July 28, 2018
Digital Marketing Tactics to Boost Your Conversions on Mobile-First Content
If you haven’t noticed that mobile traffic is conquering the internet you may want to take a quick look at your analytics. According to Search Engine Land, nearly 60 percent of search is from mobile devices. Mobile is something that can’t be ignored.
What may have worked great for your users on a desktop could be failing your business on mobile. If you haven’t been looking at mobile marketing, lets dig in a bit and show you a few tactics that are, in my opinion, great ways to improve your conversions for mobile users.
Create a Sticky Header
With the new mobile first index a number of marketers have decided to avoid pop-ups (at least on mobile) to ensure that rankings don’t suffer. After January 10, 2017, in an effort to improve mobile search, Google decided that pages where content is not easily accessible to a user on mobile devices would not rank as highly.
Some of the examples provided by Google included a popup that covers the main content, either immediately, or while they are browsing later. You can read more about this update here.
With pop-ups being out of the question for some, sticky headers can be a useful tool for those trying to:
* Capture emails
* Get phone calls
* Create urgency
* Promote a sale or contest
* Direct people to a specific landing page.
A sticky header remains at the top or bottom of your site as a user scrolls, so it is never out of sight.
One of the reasons why some users might be ignoring your pop-ups is because they are annoying. Nobody likes them, but let’s face it, if it didn’t work digital marketers probably wouldn’t be using them. Instead of using the traditional pop-up that is triggered by a new visit, time on site, or activity, why not let the user initiate.
Try this. Create an image with a compelling offer. When a user views the image they will ideally click on the button within the image, and a pop-up will be triggered. The pop-up can ask for their information and the visitor will be more inclined to fill it out since they were the one who initiated the action.
Create Signup Forms within Blog Content
As a generation that grew up on desktop computers, you might be used to seeing opt-in forms that a nicely placed within a sidebar of each blog post. This is great for desktop users but as soon as you convert this over to mobile where does that signup form go? Depending on your template, your signup form might be excluded from mobile, or added to the very bottom, or worse it ends up at the top of the post before the content.
As you look through your content on mobile check to see where your opt-in forms are being placed. One of the best places you might consider placing opt-in forms is within your content. Maybe after the first or second paragraph, or at the end of the article before the comment section.
Reengage Your Audience to Close the Deal
If you run an ecommerce store you may have noticed that a good portion of your traffic doesn’t convert. MobileShopTalk wrote an article back in 2016 that claims nearly 80% of mobile audiences don’t complete their purchases online.
So how can you improve your conversions and get more of your traffic to convert? Well, the first step is to ensure that they don’t leave your site. Secondly, give them a reason to convert now. This is especially true considering that EmberTribe claims 95% of first time visitors to your site won’t return.
To help with your mobile conversions, consider adding a pop-up offer that appears when all activity has stopped. A lack of activity might be a signal that a user is about to leave. Try offering them a discount that expiring soon, give them something free with purchase, or offer them a chance to leave their email for special offers in the future. Don’t let them leave you empty handed.
A special thank you to Dale Carnegie Los Angeles and Fremont College digital marketing school for assisting in the creation of this article. Enroll today by visiting their website dalecarnegielosangeles.com or Fremont.edu.