How to optimise your website for mobile devices
A poor user experience on a mobile device can mean losing opportunities to drive higher engagement, conversions, and revenue.
If your site is struggling with low mobile conversion rates, it’s usually a signal that the customer journey is tricky on a smaller screen. Customers will abandon a site and buy elsewhere, due to convenience outweighing the quality in online purchasing behaviour. Below are 3 key areas to focus on for improving your site for mobile devices.
Actions you should take
Improving your mobile conversion rate means prioritising speed, clarity, and minimal friction. We recommend you take action with the following:
1. Prioritise responsiveness
- Ensure your design is fully responsive, which means it adapts to different screen sizes. Make buttons, menus, and forms easy to use on any size screen.
- Use larger images and text to aid readability – but be mindful where images are, the need to scroll and if they’re even needed on your mobile version.
- Regularly test your pages across different devices and browsers. A great way to do this is to use a mobile simulator, or better still, pretend to be a customer and run the tests yourself on a mobile device!
2. Streamline navigation
- Focus on clear direction and minimal clicks.
- Ensure content loads quickly and is properly formatted.
- Put a strong CTA above the fold and test on mobile and desktop.
- Place key information clearly early on, many people won’t bother scrolling to the bottom!
3. Streamline the checkout experience
- Use the absolute fewest necessary steps for someone to make a purchase.
- Ensure every element loads instantly – since the customer has demonstrated clear purchase intent, the checkout must load immediately.
- Provide total cost transparency within the shopping cart summary – it’s best to ensure this happens on the product page too.
- Minimise data entry efforts by keeping forms simple, and use automated address lookups/validation (postcode finder).
- Ensure you’re offering guest checkout – and that it’s highly visible to reduce any friction.
- Beyond standard credit card entry, integrate one-click digital payment solutions like Apple Pay, which is quick and convenient for mobile users.
- Ensure that items remain in the cart across sessions, even if the user closes the browser or leaves the site for an extended period.
- Most importantly, test your checkout experience using a mobile device, as if you are a customer!
What’s next?
By addressing these issues and implementing the fixes outlined above, you can transform your mobile user experience to the next level and improve conversion rates.
Still unsure where to start? Get in touch, and we would be happy to talk through the next best steps for your site.
