3 Things You Can Do Today to Increase Mobile Conversions By Tomorrow

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3 Things You Can Do Today to Increase Mobile Conversions By Tomorrow

Do your mobile conversion rates suck?

If you are like most companies today, you answered that question very reluctantly, (or with a lot of vehemence). Your mobile conversions when compared to desktop flat out suck, and you either try to ignore it or say things like “everyone’s mobile conversions suck.”

For the most part, you are accurate. Most companies and websites mobile conversion experience is horrible; hence mobile conversions are horrible as well.

For those in paid search, how many of your campaigns have mobile bid modifiers set to decrease your mobile bids significantly?

But what if I told you it doesn’t have to be this way? There are a few simple steps that could quickly improve your mobile conversions. These are things your developer (or you, potentially) could implement today and see an improvement by tomorrow.

The Proof Is In The Pudding

I recently helped a company (we’ll call them ‘Company X’) dramatically increase mobile conversions. When I started working with them, mobile conversions only accounted for 19% of total conversions in AdWords. That is about average from what I have seen, but what really stunk was those mobile conversions came in at a horrible $45.70 cost-per-conversion.

By the time we were done with our initial mobile conversion rate optimizations, we saw a dramatic shift for Company X.

Mobile conversions now account for 51% of their total conversions: the majority.

Mobile accounts for more of their conversions than desktop.

Even better than that, mobile cost-per-conversion dropped to $28.80, which means mobile CPA dropped by 27% and is now lower than desktop CPA of $34.13!

Here’s How You Can Improve Your Mobile Conversions

First of all if your site is not even a little mobile friendly, why not?

Honestly, do you really expect to get great mobile conversions when I have to pinch-to-zoom just so I can read the text on your page?

Your site should be mobile friendly. I am not going to go into responsive vs mobile-specific. Just make sure your sites(s) are mobile friendly.

Now that we have that out of the way, let’s get into the good stuff.

#1 Make Sure the Labels for Your Form Fields Are Above

This may seem like a really basic thing. Let me ask you, though, how many times have you gone to fill out a form on a mobile device, you click into the field and the screen zooms in and you can no longer see the field name?

Remember we want to make it easy for people to convert. Reminding them what info they need to fill out will allow them to do so.

Best Buy does a great job of this:

Correct Placement of Labels for Mobile Forms

 #2 Make it Easy to Input Credit Cards and Phone Numbers

Aside from websites not being mobile friendly, in general, my biggest pet peeve is when I get a QWERTY keyboard to input my credit card or phone number. These big fat thumbs do not put credit cards in your form if I have to use a QWERTY keyboard to do it!

The awesome thing about HTML5 and all mobile devices using it is you can easily fix this! However, most developers think they should be using <input type=’number’> for form fields that you want numbers used.

The problem with doing that is it brings up the keyboard shown below:

How Not To Do Your Credit Card Field on Mobile

If you didn’t notice, this is Sprint’s mobile website. So even mobile companies occasionally get this one wrong!

The proper way to do it is using <input type=’tel’> as shown in the form code example below. Notice that this was used for phone number field, but it can be used for any field that you expect users to only input numbers.

Input Type For Mobile Keyboards

When done properly you get an awesome keyboard even my huge fingers can use easily:

Correct Number Keyboard for Mobile Conversions

Added Bonus Tip: If you have your SSL certificates installed correctly, and your forms labeled and coded correctly on iOS, it will give users the option to ‘Scan Credit Card’. If there is anything easier than a numeric keyboard, it is simply taking a picture of your credit card.

#3 Make it Easy to Give You Their Email Address

I hate having to “switch keyboards” to put in my email address almost as much as I hate QWERTY keyboards for number input. Luckily HTML5 also gives us an easy keyboard option for email form fields.

By simply using <input type=”email”> you can bring up an awesome keyboard that includes the @ symbol and the “dot.”

Email Input Type on Mobile

That makes me happy… almost as happy as waking up to the smell of bacon in the morning. And guess what, your users will like it as well.

Go Forth and Convert Your Mobile Users

O.K. don’t just sit there. Go get these simple changes implemented now!

Your users will love you and your manager will think you are a rock star.

Do you have any other “quick fixes” for mobile conversion rate improvements? If so, leave them in the comments below.

Image Credits

Featured Image: Illustration via Bryant Garvin
All screenshots via Bryant Garvin. Taken July 2015.

Bryant Garvin

Bryant Garvin

PPC Dictator & Chief Consultant at Bryant Garvin Consulting
Bryant Garvin has been involved with marketing for over 10 years known by many of his peers as the PPC Dictator. He is currently focused... Read Full Bio
Bryant Garvin
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  • R.Rogerson

    Step 1# – make sure your website actually works on mobile devices … are visible, readable, usable and weird stuff doesn’t happen (like form elements not being usable, or moving, or the text in them being too big, or weird JS errors due to the validation file you use being so huge the phone didn’t touch it).

    Then the other steps 😀

    It’s also important to remember that for many users – the mobile is a way to browse. Many will still use a laptop or desktop to make the actual purchase (this is why you need to be able to track across multiple devices people!)

    • Bryant Garvin

      You are absolutely Right about making sure you site at least functions half-way decent on Mobile. Aside from the wrong keyboards on mobile, having to “pinch-to-zoom” just to read the content is the quickest way for me to bounce.

      • R.Rogerson

        It’s amazing – mobile is far from new (I remember the wonders of trying to code for WAP (what a waste of time that was!).
        And G’s been pushing it (And hard!) for about 5 years too.

        And yet here we are, with thousands and thousands of sites that have various issues when on an iPad, or on a screen less than 500px, or that have weird issues with touch etc.
        It’s kind of sad.

  • Akhil K A

    Hi Bryant,

    These are really great tips. This was a good chance for others to share their experiences. Thank you for sharing these kind useful tips for others. Keep posting.

    • Bryant Garvin

      Akhil I am glad you enjoyed the tips. Let me know how they improve your mobile conversion rates.

  • Jon Davies

    Would you say mobile is as important on a B2B e-commerce site as it is on b2c?

    Our website, whilst it is mobile responsive, is probably only is on a basic level. We toyed with the idea of doing it more fully but thought the time was better spent elsewhere because of the sector we are serving.

    • R.Rogerson

      Personally … I’d say the more responsive and UX friendly it is, and the higher the number of devices/browsers/screen sizes, the better.
      But depending on audience, the pressure may be less (so you can go that much slower).

      I’d be looking at traffic data, seeing what % of users are using what % of viewing devices, and seeing if there is any need (specifically look at bounces for smaller screens/identifiable devices). This should tell you how much pressure there is to get a move on, or how little at present (but as time goes by, the pressure is likely to increase).
      The other thing you can do is look at combining traffic data and purchase data – see if you can find a dozen or so customers that used non-desktop methods to browse/purchase – and do some research. If you have logged in accounts, you may also be able to locate abandoned purchases (or abandoned pages), and focus on the potential problems there.

    • Bryant Garvin

      Jon I would ask you a question

      Have you ever looked for a B2B product on your phone?

      I can almost guarantee the answer is yes. Even if you wouldn’t purchase on your phone necessarily, you want to make the user experience good for them.

      This would be especially true if you are doing any kind of content marketing. People research on their phones all the time. If you provide great content and a great mobile experience, you are more likely to be in the “consideration set” when it comes time to purchase.

      Not to mention, the B2B companies who get mobile done well now, are going to be leading their industry in the next couple of years. We don’t live in a sometimes mobile world anymore. We live in a mobile first world!

  • Vishwajeet Kumar

    Hi, Briyant, Really great tips to increase mobile conversions. I was just wondering about how to increase one of my site mobile conversion and this technique really helps me a lot. Really time saving. Great of you 🙂

  • Angel

    Great case study! I have a question – which of these 3 things you changed, think that helped the most? I am asking because I am working on a website, where we have very long forms, which recently have been redesigned and improved for mobile, but the input fields are all type=”text”. If we want to make those fields different, but the js logic will brake (considering what developers are saying) and fixing it will take a lot of time and resources. I am wondering if it’s worth to make those fields the right type. What advice will you give me?