Let’s start a series of articles about changes on the website and their importance for increasing conversions and sales. First article would be about increasing website speed for mobile devices, why it should be done and what you can get out of it.
At the moment, more than 50% of all Internet traffic in the world is used on mobile devices and these numbers will grow from year to year. In fact, now only office workers really use the desktop to surf the Internet. People usually search for something at work, on the way home, in traffic jams, etc. So, now, the whole business wins from developing a design and optimizing the site speed for mobile traffic, if the online store has easy navigation and a convenient way to fill out contact forms from a mobile phone, people will buy.
If the online store is not optimized for mobiles, a user will most likely go to the competitors and make a purchase in another place. The same thing can be said about single-page landings for a single product / service – if it’s convenient to contact your campaign from a mobile phone or leave a request, your business will be in positive territory, will grow and develop.
In connection with the above, we would like to show 2 different examples displaying the above:
- Single service landing page.
The client sells the service through the site, he has Google Analytics set up to track conversions and user’s behavior on the site. The main source of traffic is PPC ads in Google and Bing. The client has good ROI, 7.7$ for the lead with a minimum service charge of 22$. Because the service is completely digital, there is no overhead for the production of real goods.
At one point, the client decided to change the site engine. We turned off the ads and controlled the process of replacing links from paid advertising and everything went smooth. However, with a successful advertising campaign over a long distance, we noticed how dramatically the lead price increased. We began to analyze the situation, and it turned out that downloading the site from mobile took 20-30 seconds and sometimes reached 1 minute!
After optimizing the site for a mobile, we quickly returned to the previous results. On the chart from Google Ads, you can see that the lead price has increased, and the number of conversions has decreased, because due to the long site loading, the bounce rate has increased, and most users left the site without waiting for the download.
- Legal services website
The client’s website, but now, does not have good optimization for mobile. However, over 90% of traffic and conversions are from mobile devices. At the moment, the difference between users who come from desktop and mobile traffic is twice more in favor of the desktop. However, based on Google Analytics data, we can see that from the point of view of achieving a goal conversion, mobile traffic is more effective, despite a higher bounce rate and a shorter average session.
By optimizing the client’s site from a technical point (download speed, speed) and from the point of UX (user-friendly design, information content), we can achieve better results.
Also, do not forget that page ranking algorithms also pay attention to mobile speed optimization, so if your site is not optimized – it will fall organically too. According to this example, we can see that the number of organic mobile users is three times lower than from the desktop – because the site is poorly optimized for mobiles, so competitors are in higher positions and we are losing potential customers.