Making sure you optimize your website for mobile users is not a new concept.
Now why am I going to talk about the importance of having a mobile-friendly website?
Since this is still important, and as a full time conversions optimization strategist, I still come across websites that are not offering the optimal experience for their mobile users.
Not only does this affect the user's potential conversion right now on their mobile device, but it can also leave a negative overall impression on the brand and prevent them from returning altogether.
There are several options for targeting mobile users. So I'm not suggesting that you don't have to create a completely separate mobile website (unless it makes sense for your brand and product). You can still get great results just doing mobile testing.
How do you find gaps in your website's mobile experience?
Turn to the data, of course!
Compare mobile engagement with mobile conversions
Google Analytics is the first place I search. If you're new to the platform, check out my Hero Academy video, which uses Google Analytics to identify friction points on your website. In Google Analytics, look under the Mobile tab in Audience Reports. That way, you can quickly see what percentage of your traffic is mobile and how the performance is compared to other devices.
While we shouldn't expect mobile users to become active at the same rate as desktop users, in this example we can see that engagement is significantly lower (see Behavioral Metrics) and conversion rate is much lower. Mobile, on the other hand, doesn't lag far behind when it comes to actual sales. This discrepancy between engagement and sales is a clear indication of the value of mobile users and the need to focus on mobile optimizations.
Run user feedback analysis for mobile devices and compare it to the desktop
Another way to look for areas to improve your mobile experience is to do a user feedback analysis. Use third-party platforms such as Usertesting or TryMyUI to set up mobile-specific tasks. Let the testers go through the buying process or search for specific items or information. The tester's screens are recorded and asked to audibly narrate their journey so that you can locate larger areas of friction. If you want to determine if a completely separate mobile experience needs to be created, run tests for mobile and desktop users and see how different they react. This can help you decide what your mobile strategy should be.
Both analyzes are useful in identifying gaps in the existing mobile experience. What exactly are your setup options for mobile experiences?
Consider the Site Setup: Dedicated Mobile Pages Vs. Responsive Pages
When deciding what type of mobile strategy to use, consider the amount of content, the type of content, and conversion goals. I've already mentioned separate mobile-specific pages that work fine knowing that your mobile audience scores are vastly different from other devices.
Responsive landing pages are a great place to start if you haven't optimized a lot for mobile and just want to make sure your users don't have to zoom in to see on mobile or have difficulty clicking and navigating the website. The downside to the responsive design is that you are likely to have less control over the layout of the elements than if you created a completely unique, mobile-specific landing page.
Dedicated Vs. Responsive Pages + CRO Tests
Once you've decided whether to use dedicated mobile landing pages or responsive landing pages, the tests should be considered. When creating your test plan, think about your skills (or your client's skills). Can you test and implement different changes for different devices? For example, I've often seen tests win for the desktop and lose for the phone, and vice versa. Separate landing pages are ideal here. If you are able to perform certain tests for mobile devices, you should also consider them separately in your analysis. If you can't do this, don't think that you can ignore the cell phone altogether. When creating tests, it is still important to see how they will look on mobile devices and, at the very least, make sure that the changes do not affect the mobile experience.
Mobile devices are slowly taking over and changing our online behavior. This is not news. Nevertheless, it should be in the foreground for us to ensure that we continue to optimize the mobile landscape.