{"id":12669,"date":"2016-03-25T12:17:50","date_gmt":"2016-03-25T12:17:50","guid":{"rendered":"http:\/\/www.francinebeleyi.com\/?p=12669"},"modified":"2025-04-23T19:09:56","modified_gmt":"2025-04-23T19:09:56","slug":"the-secrets-of-mobile-content-conversion","status":"publish","type":"post","link":"https:\/\/francinebeleyi.com\/the-secrets-of-mobile-content-conversion\/","title":{"rendered":"The Secrets of Mobile Content Conversion"},"content":{"rendered":"

Why does it matter to improve mobile conversion?<\/strong><\/h3>\n

\u2018Smartphones are the most common starting place for online activities.\u2019 Increasing the conversion on this medium means increase in revenues and higher profits with no additional cost of acquisition.<\/p>\n

Mobile optimised content also means a higher traffic and increased market shares. The possibility to use geolocation also makes it easier for customers to get in touch with you. All these elements could significantly increase the lead generation.<\/p>\n

The problem however is that people are more distracted on mobile. They flip through pages fast and the screen is smaller. Which means that the information presented should be immediately accessible to the prospect or buyer.<\/p>\n

How well your content is performing on mobile? Probably too cluttered and in a desperate need of optimisation to remove the friction that prevent users to access the information they want faster.<\/p>\n

Stephen Pavlovich, founder and CEO of conversion.com, speaking at Ayima Insights 2016, shared the three steps to create a highly converting mobile content:<\/p>\n

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  1. Goals<\/strong><\/li>\n<\/ol>\n

    It\u2019s important to understand the goals of your customers when they reach your page and what you want them to do.<\/p>\n

    If the customer is looking to book a flight for example, he or she might do so in multiple sessions. Also the buying journey although started on mobile can end up on a desktop. So having a save button to keep what has been done during a session and retrieve it at a later stage should be a primary feature to offer.<\/p>\n

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    1. Data & insights <\/strong><\/li>\n<\/ol>\n

      To understand how customers behave online, you can use the behaviour model, B. J. Fogg 2007, to figure out where to focus efforts. The higher the motivation and ability to buy, the more likely the punter will take action. Your job is to ensure the user is highly motivated by the content and it\u2019s very easy to do what you want them to do.<\/p>\n

      Let\u2019s say you access Interflora<\/a> website a Friday morning at 8 am on your smartphone. What is the action you are likely to perform? There is probably a sense of urgency. You forgot to buy a present for your friend\u2019s birthday and want to order something to be delivered quickly. You don\u2019t want many options. Same day delivery option should be a featured option on the page.<\/p>\n

      Your ability to prioritise content is key to get the prospect to take the right action.<\/p>\n

      But how do you find out what customers expect to see? <\/strong><\/h3>\n

      Talk to people and observe how they are using your content on mobile. Use heatmap tools like Hotjar<\/a> or \u00a0Clicktale<\/a> to dig further their needs, wants and pain points.<\/p>\n

      Then strip information down to get to the core of the information needed using wireframin<\/a>g or just a blank business card size paper to write only the words that will make a difference.<\/p>\n

      Researches have shown that the majority of forms on mobile have some sort of problems; they need to be fixed to make the experience smooth. Use this guide<\/a> to figure out how to set up bug-free fields forms.<\/p>\n

      Your new optimised content is now ready to launch and to be tested.<\/p>\n

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      1. Testing <\/strong><\/li>\n<\/ol>\n

        How do you decide what to test and if it\u2019s worth the effort?<\/strong><\/h3>\n

        Tricky question indeed. Steven recommends these two questions to do the right kind of tests:<\/p>\n