendations don’t interfere with the natural flow of an online shopper. If they’re trying to read the product description, don’t add recommendation pop-ups and interrupt them.
We have seen recommendation widgets at the bottom of the page for mobile shoppers convert higher than others.
11) Experiment with Different Visual Formats
Usually, an online store uploads product images from all perspectives to give the online shopper a look and feel of the item. While the strategy makes sense for desktop visitors, imagine having to scroll through an endless gallery of images on mobile.
Instead, consider using rich media for your mobile shoppers.
Experimenting with different formats such as product videos, 3D images, infographics, and GIFs. This conversion strategy comes from the type of content we tend to interact with on social media, which is mostly used on mobile devices.
ConvertCart Pro Tip
The goal is to make it easier for the online shopper to get all perspectives of the product. However, no matter which strategy you use, the rich media should load seamlessly for mobile shoppers.
12) Make Your Product Descriptions Super Specific
Product descriptions are important, especially in mobile experiences. Add value to mobile pages and convince your visitors to place an order by answering the following questions:
- What does the product do?
- What pain points does your product solve?
- Benefits of using the product, besides the obvious?
- Who uses the product?
- Why should I buy this product?
- Why should I trust your brand?
ConvertCart Pro Tip
Try and relate to your target audience’s interests and hobbies. If your product fits the segment then you can accordingly write copy. For example, you are selling a projector and a large portion of your customer base uses the projector to watch movies. Consequently, you can write copy that relates to movie dialogues or scenarios.
13) Make the Most of the Header
The header is really what sets the tone and flow of the mobile website of an eCommerce store. When the header is minimal, there are high chances potential customers will not get distracted.
Some tips to design the perfect header:
- While size doesn’t really matter, a customer’s attention needs to be on the main content. So, decide the pixel size and height accordingly.
- Decide between sticky and fixed headers based on the website page goal. Sticky headers ensure customers can take the next set of actions, while fixed headers are less intrusive and offer more control.
- Add only what’s relevant to the header, keeping the customer journey in mind. Keep the categories and subcategories in the hamburger menu and other important pages such as deals and offers in the tab option.
14) Optimize Messaging for Paid Traffic
U.S. consumers spent $8.92 billion on retail websites on Black Friday 2021. This means, most eCommerce stores run advertising campaigns to drive traffic. The flow from the ad message to the mobile website should be consistent.
When customers click an ad, scan a QR code, or swipe through a social media app, they come to the eCommerce store expecting to see relevant products and offers. However, if your customers immediately leave the mobile website, then you have a problem.
Make your messaging relevant:
- Add banners with the marketing message and drive shoppers towards specific product categories
- Create product filters that match the occasion. For example, include party-wear, festive, gift-set, etc
- Add messaging to product descriptions
- Offer product bundling with discounts
15) Don’t Interrupt Experience with Unwanted Pop-ups
A few years ago, Google announced how “intrusive interstitials” or aka “popups” on mobile sites would hinder ranking. According to them, pop-ups on mobile sites interfere with their shopping experience.
Pop-ups usually fill the entire area and block the users’ view and obstruct their experience. A few ways to ensure that your pop up strategy remains active yet does not hamper the overall shopping experience on mobile devices is to:
- Optimize the size and resolution of your mobile pop-ups
- Ensure the pop-ups take minimum screen space
- Make sure the load time is shorter keeping in mind mobile networks
- Keep your copy succinct and clear
- Make it easy to dismiss the popup
- Use a contrasting color scheme
- Ensure the call to action button is intuitively clickable
- Pay attention to the timing of the popup
ConvertCart Pro Tip
Add a pop-up teaser with the offer title. When clicked upon, it can expand to show the entire offer and relevant CTA.
16) Establish Authenticity with Social Proof
Most high-converting mobile websites cite social proof as the best way to sell their products. But it’s difficult to view customer reviews on a mobile webpage since there may be a lot of them. However, without social proof, customers won’t trust your brand or purchase a product.
To establish trust and authenticity:
- Add searchable filters to keep the reviews super personalized.
- Don’t hide negative reviews as they offer a more wholesome view
- Add any hashtag campaigns from your social media
17) Make Checkout Flows Simple (As Simple As It Gets)
Since a majority of mobile drop-offs occur during the checkout stage, optimizing the checkout flow should be your topmost priority. Here are some of the strategies that have time and again proved to work:
- Reduce the number of steps in the checkout process
- Decrease the number of form fields
- Add a progress bar to checkout
- Offer a single-click checkout
- Reduce navigation and remove distractions from checkout
And last but not least, everything must be at lightning speed!
Read more: Want to learn more about optimizing your checkout flow? ‘Checkout’ these ideas, pun intended.
18) Help Customers Clear their Doubts
Americans tell an average of 15 people if they face poor customer service. On mobile, shoppers are used to quick solutions. If they don’t find additional information such as return policies, material specifications, and more right away, customers have to hunt up information that might lead them to a competitor’s website.
This means there’s a higher chance they won’t return to your online store. You really don’t want that to happen.
A few ways to improve customer service:
- Add a general faqs page or a section to product pages relevant to the product
- Add a non-intrusive and sticky chat widget that is color-coded in alignment with the rest of the page.
- Quick star rating or feedback forms after completing the checkout process.
19) A/B Test Mobile WebPages
Eliminate guesswork and increase mobile conversions with A/B testing. ConvertCart has worked with many eCommerce stores to A/B test their mobile websites and increase conversions.
Create an effective A/B plan for mobile websites:
- Include different variables and try not to change the variables often.
- Set a duration of more than a month for in-depth analysis. Even if the results don’t look positive, don’t be hasty and change the plan immediately.
- Don’t discard negative results. They tell you what you are doing wrong and steer you in the right direction.
- Set actionable goals. While more sales are your priority, decide on an achievable number.
Ready to Increase Mobile Conversions?
It’s the era of mobile-first and it’s here to stay.
While the strategies discussed in this post are a great place to start, however, be bold and experiment with these and other tactics to figure out what works best for your target audience. Because at the end of the day, every buyer is unique and you never know what will work!