Optimizing Mobile Conversions with Usability Testing

March 16, 2017
Mobile Conversions Through User Testing
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With mobile traffic increasing incessantly, it is imperative to understand the reasons behind the lower level of actual mobile conversions. Monetate data reflects that desktop still controls the online shopping orb. In the year 2016, mobile traffic to eCommerce websites was around 52.3% in Q3, while Smartphone conversion rates stayed close to 1.3% as compared to nearly 3.5% for Desktops. This reflects that the sole intent of the majority of the current mobile users is to browse rather than to buy. This massive gap in the conversions represents an ever-growing black hole of misplaced revenues, calling for a thorough understanding of the behavior of mobile users, along with a set of right tools to optimize and create efficient mobile solutions.

But why do we need to actually pay separate attention to the mobile devices? Can’t we apply the same rules to the mobile websites or apps, which we apply to the desktop-based websites or apps?

The answer is a reverberating NO.

The reason is that are numerous mobile devices available in the market with different screen sizes, varied flavors of operating systems, browsers, and networks with diverse signal strengths, affecting the performance of the device, and consequently, the performance of the mobile apps and websites.

Usability testing assists in identifying how real users interact with their specific mobile devices, and the problems they may face in real time. The aim is to make the mobile experience of the end user pleasant and useful culminating into higher conversion rates, especially when more and more websites are redirecting users to their mobile apps.

Let us understand how Usability Testing can assist in achieving better mobile conversion rates.

Prioritizing Tasks

User Testing reveals what people would truly like to do on their mobiles upfront, and if it is easily accessible to them through the first screen, or they need to dig deep. If the website is cluttered, tricky to navigate, and has many distractions, it is likely to result in a higher bounce rate.

With limited screen space on the mobile devices, user testing can ensure that the layout and design for your web-page is customized, minimal, neat and relevant.

Trouble-Free Buying Experience

For a pleasant buying experience, a clear Call To Action strategy is required. When companies move to the mobile arena, buyers may face website visibility issues or come across cumbersome shopping experiences. Likewise, some companies go for an overly simplified process eliminating the actual fun from the shopping experience.

User Testing can help unfurl the actual buyer requirements imbibing the optimum amount of fun, clarity, and engagement to make the shopping experience easy and delightful.

Adding Missing Details

Mobile websites often miss the pertinent product information and the product pictures thus reducing the requisite data details and the context for the users to make a buying decision.

With User Testing, it becomes easy to identify and add the missing blocks required for real conversions.   

Improving The Functionality:

User testing can assist in capturing the screens that have a higher quit rate or cause confusion. Recording the top actions by end users along with the information gathered through the crash reports can help discover the flaws in the functionality and usefulness of the mobile website, along with highlighting the areas that need fixes.

Additionally, User Testing also reveals the sections where users may be looking for some support features, thus assisting in the creation of a ‘help repository’ for the mobile webpage or the app, if required.

Ensuring Mobile Security

User Testing can further assist in finding the existing security defects, and any additional information that users may require in order to ascertain that the site is safe to use.

Conclusion

With numerous mobile variants, it is not easy to faultlessly optimize the webpage, and to ensure that the apps work seamlessly across multiple devices and platforms ensuring a wonderful user experience. Here, Usability Testing plays a crucial role by gaining valuable insights into the most common issues faced by the users, thus assisting in timely corrective actions. With Usability Testing, the significant aspect is that most of the friction points can be eliminated before the actual launch of the mobile app or the mobile webpage, thus ensuring enhanced user experience which is a sine qua non for increased conversions.

2 comments

  1. Abhideep Roy - - reply

    I always knew that there is difference between upcoming traffic on ecommerce website and on conversation rate through mobile, but the stats you have provided is really shocking. There is immense difference in traffic and conversion. I think time has come when Ecommerce website owners should start implement different tactics for mobile devices and you have pointed out all the valid point here. A must read for everyone. Can I use this post on my Facebook wall Astegic?

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