Lets face it, no one likes a leaky anything, least of all Dear Liza and Dear Henry. But a website that’s leaking mobile traffic is particularly bad for your business.
Because people don’t like things that don’t work when they need them to.
With 50% of adults using a mobile device for their social media, and (according to StatCounter) mobile internet traffic now accounting for one fifth of all internet usage, you need to make sure that your website is optimised for mobile and not leaking mobile traffic.
This doesn’t just mean it still looks good on a mobile phone, or it kind of works if you turn the screen horizontal.
This means that it needs to be functional on a multitude of mobile devices, from end to end.
How do I know if my website is leaking mobile traffic?
Google Analytics have a great tool that lets you see conversions or bounce rate per device.
If your website isn’t displaying properly on an iPhone or Samsung Galaxy S5, you’re going to see it here. You want to look at the conversion rates between devices, and whether users are finishing a sale on their smartphone or tablet.
To get the full picture, you also need to look at your mobile traffic. If it’s getting up near the 50% mark, then you need to take your mobile traffic seriously.
Also, if you’re noticing that a lot of users are viewing your site on a mobile device, but the conversion rates for mobile users are low, there’s clearly an issue with the usability of your site in regards to finalising a sale.
Just to clarify, your bounce rate is for people who arrive via an external link (e.g. Google search), and your exit rate is for people who come from an internal link.
So it’s one thing to work hard and get traffic coming to your website. It’s another thing to work out where that traffic going and at which point are they leaving.
In Google Analytics, look at Behaviour -> Site Content -> All Pages.
In here you’ll see an at-a-glance view to identify pages that are under-performing and sending people away. Compare your high-performing pages to the low-performing ones, and see if you can spot any differences.
Another trick is to look at different screen resolutions. Users have different devices, hence different screen resolutions, and you can see the bounce rate and conversion rate per screen resolution. This can give you hints about potential leaks.
The next step is to test your website on as many mobile devices as possible, focusing on the usability of the design.
Do the pages respond seamlessly between desktop and mobile? Are elements stacking in the most logical order? Is text still readable? Are buttons large enough for Joe’s fat finger to press without getting the one above, below and to the left also.
This goes for pop-ups too. So many pop-ups pop up on a mobile device, and there is no function to be able to close them. Not everyone will want to accept your opt-in offer, and if they can’t close the box, they can’t see your website! This is a big no-no.
Clients often get caught up in how a website ‘looks’ rather than how it functions. It’s important to find the middle ground so that your site looks great, but also functions effectively on all devices.
The Customer Journey
The next step is to assess your customer journey.
Is the process easy, seamless and user friendly? Were there any glitches? Was it hard to enter information or is the user being asked for information that’s not needed?
There’s nothing worse than trying to quickly buy something on your mobile when you’re out and about and the information required to complete the purchase is longer than the full two verses of Advance Australia Fair.
You want your customer to find what they’re after quickly, and then complete the checkout process in minimal time.
If you can see in Google Analytics that customers are dropping off in the shopping cart or just before, you can guarantee there’s a gremlin somewhere on those pages that’s rearing it’s ugly head and sending your customers running for the hills!
So, there’s some food for thought in regards to your website leaking mobile traffic.
At the end of the day we’re all time poor and overworked, so having your site be efficient and user friendly is only going to get you more conversions and effective website traffic.
Stay tuned for more great blogs from The Web Hut.
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