Customer Experience

Optimizing UX Design for Mobile Conversion

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You’ve heard the phrase, “First impressions are everything.” The same rings true for your mobile site’s design and layout. 

Oftentimes customers’ first interaction with your brand comes from visiting your brand’s page. If you’re stuck with a clunky design or poor user interface, the chances of maintaining a good lead conversion rate is slim to none. Studies have actually shown that the average customer forms an opinion on whether they will stick around or bounce off the page in .05 seconds. 

Content Download: How to Increase B2B SaaS Mobile Conversion Rates

On top of that, we know that 57% of B2B consumers say they will not recommend a company or product with a bad or unengaging mobile site. Considering the huge importance of social media shares and word of mouth recommendations, these numbers should be inspiring you to take a look at the design and functionality of your mobile site’s UX design.

There are of course some very basic, universal indicators of a lackluster UX design, including font choices that strain the eyes, broken links that go nowhere, left out or missing information, and unnecessary flash animation. Some other examples of poor mobile UX design include:

  • Navigation that takes forever to figure out
  • Dropdown menus that don’t drop down
  • Pages that aren’t formatted for smaller screens
  • Gated content behind a paywall or account signup
  • Unresponsive buttons.

However, we’re primarily focusing on the mobile side of things. Users want to have the same experience on a mobile app or website that they would on a desktop computer.

Your Customer’s Journey

When we think about optimizing sites and platforms for mobile use, it’s a good idea to think about the whys and hows of your site visitors. Lead conversion happens at every point in the sales funnel, so it makes sense to take a deeper look at what those conversions look like throughout the mobile user experience.

Top of Funnel 

At the top of the funnel, it’s all about awareness - thought not necessarily of your brand. While these individuals likely know they have a certain issue, they may not be aware of a solution, or even that a solution to their problem exists. They’ll generally be using your mobile site for high-level research into what kind of options exist and often find their way there thanks to your content marketing and SEO rankings. They should be able to easily find potential solutions on your site, and your layout should encourage them to travel further down the funnel.  

Middle of Funnel

Folks in the middle of the funnel are considering potential solutions and are looking to your site as an expert. To meet them where they are, your site should be populated with resources that not only keep their interest but give them a good reason to consider your brand as a potential candidate for their budget spend. Interactivity plays a big part, whether it’s through helpful quizzes, premium content downloads, or webinars. 

Bottom of Funnel 

This is where the user experience comes full circle. Whether they are ready to make a purchase or are needing a little more of a push towards a sale, optimizing a mobile site for bottom of funnel content needs to connect them to the resources they need immediately, effectively cutting out the middle person. That means fast page load time, easy to navigate communications with sales or product teams, comprehensive contact forms, and anything else that might be useful in determining your brand to be the perfect solution to their problem.

Related Content: Defining and Troubleshooting Conversion Events

Tips for Improving the Look and Feel of Your Mobile Site

When sites and apps are not optimized for mobile use, the result can be not just poor lead conversions, but a dip in overall lead generation. Whether you’re in need of some slight tweaks to your pages, or an entire overhaul for your platform, there are a few key points to keep in mind:

  1. Uncluttered Design

Web UX design best practices always state that an uncluttered look is best, but this is especially true for mobile screens, which are much smaller than those found on desktop browsers. 

  1. Agnostic Optimization

Make certain your mobile sites work exactly the same across the board. That means Android and iOS, tablets and phones, and any browser you can imagine. 

  1. Touchscreen Responsiveness

There are a number of touchscreen gestures, such as pinch to zoom, tap, double tap, scroll, and rotate. In order to have a great UX, you’ll need to test all of these gestures.

  1. Create Something Dynamic

If you’ve created an app or are in the process of developing one, make sure that it elevates the site experience. Every feature available on the site should be integrated with the app, as well as features like geo-location based results and automatic account syncing. 

WATCH: HOW ONLINE TERMS CAN MAKE OR BREAK YOUR APP

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Optimize Your UX Design for Higher Mobile Conversion Rates

Of course, these are only a few of the many ways to improve UX design. If you’re wondering how to know what customers are experiencing, you might consider performing internal usability testing or test with a software testing vendor. They’ll be able to track metrics that go far beyond simple page views, and identify trends both large and small that contribute to your mobile conversion rates. 

To learn more about optimizing your mobile app for conversions, download our eBook, How to Increase B2B SaaS Mobile Conversion Rates.

Download How to Improve B2B SaaS Mobile Conversion Rates


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