IS A RESPONSIVE WEBSITE ENOUGH?
So you’ve got a responsive website, but your mobile conversion rate is still too low. How can you improve it? A few years ago there was a rush towards building responsive websites – a site that is completely flexible regardless of device. We are seeing more and more businesses now reviewing this approach and seeing that conversion rates on mobile are still lagging behind desktop but they don’t know why.
For some businesses, responsive website design is the answer, or rather it was. But with the dynamic change in mobile device use (it’s now over 80% in some industries) it’s now becoming essential to consider other solutions to the mobile challenge.
Likely just having a responsive website is not enough, and there is a lot more you could be doing to improve things. Sometimes you may require an entirely new customer journey. This may mean changing the responsive elements of your site and moving to a mobile version.
These are a series of areas we recommend you look at immediately to help improve your mobile conversion rates, and secure future business success.
1. Map your customer journeys
The customer journeys you are trying to serve should define the website you create, not the other way round. You need to know and understand these different journeys, and then prioritise them. Once you have this map, you can create solutions that simplify these journeys, which will result in improved conversion.
2. Review your tracking.
The first thing to do is not search out the reasons why your conversion rate is low. The first thing to do is check that you’re actually tracking things correctly. We often see businesses make rash decisions based on inaccurate, or just plain wrong, data. A review of your tracking, alongside some testing, will ensure your business can put faith in the data that is being used to action decisions.
3. Interrogate the data
So you’ve got your data, now what? Well you need to interrogate it, and see if there are any trends. Hopefully you’ve got some super clever people working for you that can do this, but if you haven’t then seek out experts. Insight analysis is an art form as well as a science, and it is easy to miss things.
4. Form some hypothesis
You’ve got some interesting things that look like they might be causing your low rates of conversion. Now it’s time to build these into clear hypothesis that can be tested. We use the SMART approach to build hypothesis and strongly believe that no matter what problem is being tackled there is always a benefit in building out your metrics that you are targeting to improve. Then build a test plan to ensure you can really understand any uplifts you receive.
The most common mistake we see is rushing to form opinions on incomplete tests. Make sure you are building a statistically significant result, and don’t make decisions until that threshold is reached.
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