Case Study #1: Do Mobile Sites Increase Conversion Rates?

Case Study #1: Do Mobile Sites Increase Conversion Rates?

How creating a mobile site increased our conversion rates by 6-8%

The sites looked great on computer versions, but not on mobile devices

The sites looked great on computer versions, but not on mobile devices

In September 2012 we learned something about our clients’ websites that we built: While they looked great on computers, they all looked terrible on mobile devices. Why did that matter? Because we learned that over 15% of all of our clients’ traffic was from mobile devices.

While the computer version of the websites looked professional and fine, the mobile versions were a different story.  We decided to do something about it.

Major Issues With Our Sites on Mobile Devices

  • Hard to navigate by zooming in and out and scrolling side to side
  • Content was misaligned and scrambled due to the mobile screen size difference
  • Buttons and phone numbers were hard to click
  • Forms were hard to fill out due to the need to type in most form fields
IPhone 5 Screenshot

We hoped to increase conversion rates with a mobile website

 

Our Hypothesis

In September 2012, we decided to create mobile versions of all of our clients’ websites (for free). We hoped to increase the conversion rates of mobile visitors by making the mobile sites simpler and more user friendly.

Changes We Made

  • We made the content layout vertical (no side scrolling) and fit the layout of mobile screens (no more zooming in and out)
  • We made click to call buttons so the visitor can click to call our client
  • We made form fields easier to fill out by using radio buttons and dropdown menus in place of manual type fields

The Results of the Changes

In short, conversion rates rose by 5-10% in all of our clients’ accounts. While mobile visitors weren’t converting well before, now between 15-20% of all mobile visitors convert to leads.Conversion rates increased due to the mobile sites' improvements

What You Can Do

  1. First, you need to know what your site is like on mobile devices. You can either visit your site on your smartphone and navigate around, or you can use a free tool like Mobilizer to preview your website on various phone types. This will help you see whether or not your current site is appropriate for mobile users.
  2. Second, you should simplify the content of the mobile site to make it easier to contact you
  3. Third, you should modify site elements like buttons and menus to make them easily to use on cell phones. Also, you should make forms shorter and easier to fill out by using radio buttons and dropdown selectors.
  4. Last, enjoy the results. Your conversion rates for mobile visitors will increase, making this traffic more profitable for you.

**You can have a custom mobile site built, use plugins (if you use WordPress or other similar platforms) or use tools like GoMo.

 

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