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5 Deadly Mobile Conversion Mistakes You Should Avoid

2014-11-20by Monique Rivers

Optimizing the conversion rate of your website is a piece of cake as long as you stay on its desktop version. Entering the world of mobile, things can become pretty tricky. Mobile conversion is still a pretty challenging field and there are lots of errors being made by even the most skilled professionals. Here are the top 5 deadly mistakes you should avoid at all cost when optimizing the conversion rate of your site's mobile version.

1. Assuming all mobile devices are the same

Smartphones are different from tablets and devices that run on Android system react differently than those with an iOS. Not to mention the fact that users equipped with tablets behave in a completely different way than those with smartphones. Studies show that up to 75% of mobile sales come from iPads. That's why you first need to check your mobile analytics and then proceed accordingly.

Seems obvious, but not everyone thinks about segmentation when working on their mobile conversions. To be on the safe side, make sure everything works perfectly by testing all combinations of manufacturers, screens and devices.

2. Treating responsive design as a cure to all

Many site owners consider responsive design the easiest solution to ensure the performance of their mobile sites. Responsive design will literally respond to the device used by the visitor and adapt website elements to fit the given display area.

This is all well and sound, until you think about the expectations of your users. Instead of going at your responsive design by random, see which elements of the site are most visited, choose these that are most likely to be clicked on by mobile visitors and always make sure they're all displayed in a proper way.

3. Focusing exclusively on sales

Sales are easy to measure and website owners tend to think they show an objective view of the situation. Consequently, when they see that some devices don't result in conversion they might get discouraged from working on these conversions – and this could be one deadly mistake.

The truth is, even today lots of people don't like the idea of writing down their credit card numbers on their phones. What do they do? They browse, find things they want and then make the actual conversion on the desktop version of the site. Make sure to note this when managing your tracking.

4. Lack of multi-device tracking and attribution

You're probably aware of it, but consumers might own several devices. Sometimes they might use them at the same time in search for the same offer. If you don't establish some kind of multi-device tracking solution that will be able to spot this, you won't be able to make sense of the final conversion.

Think about this as well: some visitors might browse items on your website, but then convert on your brick and mortar store. Measuring only sales, you'll simply miss that point. Be aware that no single device is responsible for the sale – if you ignore this fact, you might leave out a lot of important aspects of your mobile site un-optimized. It's your job to provide a great experience on each and every device to lead customers towards a purchase.

5. No streamlined mobile funnel

When designing your mobile site, think about input mechanisms – they tend to be overlooked, but can make the difference. The key here is to make things easy – entering information on touchscreen is sometimes a nightmare. Use forms that are simple and streamline your mobile funnel to provide the best user experience possible.

If you want to make the most from the mobile versions of your website, you simply need to make sure you understand the intention and behavior of your customers. To get a firm grasp on that elusive knowledge, use all analytics tools at your disposal – from Google Analytics to Site Catalyst – and monitor your mobile traffic to see what the priorities of your website visitors are. Once you now that, you can start working on your mobile conversions, rendering your brand stronger and achieving great results in no time.

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Author

Monique Rivers

Monique Rivers is an Australian tech blogger who also loves good food and fashion. She works at ninefold.com. Ninefold is a powerful Ruby on Rails platform, that allows you to deploy Rails apps quickly and easily.

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