June 26, 2019
UX that boosts revenue
We’re currently living in the mobile-first era. Mobile devices have become so ingrained in our daily lives and most of us can’t imagine our lives without one. The mobile revolution has also ushered in a drastic transformation in customer behavior.
We no longer use our smartphone just to access information, let alone use them for their intended purpose: to call people (yes, call!). Instead, smartphones are now being used for searching, browsing, and purchasing as well as messaging, taking selfies, and perhaps the odd bout of social media stalking. People are using their phones for researching prime real estate locations, doing their grocery shopping, and ordering their next meal delivery — and it’s all happening while they’re on the move.
But although more than half of the world’s web traffic comes from mobile (Google Analytics Data), many business’ mobile websites are lagging in terms of speed and user experience. If you’re not seeing much action in terms of mobile website traffic, this article will help you learn how to boost revenue by placing your customers’ needs at the heart of your mobile strategy.
Speed is more important than you think
There is a natural tendency for marketers to focus on the creative elements of a marketing campaign or strategy — and spend little to no time on the technical functionality of a website, let alone a mobile landing page.
This is a huge mistake. Why? Because when a customer visits your mobile website, load speed is the first impression they’ll have of your brand — and they will expect it to be fast. According to Google Data, 53% of mobile users will leave a site that will take more than 3 seconds to load. It’s sad when a potential new customer leaves your website; what’s more alarming, though, is that a high abandon rate will profoundly impact a business’ bottom line. In fact, a Google study found that 62% of customers were less likely to buy from a brand if they have a poor mobile experience thanks to slow load times (Google). That’s a lot of money down the drain.
Reduce the amount and sizes of images
People prefer an average-looking mobile website that works rather than a mobile site that looks amazing but takes too long to load. Less is more, especially when it comes to mobile. If your mobile site is peppered with lots of images, it might be time to conduct an audit of your site’s images.
Put your Marie Kondo cap on and start prioritizing and removing unnecessary images. By doing this, you can expect to see your mobile website’s load time nosedive quicker than you can say, “spark joy.” Next, look at your image formats — the larger the images are, the longer they’ll take to load. We recommend using JPEG for photos with no transparency and PNG for images requiring a transparent background.
Don’t underestimate the importance of user experience
Putting yourself in your customer’s shoes is key to successful marketing and this applies to your mobile strategy.
People use their smartphones on the go. In addition to slow load times, poor connections and small screens are additional factors that can impact the user experience. Check how easy it is to navigate and search for pages or products on your mobile site; if it takes too long to find the relevant information, you may need to redesign your website. Not everyone has the same phone so it’s important to continually test your mobile site beyond the confines of a controlled environment and across different mobile devices. Testing also involves seeing if large chunks of text and CTAs are appropriate for smaller screens.
Make it easy for your customers to purchase from your mobile site
When your customers are ready to hit the “buy now” button, they want a fast and frictionless payment process. According to the Baymard Institute, 69% of customers will abandon a site if there are too many steps involved in the purchase process. Smart businesses know that people don’t have the time or patience to fill in forms and payment details when they’re on their mobiles. Additionally, brands can increase conversions by more than 35% with simpler payment processes (Baymard Institute). Good examples of these include forms that automatically pre-fills customer details or a system that allows customers to remain logged in and pay with just a few clicks.
Don’t forget about lead nurturing
By now, you’ve followed the above steps and have generated a few conversions — that’s great! Unfortunately, your work is not entirely done. Although a positive first impression has been established, there’s still a bit of work for you to do to develop long-term trust between those first-timer buyers and nurture those who have visited your mobile site but were not yet ready to buy.
This is where a lead nurturing strategy will come in. Lead nurturing allows you to slowly but steadily build a relationship with your prospects by providing valuable and educational resources that will help them learn more about your brand and product so they can make a well-informed decision to purchase. And with the help of good marketing automation software, you can incorporate a mix of channels in your lead nurturing strategy. For example, think about incorporating personalized in-app messaging such as Headsup, push notifications, and email product updates into your mobile marketing strategy. Here’s an example of a journey that captures new leads using SMS and follows up on another channel such as email:
You can also play around with chat apps (Intercom is a good one that works on both desktop and mobile sites) and use your marketing automation solution to assign qualified leads from chat conversations to a CRM (for example, Pipedrive or Hubspot CRM) for follow up:
The need for mobile-first thinking is clear
A mobile site shouldn’t be an afterthought. Brands that are capturing mobile conversions understand that people interact with mobile differently — and that a carbon copy of your desktop site just won’t cut it. And given that today’s customers are expecting a fast and seamless experience with your mobile website, we suggest working across teams to ensure that your business’ mobile speed and UX becomes a priority.