Google recognises that mobile websites have become every business owner’s must-have marketing tool, which is why the search giant is introducing an algorithm change on 21 April that will see smartphones and tablets drive the future of search rankings.
But in the race to meet Google’s new requirements business owners who make their websites responsive and mobile friendly without refreshing the layout of the content that appears on a smartphone are missing out on a golden opportunity to convert browsers into buyers.
Customers viewing your site on a mobile phone have different requirements to those looking up your business on a desktop PC or tablet. Most people searching on a mobile have an immediate need and, therefore, a desire to contact your brand immediately. That is why the most important element of your responsive mobile site is your Call to Action (CTA).
Having spent the last 12 months designing, testing and perfecting the mobile user experience, here are Art Division’s top 5 tips on how to make your CTA convert mobile site visitors to customers.
Users of mobile sites behave differently to customers viewing your content on a tablet or desktop PC. There are several ways to learn what people actually do when they visit your website on a mobile phone, but the one we find most valuable is using heat map technology to compare the areas of a page that visitors most frequently scan when viewed on a smartphone, tablet and desktop PC. Here is what we have observed by using heat map tests for some of our clients’ sites:
Your CTA is the signpost that directs visitors to your website along the route to conversion. Some businesses want site visitors to submit a sales enquiry, others want visitors to make a purchase, while booking an appointment is another sign of success.
Once you gain a clear picture of the elements of your mobile site that users focus on, you will be in a position to place your CTA where it will attract most clicks.
What do visitors want to gain from visiting your mobile site? Estate agents, for example, have four different types of visitors – buyers, vendors, tenants and landlords. They need to be directed to different pages on a property specialist’s site that should then contain CTAs specific to their needs.
Tenants typically want to book a viewing while landlords want to book a valuation visit. Those are different needs and therefore the CTAs must be different to encourage clicks.
In some cases visitors want to scroll down or click around before they make a decision. Tenants may want to see several available properties before submitting a request, while visitors to other business sites could just require one particular piece of information.
Research shows that clients looking to hire a skip want to call or email and get a quote as quickly as possible. They will not be interested in clicking around and scrolling, therefore the CTA has to be at the top within easy reach.
The key to effective web design is including elements that invite visitors to stay, explore or take action. Successful CTAs make clear what the user needs to do to gain the information or response they require.
To make visitors respond to your CTA and continue along the path to a conversion, use a clear label and precise, active verbs. For example, Join Now is better than Memberships.
Each button taking visitors to the next stage of the customer journey needs to provide a clear instruction. Therefore, estate agents wanting to direct buy-to-let investors to its landlords page, needs to label its button with lines like “Got a property to let?” or “Landlords. Click here”.
On the other hand, if your business offers a range of services, a “Find out more” or “Read more” button placed in the position your mobile visitors look at will encourage them to continue navigating your site.
Smartphone screens may be growing in size, but even the 5.5 inch clickable display on the latest iPhone 6 does not provide index fingers with much room for manoeuvre. That’s why buttons taking visitors to the next stage of the customer journey need to be bright, bold and leave the user in no doubt of how to continue their sales experience.
The button should not only be clearly identifiable (red buttons on dark backgrounds may match your brand’s corporate identity but they will fail to catch the eye of the mobile web user) they need to be positioned away from other buttons to prevent site visitors clicking the wrong CTA and spoiling the user experience.
The majority of mobile users only use their index finger to navigate a site. To encourage them along the sales journey, make the buttons large enough to accommodate even the largest of fingertips.
Mobile sites that deliver a return on investment by answering the visitor’s needs and generating a customer response rely on CTAs. Once mobile visitors have been directed to the section of your site requiring them to take action, it’s time to remove the options.
Keep the choices your final CTA provides to a minimum. This mobile site’s property search page answers all the user’s requirements and no more, while if your final CTA is an enquiry form, for example, keep it short and easy to submit.
Google has made it clear that mobile sites are the future of search and will introduce its most far-reaching algorithm change on 21 April. For help developing your website so it meets Google’s demands and those of your customers, contact Art Division for free, no-obligation advice.Tags: Responsive Web Design