July 4, 2014

Mobile traffic is not enough: you need a mobile strategy

Written By Martin Sandhu

As more and more people use mobiles to access the web, it is becoming increasingly important for businesses to have mobile-optimised websites. Many businesses are still failing to optimise their sites, leading to a bad user experience and the inevitable loss of sales. However, even those businesses that have optimised their websites for mobile must remember that optimising is not enough: they also need to have a mobile strategy in place if they want to enjoy success.

Mobile Is Becoming More Important

The growing importance of mobile commerce was highlighted in a recent report by Econsultancy and Adobe, which suggested many companies still don’t have a mobile strategy in place (only 36% of the respondents said they had one). It also found that just having mobile traffic does not lead to mobile conversions.

Another report highlighted the increasing mobile sales in the UK. The IMRG Capgemini Quarterly Benchmarking report claimed that over a third of sales are now made via mobile devices (34% from February to April 2014 compared to 20% for the same period last year). It also suggested that visits to mobile stores are up to 48% compared to 30% for the same period last year.

What Does a Mobile Strategy Involve?

So, with the above in mind, what should a mobile strategy involve if you want to convert more visitors to your e-store?

Part of the challenge with your mobile website is making sure visitors see the most important content first. You can use tools to assist you with this, such as heat map tools that enable you to find out where your users are clicking on the desktop version of your website. This will suggest which content is the most important, and you can then prioritise this content when you create your mobile website.

When you create a mobile version of your website, make sure it is clear and simple so that users can access it with ease. You could do this by creating a responsive version of your website to fit any screen size. However you design it, make it easy to use, avoid tiny links that are hidden away and, importantly, create a simple checkout experience.

Once you have your website up and running, you could carry out split tests on two versions of your home page, just as you would with a desktop website. Test each for the amount of conversions they generate, then use the results to optimise the rest of your website accordingly.

You can also track your mobile website using analytics. Create a dashboard for both your mobile version and your standard version, and analyse the differences in behaviour between them. This can help you to spot new opportunities for increasing conversions.

You should also spend time deciding who exactly is visiting your mobile website and for what purpose. Mobile users often interact differently with websites because they have different goals. Find out what these goals are, because this will allow you to prioritise content accordingly.

Develop Your Mobile Strategy

A mobile strategy is essential if you want to take full advantage of mobile traffic to your website. An attractive responsive website is not enough, and it requires careful thought, planning and testing if you want to take advantages of larger amounts of mobile traffic. Start working on your mobile strategy now to ensure you don’t miss out on conversions.