Is your website ready to attract mobile website visitors and convert them into leads?
according to adobeCompanies with mobile-optimized sites triple their chances To increase the mobile conversation rate by 5% or more.
If that’s not enough to tell you about the importance of delivering a mobile-optimized experience, Google recently announced that more Google searches are done on mobile devices than on computers in 10 different countries, including the United States and Japan. There are searches.
All this mobile talk got me thinking about how website visitors are accessing our offers. And after taking a closer look, I found that the conversion rate on our Landing Page There were 20-30% fewer visitors coming from mobile. ,As a lead generation geek, you can imagine how psyched I was to uncover such a huge opportunity to gather more leads.)
Armed with this information, I set out to solve this problem — and I think you’ll be surprised by what I found.
modus operandi
The hypothesis of this experiment was that making content more easily digestible on mobile devices would increase conversion rates. However, getting inside the heads of our mobile visitors took a bit of reflection. I had to ask myself, “What would cause someone to jump?”
Some of the answers I got were:
- Form is too long.
- There is too much text on the landing page to read.
- The design is not formatted for mobile phones.
When information is presented that is not Very good Mobile friendly, the visitor will not hesitate to bounce from your landing page.
Why?
Poorly formatted pages are not only time-consuming, but they also don’t appear very reputable, which often leads to a loss of visitor confidence. With that decided, we knew we needed a way to condense all the information on the landing page to fit the size of a mobile screen.
Use
To give you a better sense of what we were working with, here’s what our landing pages initially looked like:
As you can see, it was quite long with a lot of content. so in To improve the user experience on these landing pages, we took advantage of smart content to minimize display for mobile users. (To learn more about how smart content works, see View this resource,
The first step we took was minifying the content and formatting the images for mobile:
Once this was done, we encountered the form:
saw! With the help of Smart Content, mobile visitors are now presented with a smaller, more digestible form.
Analysis
Along with the changes, we decided that measuring the page’s bounce rate would help us determine whether the mobile smart form helped improve our conversion rates. Essentially, bounce rate refers to the percentage of people who viewed only one page — this is the number of people who visit our landing page and then “bounce” without converting to a form .
Specifically for this experiment, we Need to find out how many people filled out the form from a mobile device. Here’s a step-by-step description of how we got it:
- We used Google Analytics to find out the number of “new users” on hubspot.com. I measured new people on HubSpot.com on mobile (and not repeat visitors) because the existing people in our database will not be pure new prospects (which is what I’m solving for).
- I used HubSpot to quantify the number of new prospects from the Mobile Smart Form.
- I calculated the conversion rate using the following formula: Conversion Rate = New Prospects / New Users PV
- I calculated bounce rate using the following formula: Bounce Rate = 100% – Conversion Rate
Result
mobile smart form test results
By switching to mobile smart forms, we managed to lower the bounce rate (and therefore increase the conversion rate) on every landing page we tested by a Average 27%. Bounce rates which were earlier between 50-90% are now between 20-50%.
Visitors now have a smoother experience and are less likely to leave the page before viewing and completing the form.
Mobile Optimized Content Test Results
After optimizing mobile smart forms, we tested minifying content and optimizing images for mobile. This reduced the bounce rate by 10.7%. (We expect this number to continue to decrease with continued optimization.)
takeaway
Through this experiment, I learned to solve for the user. I also learned the importance of putting myself in the user’s place in order to better determine why and how a conversion happens (or doesn’t happen).
While marketers don’t always think about UX, this experiment proved that its importance is undeniable. If your website is slow to load, visitors may leave. If a user has to scroll through six screens worth of content to reach a form, they may give up. If the form they reach has 10 small fields, they’re good to go.
see my point here? To improve the odds of a conversion actually happening, Always Resolve for the user.
