What’s your website’s conversion rate looking like lately? If it’s higher than average, goodonya! If it’s lower than that, you might want to consider different ways to improve your conversion rate. Of course, there’s plenty of resources online that will help you improve your conversion rate. However, most of these so-called “expert sites” really offer generic advice that won’t help your particular situation.
In this article, we’ll be into best practices for the mobile user experience (UX) that will help boost your conversion rate.
What is UX, and Why Does it Matter?
User experience (UX) is the level of satisfaction your visitor’s experience when they interact with your website. UX is everything that happens between you and your customer when they’re on your site.
If you want your website to convert, you need to do an excellent job on UX. But that’s just it – your UX might be great, but that doesn’t mean you’ll get all the conversions you want.
Mobile traffic will not impact your conversion rate as long as your website is user-friendly and responsive. While it may be, unfortunately, it’s not that simple.
As of 2015, things were at a turning point. Mobile media traffic has recently surpassed that of desktop and other media. Mobile digital media moved up to 51% of total media time, while desktop time accounts for 42%.
Once upon a time, it was considered “normal” to design a Web site for desktop and then “to fit it” into a portfolio of mobile devices.
However, since 2015, most developers have moved to a “mobile-first” design option and a “desktop second” approach.
Now, in 2021, 10% of the world’s total internet traffic is mobile-driven. Mobile now accounts for 23% of online sales. Companies with mobile-optimized sites triple their chances of increasing the mobile conversion rate to 5% or more.
If you spend time focusing on your mobile site’s UX, your conversion rate will increase directly to how much you optimize your site for mobile traffic.
Here are some UX design tips to improve your conversion rate.
Focus on Speed
If you’ve been doing SEO or working with your UX for a while, you’ve probably heard about how important it is to have your site load as quickly as possible.
Fast loading sites are even more important. Because mobile users are constantly “on the go.”
Of course, while some mobile users are just browsing while watching Netflix, many are using their devices to find something urgently.
They might be looking to purchase something on their lunch break. They could be searching for a plumber while sitting at a red light. They’re walking and asking Siri questions. These situations are the nature of mobile.
This is why your site needs to be optimized for mobile traffic. It has to be lightning fast. If it isn’t, visitors will land on your site, quickly leave, and visit one of your competitors.
A couple of suggestions to improve your mobile speed are:
- Use images that have a smaller file size. Don’t make visitors wait on larger images to load.
- Be sure that your text is readable, even if the images take time to load.
- Hide or remove everything you don’t need to show on the mobile site. Most themes allow you to hide particular sections from mobile users.
Keep Your Design Simple
The following UX design principle for mobile visitors has to do with lightening your load. Make sure that your site is as lean as possible so that mobile traffic can support it.
The word minimalism should also apply to your mobile UX design.
Minimalist design is about stripping away anything that doesn’t need to be there. This principle should apply to your mobile UX design, too.
By only including the necessary design elements, mobile users can quickly scan through the content. They want a quick fix.
Make it easy on your visitors with a single, clear focus. They don’t have time to digest a front page with multiple sliders, ads, links, images, and text blocks.
While it may be true that a desktop version of your site has different elements (top bar, footer, sidebars), you don’t have that much real estate with small mobile devices. Often mobile sites have less space for content because they are based on a smaller screen. Design accordingly. Make sure your design accommodates the size of the device.
Whitespace is often overlooked, and yet it’s a key component for a great mobile site. It’s almost impossible to have too much whitespace on your mobile site. White space can be your best friend when it comes to mobile development. It’s nearly impossible to have too much whitespace on your site if you want people to enjoy using it.
Make Navigation Elements Large Enough
It doesn’t happen that frequently, but still, sometimes we come across an unoptimized mobile desk that has buttons and links that they too tiny to click.
Make sure that you don’t make a button too big.
The key to creating a successful button is to find the perfect balance between design and function. Too big, and it won’t be easy to use; too small, and it won’t have the effect you’re looking for.
As a rule of thumb, consider a 30-40 pixels wide button to be the minimum size.
Remember the whitespace principle that we just talked about in Tip #2?
It’s important to remember the whitespace principle when designing buttons. If you have two buttons next to each other, then be sure to leave enough room between them so that visitors can see the text on both of them.
Streamline Your Checkout Process
Do you have an eCommerce website? If so, you’re probably always focused on improving your overall Conversion Rate.
For your conversion process to be successful, it needs to include a checkout process for mobile users. There are a few principles that you can apply to optimize the experience for them. A responsive checkout process will be less troublesome for visitors and users.
Your forms should be as minimalist as possible, with few fields that you don’t need. Avoid asking for information that you don’t need to complete the sale. Keep in mind that typing on a mobile device is more complex than typing with a keyboard. Even the most experienced typists may need time to adjust to typing on a mobile device.
Make it as easy as possible for your users to complete the form by offering them drop-downs or autofill. Make it as easy as possible for your users to complete the form by providing them drop-downs or autofill.
You can also provide the visitor with an opportunity to save form data so that they don’t need to go through filling out that form again. Don’t make it hard for your mobile users; make it easy.
To save time, when returning visitors log back in, they should display their passwords. Nothing makes mobile users angrier than entering the wrong password, over and over.
Mobile users often want to “just get it done.” As such, try to limit the number of screens in your checkout process as much as possible. Users will not like scrolling through multiple screens when they always have to wonder when the end is in sight.
Support Multiple Mobile Devices
Always remember that all mobile devices aren’t the same. There are a variety of mobile devices on the market. We’re familiar with the ones that have small, medium, and large screens. Tablets, phablets, galore!
Testing your site across all mobile devices is crucial to ensure optimal performance.
From a testing perspective, you can choose to do extensive testing (which is expensive), or, if you’re on a budget, you can test a “cross-section” of mobile devices. Choose one of these methods, or both, and do extensive testing.
Use What's Already Working
Design your successful mobile design by looking at other successful sites. Think about the way they organize their content, the navigation, and the overall aesthetic.
To be successful, spend some time studying the best sites like Amazon, Best Buy, Walmart, and Target. We need to learn from the best. Study what these major brands are doing and do and design likewise. Don’t be afraid to stand on the shoulders of giants.
Remember, people are also drawn to familiarity. If they’re accustomed to navigating mobile sites with a particular menu structure, look, and feel, don’t fight it. Create your menu navigation with a similar layout. This familiarity will make users more comfortable as they navigate around your site.
Drill Down on What's Working for Competitors
You can use your analytics to determine what parts of your site are most popular with mobile users. Give them easy-to-find navigation to those pages so they can get what they need as quickly as possible.
To help people find your content, quick navigation through what’s popular might be just what they’re looking for.
Your most popular pages might be the very reason that people are visiting your site.
In this article, we’ve covered various mobile UX design tips to improve your conversion rates. Keep in mind that mobile design is evolving fast, so these may not be the best tactics for a year from now.
It’s important to keep up with best practices when it comes to website design. You’ll never be done learning about ways to improve your website and attract more traffic.
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