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Underperforming mobile pages sabotage your income. Here's how to fix them.

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Your site generates more traffic from mobile devices than from workstations.

So … why are your mobile conversions so weak?

It's what matters most after all. Not true?

Good.

The typical reason?

Your site is bad. Simple and simple.

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It's hard to use. The organization is a mess. And it's slow as a snail.

But there is good and bad news.

The good news is that the solution is easy. Just build a new site.

The bad news is that you can not always do that. Or someone will not always approve it.

Here's why you might want to rethink that.

And what you should do if it's still a problem.

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Why the results of your mobile are not what they should be

Many sites claim to be "mobile-friendly".

However, this is not always the case.

The reality is that most sites are not actually mobile . They are just accessible on mobile devices.

Yes, there is a difference.

According to Frank Reynolds at Compulse, there are actually three different terms for displaying sites on mobile devices: mobile, mobile, optimized for mobile.

  • The mobile sites are really user-friendly. They are designed from the ground up with mobile transitions and the user experience in mind, and they resize and adjust the proportions, images and text based on specific devices.
  • Mobile Optimized Sites are constructed as a separate mobile version of the desktop site. They look and feel more like an app, they are just not designed to be apps. These are also usually built from the ground up.
  • Mobile-Friendly Sites are simply standard desktop sites with an accessible version on mobile browsers. They can be designed for a mobile experience, but typically these are just smaller versions of the larger desktop site. * It's the majority. *

The last option is, unfortunately, the most used option by sites looking to add mobile functionality to their desktop site.

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The reason? It's fast and dirty.

And you can cast it afterwards as a band aid. No need to start over.

Which translates to "a lot cheaper than building a separate mobile site."

Unfortunately, narrowing the user experience of a desktop site on a smaller screen does not really help mobile usability.

This makes more difficult for users to do what you want.

To convert. To register To give you their money, bling a marketer want to sing singing.

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Here's why.

When "mobile-friendly" costs you conversions

Mobile usability (or lack thereof) has an impact on SEO.

Search engines like Google are looking for mobile responsiveness when they drive traffic to your page.

Soon mobile-first indexing will be one thing.

This means that mobile sites will take precedence over desktop sites when they will appear on Google's SERPs.

But when Google says that they are looking for mobile-friendly sites, what they really mean is that they are looking for mobile-responsive .

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You know, this third option from above. The dear.

If your website is not mobile-friendly – designed from the ground up with a mobile experience in mind – you'll see a decrease in search traffic.

Lost traffic equals lost conversions. Fewer people to buy things.

And that is assuming that the same rate of people buy things in between. Which is not the case, as you will see in a second.

Even if your traffic numbers have remained stable, having no mobile-friendly design will in any case sabotage your conversions.

The biggest problem is that mobile-friendly designs are not always aesthetically appealing.

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These are basically reduced versions of a normal site that are more difficult to navigate.

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You know, like the scary guy with a little head on Beetlejuice.

via GIPHY

According to Adobe, 38% of mobile users will stop using a website if the content or layout is unattractive. And 65% view the display as "the most important aspect" when it comes to consuming content on mobile.

Bottom line: "Mobile-friendly" designs destroy your conversions.

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Do not listen to me. Go peep your own analyzes. Everything is there in front of you.

Three times. That's the difference in new prospects or customers.

Conversely, it means that you are losing 3 times the leads or mobile sales that you could be, should be.

How much is an average lead for you?

Couple one hundred dollars on the low end for B2B or high retention products or expensive average order values.

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Three * a few hundred dollars = lots of missed revenues.

Here's what you should do about it.

Redefining your underperforming site with a true mobile state of mind

Are you doomed if you have not built your site from the ground up to perform on mobile?

Not necessarily.

The trick is not to take the lazy path.

Call it what you want. But it's like that at the end of the day.

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Maybe you can not rebuild your mobile site from scratch for any reason. You should always. Your reason can only be better than tens of thousands of lost income each month.

But let's say, for the sake of arguing, that your friend HiPPO is not going to sign.

Start with a simple assessment, then.

For example, begin with the drawing:

  • How does it look on a mobile? Is everything shrunken and difficult to read, or is it resized appropriately and scrollable?
  • How does he react to mobile touch? (For example, does he zoom in when pinched, etc.)
  • Is it easy for users to perform the same functions as your desktop site? Can they fill out a form as easily on a smartphone as on a computer?

Let's take a look at all the other potential problems. In addition to lost income. Of this number, there are many.

❌ Speed ​​of the site – What is the speed of your site? Maile Ohye, technical director of Google's developer programs, says that " two seconds is the threshold for the acceptability of the website." At Google, we are aiming for less than half a second . "Google and site users expect mobile sites to load quickly – yours is probably not that fast.

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❌ Pop-ups – Are some desktop features needed on mobile? Most likely, no. Pop-up windows and other Flash-based elements can cause the blocking, reloading, and slowdown of mobile sites. All of this will damage the conversions. Then there is the whole "intrusive interstitial penalty". Google says to make the content easier to access, not less.

❌ Finger-friendliness – Can someone bang on a form field with their thumb? The mobile should be adapted to the fingers. Buttons or form fields that are too small will hurt your conversions.

❌ Titles and descriptions – For mobile SERPs, you have less leeway, so your titles and descriptions are short, accurate, and optimized for your keywords.

scroll Vertical Scroll – Can any one use his thumb to read the entire page or does he have to deviate sideways to find content?

❌ Top-Loaded Pages – Are the most important information at the top of each page? The presentation of your content must be different from your usual site.

❌ Modern code – Do you use HTML5? Deprecated languages, such as Flash, do not work or severely limit your mobile experience.

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It is important to be honest here. You can probably spot many of these problems one kilometer away.

If your mobile site does not meet expectations, you must reconsider whether the development of a site actually optimized for mobile or mobile-friendly justifies the investment. (Hint: Yes, of course yes.)

But if you (or someone cutting off your check) are still on the fence, you can use some tools to prove your point of view.

If you want to see how good Google is for your mobile, try using their mobile-friendly site tester.

Simply enter your URL to get the quick verdict. Thumbs up or down.

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Green is good.

You can also use Responsinator to check your results. It will also show the appearance of your site on several different devices.

Ideally, you want to see the site expand on the entire device. You want to see the navigation menu collapse. And you want to see the different sections of your site reorganize themselves.

If these things do not happen or if you see too much red in the tools above, try these tips below.

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5 ways to optimize your existing mobile site

If you are not sure that your site is really mobile friendly (read: mobile-responsive), you have some choices to make.

✅ 1. Create a site optimized for mobile.

The site is built. Your boss / client just hired the cousin of their best friend's sister, who took a single HTML course at college to rebuild it all.

Long story short: It will not change anytime soon.

You may need to create a new mobile site that works seamlessly with your current site. Not ideal, but better than nothing.

✅ 2. Correct the layout of your mobile site.

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If your website was created by selecting a template or theme from a third-party website software, you can customize it for mobile users.

If you are on WordPress, for example, you can use a separate design for your mobile theme than for your desktop theme.

This allows you to provide a different user experience than simply creating a smaller version of your main design.

Plugins also abound for WordPress. The problem is that these often wreak havoc on the speed of your site.

Here's why it's important.

✅ 3. Optimize your mobile site for speed.

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Almost all websites are too slow on mobile devices.

This conclusion comes directly from Google.

Source of image

Even if you do not change the design or underlying architecture too much (although you really should), consider making changes that will make your mobile site faster and more usable.

This may include steps such as:

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  • Clean and reduce the code of your site
  • Compressing and reducing files
  • Compress and reframe the images
  • Upgrade your servers and hosting
  • Minimize redirects, even 301, when this is possible
  • Load scripts under the page content

✅ 4. Measure the conversion roadblocks on your site.

You can run tests to see exactly where people are having problems on your website.

There are many, many things that must happen before someone converts.

You have various micro-conversions. Then you have funnel or payment steps. You can even run A / B tests if you have enough mobile traffic.

A certain percentage of visitors will drop to each.

A report on funnels can also quickly identify these problem areas.

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You can create a new funnel and segment the results by device category. You will be able to identify the difference between conversions and the conversion rate.

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<p> After the funnel, you still have not finished, of course. It's just a conversion point, for example. </p>
<p> There are still many interactions that must take place. This means that you may need more landing pages and / or funnels after the fact before someone converts. </p>
<p> The problem is that it quickly becomes difficult with most (bad) sites. </p>
<p> My favorite sneaky alternative? </p>
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Launch a new site or tool to augment / replace these problem areas. Like your HubSpots or Unbounces of the world.

BUT pay for them from your pocket or your budget.

This keeps them away from the clutches of the department "I Tried" which otherwise will make your life a real hell. And most executives literally have no idea what's going on.

If they do not know what a DNS is, you're probably good at going there.

Hey – we have jobs to do! Our livelihood depends on it.

Once, we even created a new WordPress site on Godaddy to create a practical workaround.

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Are you honestly willing to let your own success be determined by people who literally have no idea what they are talking about?

Pay $ 99 / month from your pocket. Kill the results. Get an increase by paying you $ 1,000 more a month because you just made $ 10,000 a month.

If they will not rise, I will do it. #realtalk

It's naughty on the streets.

✅ 5. Simplify your website.

Simple websites are almost always better converted.

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There is no need for fancy stuff. Please do not use the carousel sliders. Or God forbid, parallax.

I do not find any study on this, but I'm willing to bet that a static HTML site would convert better than most "sophisticated" sites.

It would also load faster and be easier to navigate too.

Or just pay for Squarespace.

You think I'm joking. Kinda. Sorta.

But at least you know that they work on all devices.

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Conclusion

You may be able to visit a website from your mobile device.

But that does not make it really mobile-friendly.

And mobile-friendly solutions make the difference when you consider what matters most: traffic, visibility, customer experience, and conversions.

Go check this now. Traffic and conversions from mobile and desktop should be enough.

Next, run your site with the help of simple tools to diagnose what's wrong and what needs to be fixed.

You may not be able to edit your site. The powers in Be might not sign.

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So, be cunning. There are workarounds if you know where to look.

Overhaul parts of your current site. You can use mobile-friendly templates and layouts. Even substitute pieces of your funnel with better tools.

Sometimes it's better to ask for forgiveness than permission.

Especially when your work and your financial health are at stake.

About the author: Brad Smith is the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.

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