Increasing Mobile Conversion with Website Design

When designing a website, we tend to focus on how the desktop version of the site looks. We somehow believe that the mobile version is secondary to the desktop version and at least make the experience not horrible.

However, if 60% of your traffic is coming from mobile, not desktop, you want to make sure your mobile version is excellent, not just good. With users increasingly accessing sites with their phones, a good mobile design is imperative to good conversion rates.

We’re going to explain 4 ways to optimize your mobile web pages for conversion.

1. Keep Your Text Short and Simple

When designing headlines and copy for the desktop version of your website, you have plenty of space to work with. 1 to 2 lines on a 15-inch screen is fine to work with. Now when a user switches to mobile, these 2 lines are going to become 4 lines and this just looks overwhelming on a phone. Smartphone headlines need to be short and simple as to not take up half of a screen. They are to the point and guide visitors through your website.

Here is a headline on our site in the desktop version:

Screen Shot 2016-02-05 at 11.43.01 AM

Here is that same headline when users switch to mobile:

Screen Shot 2016-02-05 at 11.43.18 AM

Short and simple.

2. Bullet Points are Essential

Bullet points are essential in making your content easy to skim through and faster to read. Obviously, when people are accessing your site from their phones, they are on the go. It is easier to read content that is made into a list, rather than a lengthy paragraph.

Bullet points help you to achieve the following:

  • Transform long boxes of text into concise lists
  • Expand on your headlines easily
  • Highlight the main points of your page to be mobile-friendly

Bullet points are one of the most basic solutions for optimizing mobile web page conversion. Also, they help the viewer with scrolling, the next point on our list.

3. Scroll Viewing

Most web designers put a lot of importance to the area “above the fold” on a website. This is completely valid and important mostly for desktop design. On the other hand, for mobile design, “above the fold” is not as important. Mobile users are completely accustomed to scrolling, as this is the only way to get through content on a mobile device.

So when designing your mobile site, don’t focus too much on “above the fold.” Instead, concentrate on the flow of the scrolling on your page. Is your user drawn to continue reading what is on your webpage? Is the content engaging enough that they are curious to keep scrolling?

Your main goal with the first few screens of your mobile site is to capture attention. Mobile users are going to bounce right away if they don’t see anything interesting within a couple seconds of scrolling. Another thing to think about is that the majority of mobile visitors is not going to make their purchases on the phone. They will usually switch to tablet or desktop. Nonetheless, you can at least set up the baseline for them to become a lead.

4. Make Contact Forms Short

As mentioned before, most mobile users are not looking to purchase anything on their phone. However, if they decide to leave their contact info, it needs to be simple. If you give a visitor a 20 line contact form, chances are they are not going to fill it in. The faster it is for them to give some simple contact details, the better. Focus your mobile experience on grabbing attention, not on lengthy contact forms.

Understanding the Importance of a Mobile Website Design Strategy

Overall, web designers need to definitely consider mobile web design as an integral part of converting customers. It is essential to understand the differences of behavior on each device. Keep your headlines simple, utilize bullet points, make use of scroll viewing, and keep contact forms short. All these tips will make your mobile user experience easy and successful for conversion!

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