Mobile Conversion Ops Do’s & Don’ts

The utility and prevalence of mobile technology continues to skyrocket. Companies with a vested interested in keeping their sites accessible are continuously working to accommodate a wider variety of devices and consumers.

For companies interested in creating conversions through mobile website interaction there is a definite set of “do’s” and “don’ts”.  Though there is no silver bullet when it comes to mobile solutions, there are a few things that everyone should consider.

Do’s

1. Vet Your Value Propositions: As marketers we know having a good value proposition is like having a strong foundation for a building. If your value proposition is solid and consistent, then you can create a good structure on top of it the foundation.
2. Research Design Options: Responsive web design (RWD) has many proponents and is being described as a “future proof” solution to website design. Despite its numerous advantages and popularity, however, you need to be aware that it may not always be the best solution for achieving your goals and fulfilling your customers’ needs. Whatever design format or strategy you choose to employ for your website, make sure you have done your homework first.
3. Remember Your Reader: This is a mantra writers hear all the time, but is just as relevant for web design and marketing. Look at your business, your product, your purpose, and then decide what is MOST important for your customers and HOW you want them to see/understand it. Then build your mobile design around that.

Don’ts

1. Utilize the Shrinkray: Your mobile platform is not just a tiny version of your standard website. Whether you are creating a stand-alone mobile site or using RWD to accommodate however many pixels are available, you are going to have to sacrifice content. THOUGHTFULLY trim content and streamline your site.
2. Sacrifice Conversion Elements: You will want to keep and modify (if necessary) anything that helps effectively direct mobile customers. Make maps, hours, and directions accessible and easy. Keep things like video which feel native to a small touchscreen. Incorporate mobile friendly “tap” functions that allow people to talk to a rep, make a purchase or donation, or otherwise convert.
3. Distract Users: Avoiding non-beneficial distractions to users should be standard practice anyway but is even more essential on a mobile platform. This comes back to making it straightforward while keeping it enjoyable for visitors.