The use of mobile internet is increasing rapidly. The number of transactions from mobile devices, however, often lags behind compared to regular computers. How can you make sure these visitors convert better?

Testing: does my website work?

Is it even possible to convert from a mobile device? You want to add the following points to your test:

• Are the elements large enough? People have to be able to use their finger on a small screen.
• Is everything displayed regularly? Render errors cause problems.
• Does everything work properly without JavaScript? Especially older browsers do not support JavaScript.
• Does everything work properly with limited JavaScript support? Many mobile devices do not fully support JavaScript.
• Does everything work properly without Adobe Flash? Many mobile devices do not support Flash.
• Do you use many large images or videos? Take into account that a mobile internet connection is slower than a regular internet connection. When it takes long for the page to load, the visitor will leave.

When the website works properly, the barriers to the normal use of a website are smaller.

Mouse, stylus or finger?

The first touch screens were from a different type then the ones mostly used these days. These were resistive screens. These screens needed pressure in order to record a touch. When using these screens, the use of a stylus is recommended. The operating systems were also focused on this: smaller buttons, because the stylus could easily touch them.

These days, almost all modern smart phones have capacitive screens. These screens do no longer use the stylus, but can be controlled using your fingers. For this reason, the operating systems (think iOS for the iPhone and Android OS) have changed too: They have got bigger buttons that can easily be controlled using your finger.

Because people use their fingers to navigate a website, the buttons have to be adapted to this. You do not want you ordering process to create a barrier for mobile users that want to place an order. A negative experience remains top of mind. This is something you want to prevent!

Lightbox, Thickbox or other variants

On a regular computer it’s often better to show a Lightbox pop-up with for example a larger version of the product picture. On a smart phone, this is a little different and can create irritations:

• Both Lightbox and Thickbox are not centered properly
• Opened images are, when zoomed in, not displayed well on both Android and iOS.
• When rescaling the screen, the pop-up is repositioned.

As you can see, this form of pop-ups are at all user friendly for mobile devices. Do you want mobile conversions? Make sure your users are not confronted with Lightbox/Thickbox/Fancybox/Shadowbox.js and other variations.

Flash video

Besides the limits presented by JavaScript, you also want to minimize or ban the use of Flash video. Flash video never works on iOS devices and has its limitations on Android devices. Do you want to show video anyway? Make sure you offer it in MP4 format, as these are supported by most smart phones and tablets. YouTube, Dailymotion and Vimeo videos work on all modern mobile devices. Hosting your videos externally is therefore also an option.

Convert on the spot or later?

Payment methods

In the Netherlands iDeal is the most widely used form of online payments. On a mobile device, however, this is more difficult, because you usually don’t have a random reader (a device that generates login codes) with you, which makes it impossible to use iDeal. In the (near?) future, a mobile version of iDeal will be launched, but before this is the case, you are depended on whether your visitor brought his/her random reader.

So, you want to offer alternatives:

• PayPal can be used anywhere, because all you need is a combination of e-mail address and a password
• Offering the possibility of paying by pre-printed giro credit slip usually increases conversions. On a mobile device, this only requires a small effort by the user. When the order is received, the user can pay the credit slip via a normal computer.

Mobile webshop

Bol.com is one of the few web shops that has already taken the step of creating a separate mobile platform. Creating such a separate platform is a logical one in most cases, and especially for larger web shops. They offer the basic functionality of a web shop in a format that fits with needs of the mobile user: buttons that are easy to use and the possibility to make a purchase.

Delaying the purchase

When designing a web shop, you should take into account that fact that the barriers for making a purchase via a mobile device are higher than for a normal PC. Because you want to make it easy for your visitors (and of course because you want to make as much money as possible), it is recommended that you offer your visitor the opportunity to delay the purchase. You can do this in several ways. Which one you use will depend on your target group:

- Email: Almost anyone with an internet connection will have an e-mail address.
– Wishlist: useful, but it requires users to have an account (which creates another barrier, especially for unknown and small websites)
– Cross device shopping car: useful, adding stuff via your mobile device and pay when you get home! However, just like a wishlist, this is difficult to implement.

The problem is NOT offering these possibilities. Your visitor arrived at your website via a search query in Google. By the personalization of search results and the fact that mobile results are often influenced by location and the use of the mobile device, it is not likely that your visitor will be able to find your website again. By adding the above mentioned examples you van make sure your visitors will find you again.

Testing

The above mentioned examples are meant to put you in the right direction. They should lead to a website that is more easily accessible via a smart phone or tablet. However, the real challenge is taking the next step: Testing! What works on my mobile website and what doesn’t? What leads to conversions (direct or later)? Do the USPs of your regular website and products also work via mobile?

Fact is that mobile traffic is increasing rapidly, on technology related websites to more than 25% of total traffic! I think this is an indication of what is about to come on other websites. For this reason, it is wise to have your website function properly not just for regular users but also for mobile users (however small that percentage might be). The screen estate on a smart phone will always be limited, after all, you have to be able to carry the device in your pocket.