Converting mobile visitors to customers is critical to your bottom line and potentially to your search rankings.
It’s autumn and time to fall back on the best practices that convert more of your mobile visitors into paying clients. While many businesses choose to focus on increasing traffic, it may be easier, and more profitable, to focus on converting your current mobile visitors into customers. What is a conversion rate? For fans of baseball’s Fall Classic, it is a batting average for your website. It is the percentage of people who make a transaction vs. the number of total visitors.
It is essential that your mobile site be ready to convert these customers for two major reasons. First because it means a better bottom line, and secondly, it will not be long before search engines like Google deliver lower rankings for sites that are not mobile-capable. In a recent survey from Google, 61 percent of users stated that they immediately move on with their searches if they don’t find what they want quickly and easily. Google has to address these impatient mobile users somehow. Giving lower rankings to sites that are not mobile-capable is one of its options.
The good news is that there are things you can do now to help convert these mobile visitors to customers. At the same time you can help protect or improve your search rankings. Here are five tips to ensure you’re hitting the key elements of mobile marketing for conversion.
1. Make your site clean and easy to read. Don’t put too much information up front, but make sure your important info is there. Think like a mobile user and design your site for that mobile user. Make sure you include your location, phone number, and a “contact us” button. Have a brief description of what you do and what your unique selling proposition is. If you don’t know what your unique selling proposition is, create one.
2. Offer choices for payment options. You need to pull out all the stops here. With the holiday shopping season approaching, you don’t want to miss anyone with a debit card, credit card, check or PayPal account. Make sure logos are visible, clickable and easy to find.
3. Help your customers feel secure about your site. Make them aware that your site is secure. Put a short guarantee on the main page. If you are a member of the Better Business Bureau, put the logo up. Include any memberships like the Chamber of Commerce or any industry-related organizations you are a member of.
4. Be timely. Mobile users have no patience for a site that is out of date or simply serves as a catalog. Right now you should be promoting an “autumn of savings” or similar promotion. Make sure that when they see your page, they immediately know it is up-to-date.
5. Create a compelling call-to-action. A call-to-action asks a visitor to do something. It sounds basic but many websites rest in the leaves. They don’t ask for anything. Don’t make that mistake. Ask them to buy, ask them to take advantage of your limited time offer, or ask them to inquire about getting more information. If you don’t ask, you can’t receive.
Rake in the profits this autumn. Cooler temperatures can lead to hotter sales if you take advantage of these conversion tips for mobile users. Make sure your visitors don’t leave your site prematurely!
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