Mobile Commerce Optimization
8 Strategies to Boost Mobile Conversion Rates
by Cassandra Michael
Cassandra Michael
Online Marketing
Manager at Usabilla
Introduction
Connect with her on
With more than half of ecommerce activity Linkedin.
coming through a mobile device, and the
Cassandra is the Online Marketing Manager
majority of online shoppers using mobile as at Usabilla. With over 7 years experience
their primary internet source, it has never been in online marketing, public relations and
more important for ecommerce professionals to sales, she has led a variety of integrated
have a strong mobile strategy in place. campaigns for large corporations and
start-ups alike. Her expertise lies in
In this ebook, we give you the 8 must-have translating business objectives into robust
elements of a successful mobile commerce and successful digital strategies.
campaign that will help you boost conversions
and build customer loyalty.
Mobile Commerce Optimization | by Cassandra Michael 2
1. Create a Fast Checkout
• The fewer checkout steps, the better.
Use short forms and ask for as little
information as possible.
• Use social logins, PayPal or Amazon
Payments to speed up the process.
• Use 1-click checkouts for return
customers.
• Make sure the “Add to Cart” and
“Checkout” buttons are clearly visible
and easy to find.
• Optimize the load time of your site
by reducing dependencies, image
dimensions and client-side processing.
• Try adding a progress bar across the
top or bottom of the screen to provide
users context of where they are in the
checkout process.
Mobile Commerce Optimization | by Cassandra Michael 3
2. Leverage Cross-Device Shopping
• Send cart abandonment emails so that
your customers can start where they
left off from another device.
• Ensure that the links in the emails do
not lead to an empty shopping cart
page due to a different session cookie. 32% of consumers who
showed interest in a mobile
• Implement cross-channel tracking to
measure the volume of mobile traffic Facebook ad converted on a
that results in non-mobile conversions. desktop within 28 days.
Facebook, for example, offers cross-
tweet this
device measurement technology.
Source: Facebook internal data, August 2014
Mobile Commerce Optimization | by Cassandra Michael 4
Source: The New Multi-screen World, Google
Mobile Commerce Optimization | by Cassandra Michael 5
3. Optimize the Layout
• Minimize content and adapt the
layout so that the most important
information (price, features etc.) is
visible above the fold.
• A good alternative to listing all
website content in a vertical layout
and giving the impression of an
endless scroll, is to use videos. Aim
for a simpler layout that keeps your
customers focused on making a
purchase.
• Offering fewer options to your
customers is proven to boost
conversions. If you are an online
retailer, 4–6 options is ideal, whereas
for SaaS providers 2–5 options work
well (Source: QuickSprout).
Mobile Commerce Optimization | by Cassandra Michael 6
4. Optimize lmages
• Google requires your mobile site to load in
less than one second. If it is slower, there
is a risk of being penalized with regards to
ranking and visibility.
• The rule of thumb for images in ecommerce
is to have 5 photos per product page.
• Image sliders kill conversions, especially
on mobile devices. Replace the slider with
a static image and take it one step further
by making the static image more dynamic
through personalization.
• Save your visitors time and bandwidth by
using mobile-optimized images.
• Take into consideration the dimensions of
popular smartphones. For example, the
4-inch touchscreen on an iPhone 5s is 1,136
by 640 pixels.
Mobile Commerce Optimization | by Cassandra Michael 7
5. Increase Whitespace
• Place anything clickable, like buttons
and links at a clear distance from
each other on mobile sites to avoid
involuntary clicks.
• Leave a blank border between the
content and the outer border of
the screen to improve scrolling and
aesthetics.
• Take a look at ecommerce store Fugoo’s
site on the left: note how whitescape
and clear CTAs are used in order to
optimize the experience for the user.
Mobile Commerce Optimization | by Cassandra Michael 8
6. Optimize Site Search • Allow customers to quickly and easily find
the products they are looking for. Ideally, they
should be able to narrow down the list of
products with 4 clicks or less.
• Search is the #1 mobile browser activity. Auto- • A good approach is to ask a few filter questions
complete functionality and prominence of ahead of time; for example, if you’re selling
the search bar have been shown to increase shoes, you may want to ask if the user is
searches on mobile. looking for products for men or women.
Mobile Commerce Optimization | by Cassandra Michael 9
7. Create Urgency
• Make a special offer or launch a
competition exclusively for mobile
shoppers. For example, two-for-one,
discounts and free shipping.
• Another good technique to boost
conversions is to make customers a
special offer if they put something in
their shopping cart and checkout with
any device within the next 24 hours.
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8. Use Clear Mobile CTAs
• Design your CTA button so that it takes
up the full width of the screen. This
ensures it stands out and users do not
have to zoom in order to view and click
it.
• Incorporate the element of social proof
in your CTAs. This could be testimonials,
social following metrics or data security
certifications
• Write CTA copy in the first person. “Claim
your offer” as opposed to “Claim the
offer”.
Mobile Commerce Optimization | by Cassandra Michael 11
Let your customers tell you why your mobile
site isn’t converting
Improve user experience Boost customer satisfaction Increase conversions
The standard in user feedback
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