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Before optimizing your conversion rate for mobile, it is important to take a step back and define what a “conversion” is.
In industry terms, lead conversion is defined as the act of moving a prospective customer down the sales funnel towards a purchase. But businesses are unique, and conversions can take on many different forms. While one company may not mark a lead as converted until they’re a paying customer, another might see receiving an email address or contact info as being worthy of categorizing as a win.
Think about your business and the goals you’ve set as a company. What exactly are you trying to get customers to do? Is it a one-time purchase of a software solution? Or perhaps are you pushing for a continued relationship with customers?
Content Download: How to Improve B2B SaaS Mobile Conversion
In the world of B2B SaaS, there’s a tremendous amount of customization and feature-building. In these cases, you might define lead conversions for existing customers who purchase add-ons, make routine purchases via a mobile app, or even provide qualified leads in the way of client referrals. In fact, some brands are simply looking to increase readership for an email drip campaign or a quarterly newsletter, all with the intention of those pieces of content marketing eventually pushing towards a sale.
Oftentimes, conversion rates are used as a primary key performance indicator (KPI) of their sales team’s success. But the truth is that lead conversions can happen anywhere in the sales funnel.
Another wrinkle to consider is the sales model your company has adopted. For some organizations, there may be a hands-on approach with sales reps responsible for generating, qualifying, and converting leads; for others, there may be a more multi-touch lead generation process in which marketers use digital tools to first confirm the lead is qualified before handing it off to a sales rep. In the case of the latter, conversions may be counted both at the point of sale, as well as when marketers are able to hand off a qualified lead to the sales team.
The point, here, is that optimizing lead conversions is a process of reflection. In order to ensure the mobile experience is firing on all cylinders, you need a complete view of your business goals, processes, and the metrics you’re using to measure the success rates. Once you’ve gotten a firm grasp on where those boundaries lie, you can turn your attention towards mobile optimization and, most importantly, the obstacles standing in your way.
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Painting in broad strokes is rarely a good idea when it comes to the lifecycle of a company and its products. However, there are a few recurring issues that prevent B2B SaaS organizations from reaching their full potential when it comes to lead conversions on mobile devices. We’ll be covering two of the most common areas: UX design flaws and difficult form and contract integrations, over the next couple chapters. However, let’s take a look at a few other foundational issues to your mobile site that may be impacting lead conversion rates, as well as some simple solutions to fix it.
Consumers have high expectations when it comes to online purchase experiences. According to statistics published by QuickSprout, 40% of B2B consumers will give up or close out a website that takes more than three seconds to load or respond interactively. You’re also fighting against the varying connection speeds that are synonymous with the mobile experience.
We get it: you’ve got a great product and you want to tell the world about every feature that separates you from the pack. But when potential leads are scrolling endlessly or searching for a contact button, there’s a good chance you need to optimize your website copy and content into a more readable and palatable presentation.
For many companies, even when you land the ideal client and are ready to close the deal, something about the way the contract is presented to the buyer on mobile can flop the whole show. As customers are used to seamless and frictionless experiences - generally, and on mobile specifically - even the slightest interruption in their experience can kill the entire deal.
For instance, contracts that are not digitally native (e.g. PDFs and Word Docs) are far more likely to disrupt user flow. They are manual and clunky and unable to collect acceptance with the click of a button. The customer who encounters this is less likely to convert and more likely to bring their business elsewhere.
Allow your contracts to do some of the heavy lifting
Now that we’ve established your goals and relevant metrics, as well as gotten a few of the more common issues out of the way, it’s time to look ahead to the big two influences on mobile CRO: the look and feel of your mobile sites. Read more in our eBook, How to Improve B2B SaaS Mobile Conversion Rates.