By Brianna Sullivan
It’s predicted that by 2019 mobile web traffic will increase by 480%, yet most site conversions are still coming from a desktop or laptop computer. This equates to nearly a 280% gap between desktop and mobile convertors. So why is your site not converting on mobile, even if you’ve taken the effort to create a mobile responsive design?
I recently participated in a Webinar held by Conversioner CEO Talia Wolf who shed some light on the issue.
Creating a mobile responsive design is par for the course these days, not a strategy. It’s now time to begin optimizing for conversion, and this can be accomplished by considering the unique needs of a mobile user.
If you can understand one thing about mobile conversion, it should be this: users are impatient. They’re coming to your site because they need something, and they need it right now. Luckily, there are some ways we can combat this short attention span and maximize conversion.
Think about a DUI client, someone who is seeking legal representation from the side of the road. Do you think they have time to wait for a site to load, or to scroll through a bunch of content looking for your phone number?
At GNGF we take this type of client into consideration while optimizing our sites for mobile conversion. At the top of every page we include icons to capture the top three actions taken by a mobile users: making a call, getting directions, and scheduling an appointment online.
These calls to action should be readily apparent as soon as your page loads. Utilizing bright, contrasting colors and simple interactions is the best way to go for your mobile user. They shouldn’t have to work to call you; make it foolproof.
Just as content is vital to bringing your site up in search results, it certainly influences conversion. We recommend using journalistic leads that get straight to the point about what your firm offers while appealing to a client’s emotions. This type of writing will hook them in and motivate them to call or fill out a form.
Another strategy used in mobile conversion is the utilization of call to action pop-up windows, such as those used by nGage Live Chat. Integrating these types of user engagements has shown positive effects on conversions on both mobile and desktop.
Mobile traffic is only going to increase in coming years. Implementing these types of strategies will put you ahead of the game in winning these types of web clients, a necessity as technology continues to evolve.