In a nutshell: Mobile is gaining more and more ground in terms of internet traffic, accounting for more than 55% of global internet traffic in 2021. This guide covers: Adapting your UX for mobile browsing, Simplifying and streamlining the purchase funnel, and Reducing page load times.
While mobile traffic is increasing, the conversion rate still remains low compared to desktop. Therefore, what are the best practices to implement to increase mobile conversions?
Mobile is steadily gaining ground in internet traffic, notably representing over 55% of global internet traffic in 2021. As for mobile application usage, it's even more significant. In 2021, total global spending on these was estimated at 170 billion dollars. It therefore becomes evident that mobile optimization for websites must no longer be an option, regardless of the industry sector.
However, internet users have different habits when browsing on their mobile devices. For instance, they tend to conduct momentary/spontaneous searches and spend less time on websites. They also have different expectations regarding the user journey, particularly seeking greater simplicity in navigation, more personalization, and instantaneous interactions. Consequently, adjustments are necessary to improve your mobile conversion rates, and here are some avenues to explore.
1. Adapt your UX for mobile navigation
Simplicity and practicality must be the watchwords of your mobile optimization strategy. You must enable users to navigate your mobile site easily, thereby providing them with the most satisfactory experience possible. This notably involves having a site adapted to all screen sizes, which is the very principle of responsive design.
It is crucial to consider that on mobile devices, content is viewed vertically. Therefore, the most important and engaging content must be positioned at the top of the screen. The golden rule is to be concise, which notably involves avoiding information overload on pages and adapting titles to be as clear and succinct as possible. A good practice also includes implementing dynamic or hamburger menus, which are more accessible on mobile.
Finally, we also recommend dividing product pages into two columns, rather than a single one, to display four products simultaneously and thus facilitate user search.
2. Streamline and optimize the purchase funnel
As previously stated, internet users have different habits when browsing on their mobile devices, specifically seeking fast and fluid navigation that allows them to proceed quickly to payment. It is therefore advisable to eliminate certain functionalities, such as mandatory account creation, and to develop others, such as login via social networks or Google & Apple accounts, the numeric keyboard to facilitate input in forms requiring numbers, persistent carts (allowing users to retrieve their cart even after leaving the page), direct quantity editing within the cart, payment via Google or Apple Pay, the option to photograph one's bank card, and payment security via 3DS Secure authentication.
3. Reduce page loading times
A website with excessively slow loading times can experience a significant decrease in its conversion rate, a phenomenon even more prevalent on mobile. Indeed, connection speed can vary depending on the operator, network, and device. It is therefore essential to minimize page loading times by reducing page weight to ensure fluid navigation.
But how? To begin, it is advisable to remove high-definition images and videos, or at least optimize them by reducing their weight as much as possible or opting for lower resolutions. It is also important to streamline the code, particularly within CMS, plugins, and CSS and JavaScript code banks, by retaining only the essential elements.
> Suri-tip: The Role of Automated Testing in Optimizing Mobile Conversion Rates
Nothing affects the user experience more negatively—and thus lowers the conversion rate—than a bug, whether on the web or on mobile. It’s important to note that, according to our 2020 survey, 86% of French people abandon a purchase because of a bug.
It is therefore essential to regularly verify that the features of your website or mobile app are functioning as intended by conducting functional tests, particularly regarding the creation of and login to customer accounts, the shopping cart, delivery options, and payment methods. It is also important to conduct performance tests (to monitor page load times, among other things), security tests—particularly regarding payment processing and customer account logins— accessibility tests (to ensure that all users can use the product), as well as end-to-end tests, performed by the people who actually use the product in their day-to-day operations.
Test automation is particularly valuable because it allows functional, performance, and security tests to be run more quickly and more frequently. In fact, it has been shown to improve the move-to-prod process, reduce time-to-market, and thereby improve web and mobile conversion rates.
Further Reading
To see the solution in action, check out our end-to-end testing.
FAQ
Why is mobile conversion a unique challenge?
Because mobile accounts for a growing share of traffic but often has lower conversion rates: smaller screens, browsing context, and the need for speed. Every point of friction carries more weight.
What strategies can be used to improve mobile conversion?
A streamlined user experience, fast loading times, optimized forms and payments, and a mobile-first interface.
Why Continuously Test the Mobile Experience?
Because mobile user flows can easily break with each update. Testing them regularly helps you avoid losing conversions without even realizing it.
How can you identify moving friction points?
By combining user journey analysis with automated tests that replay key steps on different devices.
How does Mr Suricate with mobile conversion?
By automating the testing and monitoring of mobile user journeys, for both business teams and key accounts.
Take it a step further: mobile app testing.
