{"id":1663,"date":"2017-09-21T15:34:51","date_gmt":"2017-09-21T13:01:50","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/underperforming-mobile-pages-are-sabotaging-your-revenue-heres-how-to-fix-them\/"},"modified":"2017-09-21T15:34:51","modified_gmt":"2017-09-21T13:34:51","slug":"underperforming-mobile-pages-are-sabotaging-your-revenue-heres-how-to-fix-them","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/underperforming-mobile-pages-are-sabotaging-your-revenue-heres-how-to-fix-them\/","title":{"rendered":"Underperforming Mobile Pages are Sabotaging Your Revenue. Here\u2019s How to Fix Them."},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>\n  .ui-tabs {display: table; }<br \/>\n  .ui-tabs-nav {display: table;}<\/p>\n<p>a.ui-tabs-anchor {<br \/>\n\tfont-family: Tahoma;<br \/>\n\tfont-size: 15px;<br \/>\n\tcolor: #B52700;<br \/>\n        margin: 5px 20px;<br \/>\n}<\/p>\n<p>div.ui-tabs-panel {<br \/>\n\tfont-family: Tahoma;<br \/>\n\tfont-size: 14px;<br \/>\n\tfont-weight: normal;<br \/>\n\tcolor: #B35B22;<br \/>\n}<\/p>\n<p>this is an blog post on Underperforming Mobile Pages are Sabotaging Your Revenue. Here\u2019s How to Fix Them..<\/p>\n<p>Be sure to view the entire blog post and view the main source<\/p>\n<p>Your site gets more traffic from mobile devices than desktops. <\/p>\n<p>So\u2026 why are your mobile conversions so low?<\/p>\n<p>That\u2019s what matters most after all. Right?<\/p>\n<p>Right.<\/p>\n<p>The typical reason? <\/p>\n<p>Your site sucks. Plain and simple. <\/p>\n<p>It\u2019s hard to use. The organization is a mess. And it\u2019s slow as a snail.<\/p>\n<p>But there\u2019s good news and bad news.<\/p>\n<p>The good news is that the fix is easy. Just build a new site.<\/p>\n<p>The bad news is that you can\u2019t always do that. Or someone won\u2019t always sign off on it.<\/p>\n<p>Here\u2019s why you might want to rethink that.<\/p>\n<p>And what you should do if it\u2019s still a problem.<\/p>\n<h2>Why your mobile results aren\u2019t what they should be<\/h2>\n<p>Many sites claim to be \u201cmobile-friendly.\u201d<\/p>\n<p>However, that\u2019s not always the case.<\/p>\n<p>The reality is that most sites aren\u2019t <em>actually<\/em> mobile-friendly. They\u2019re just accessible on mobile devices.<\/p>\n<p>Yes, there\u2019s a difference.<\/p>\n<p>According to Frank Reynolds at Compulse, there are actually three different terms for how sites appear on mobile devices: mobile-responsive, mobile-optimized and mobile-friendly.<\/p>\n<ul>\n<li><strong>Mobile-responsive<\/strong> sites are actually user-friendly. They\u2019re built from the ground-up with mobile transitions and user experience in mind, and they resize and adjust proportions, images and text according to specific devices.<\/li>\n<li><strong>Mobile-optimized<\/strong> sites are built as a distinct mobile version of the desktop site. They look and feel more like an app, they\u2019re just not actually designed to be apps. These are also typically built from the ground up.<\/li>\n<li><strong>Mobile-friendly<\/strong> sites are simply regular desktop sites that have an accessible version on mobile browsers. They can be designed for a mobile experience, but typically they\u2019re just smaller versions of the larger desktop site. *This is the majority.*<\/li>\n<\/ul>\n<p>The latter option is, sadly, the option most used by sites looking to add mobile functionality to their desktop site.<\/p>\n<p>The reason? It\u2019s quick and dirty.<\/p>\n<p>And you can throw it on after like a band aid. No need to start over from scratch. <\/p>\n<p>Which translates into \u201ca helluva lot cheaper than building a separate mobile site.\u201d<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/mobile-responsive-vs-mobile-friendly.jpg\" alt=\"difference between mobile responsive and mobile friendly\" class=\"alignnone size-full wp-image-34132\" \/><\/p>\n<p>Unfortunately, shrinking down a desktop site\u2019s user experience into a smaller screen isn\u2019t actually helping with mobile-friendliness.<\/p>\n<p>It\u2019s just making it <em>harder for users<\/em> to do what you want.<\/p>\n<p>To convert. To opt-in. To give you their cash money bling bling make a marketer wanna sing sing.<\/p>\n<p>Here\u2019s why.<\/p>\n<h2>When \u201cmobile-friendly\u201d costs you conversions<\/h2>\n<p>Mobile-friendliness (or the lack thereof) impacts SEO.<\/p>\n<p>Search engines like Google look for mobile responsiveness when driving traffic to your page.<\/p>\n<p>Soon mobile-first indexing will be a thing.<\/p>\n<p>This means mobile sites will take priority over desktop sites when showing up on Google\u2019s SERPs. <\/p>\n<p>But when Google says they\u2019re looking for mobile-friendly sites, what it really means is that they\u2019re looking <em>mobile-responsive<\/em>.<\/p>\n<p>You know, that third option from above. The expensive one.<\/p>\n<p>If your website is not mobile-responsive \u2013 designed from the ground-up with a mobile experience in mind \u2013 you will see a decrease in search traffic.<\/p>\n<p>Lost traffic equals lost conversions. Less people to buy stuff.<\/p>\n<p>And that\u2019s assuming the same <strong>rate<\/strong> of people buy stuff between the two. Which ain\u2019t the case, as you\u2019ll see in a second.<\/p>\n<p>Even if your traffic numbers remained steady, not having a mobile-responsive design will sabotage your conversions anyway.<\/p>\n<p>The biggest trouble is that <em>mobile-friendly<\/em> designs aren\u2019t always aesthetically appealing. <\/p>\n<p>They\u2019re essentially just shrunken versions of a regular site that are more difficult to navigate.<\/p>\n<p>You know, like the creepy dude with a tiny head on Beetlejuice.<\/p>\n<p>via GIPHY<\/p>\n<p>According to Adobe, 38% of mobile users will stop engaging with a website if the content or layout is unattractive. And 65% rank display as the \u201cmost important aspect\u201d when it comes to consuming content on mobile.<\/p>\n<p>Bottom line: \u201cMobile-friendly\u201d designs are killing your conversions.<\/p>\n<p>Don\u2019t listen to me. Go peep your own analytics. It\u2019s all right there in front of you.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/mobile-conversions-google-analytics.jpg\" class=\"alignnone size-full wp-image-34133\" \/><\/p>\n<p>Three times. That\u2019s the difference in new leads or customers.<\/p>\n<p>Conversely, it means you\u2019re losing out on 3x the leads or sales on mobile that you could be, should be, getting.<\/p>\n<p>How much is an average lead worth to you?<\/p>\n<p>Couple hundred bucks on the low end for B2B or high retention products or expensive average order values.<\/p>\n<p><strong>Three * a couple hundred bucks = <em>lots<\/em> of missed revenue.<\/strong><\/p>\n<p>Here\u2019s what you should do about it.<\/p>\n<h2>Redesigning your underperforming site with a true mobile mindset<\/h2>\n<p>So are you doomed if you haven\u2019t built your site from the ground up to perform well on mobile? <\/p>\n<p>Not necessarily.<\/p>\n<p>The trick is to not take the lazy way out. <\/p>\n<p>Call it what you want. But that\u2019s what it is at the end of the day. <\/p>\n<p>Maybe you can\u2019t rebuild your mobile site from scratch for some reason. You still should. Your reason can\u2019t be better than tens of thousands in lost revenue each month.<\/p>\n<p>But let\u2019s say, for the sake of argument, that your friendly HiPPO won\u2019t sign off.<\/p>\n<p>Start with a simple assessment, then.<\/p>\n<p>For example, begin with the design:<\/p>\n<ul>\n<li>How does it look on mobile? Is everything shrunken down and hard to read or is it resized appropriately and scrollable?<\/li>\n<li>How well does it respond to mobile touch? (e.g. does it zoom in when pinched, etc.)<\/li>\n<li>How easy it is for users to perform the same functions as your desktop site? Can they fill out a form as easily on a smartphone as they can on a computer?<\/li>\n<\/ul>\n<p>Then let\u2019s take a look at all of the other potential issues. Besides lost revenue. Of which, there are many.<\/p>\n<p>\u274c Site speed \u2013 How fast is your site? Google\u2019s Developer Programs Tech Lead, Maile Ohye, says that \u201c<em>two seconds is the threshold <\/em>for website acceptability. At Google, we aim for under a half-second.\u201d Both Google and site users expect mobile sites to load fast. Yours most likely ain\u2019t that fast.<\/p>\n<p>\u274c Pop-ups \u2013 Are certain desktop features needed on mobile? Most likely, no. Pop-ups and other flash-based elements can cause mobiles sites to crash, reload, and slow down. All of which will damage conversions. Then there\u2019s the whole \u201cintrusive interstitial penalty.\u201d Google says to make content easier to access, not less.<\/p>\n<p>\u274c Finger-friendliness \u2013 Can someone tap a form field with their thumb? Mobile should be finger-friendly. Buttons or form fields that are too small will hurt your conversions.<\/p>\n<p>\u274c Titles and descriptions \u2013 When it comes to mobile SERPS, you have less room to work with, so you want your titles and descriptions to be short, to the point, and keyword optimized.<\/p>\n<p>\u274c Vertical scrolling \u2013 Can someone use their thumb to read all of a page or do they have to sideswipe to find content?<\/p>\n<p>\u274c Top-loaded pages \u2013 Is your most important information at the top of each page? The layout of your content may need to be different than your regular site.<\/p>\n<p>\u274c Modern code \u2013 Are you using HTML5? Outdated languages, like Flash either don\u2019t work or severely limit your mobile experience.<\/p>\n<p>It\u2019s important to be honest here. You can probably spot many of these issues from a mile away already.<\/p>\n<p>If your mobile site isn\u2019t living up to expectations, you need to reconsider whether or not developing an actual mobile-optimized or mobile-responsive site is worth the investment. (Hint: Yes, of course it is.)<\/p>\n<p>But if you (or someone cutting your check) is still on the fence, you can use a few tools to prove your point.<\/p>\n<p>If you want to see how mobile-friendly Google thinks your site is, try using their mobile-friendly site tester. <\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/mobile-friendly-test.jpg\" class=\"alignnone size-full wp-image-34134\" \/><\/p>\n<p>Simply drop in your URL to get the quick verdict. The thumbs up or down.<\/p>\n<p>Green is good.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/mobile-friendly-test-results.jpg\" class=\"alignnone size-full wp-image-34135\" \/><\/p>\n<p>You can also use Responsinator to double check your findings. It will also preview how your site looks on several different devices.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/Responsinator-mobile-test.jpg\" class=\"alignnone size-full wp-image-34136\" \/><\/p>\n<p>Ideally, you want to see the site stretch wide across the device. You want to see the navigation menu collapse. And you want to see individual sections of your site rearrange on their own.<\/p>\n<p>If those things aren\u2019t happening or you see too much red in the tools above, try these tips below. <\/p>\n<h2>5 ways to optimize your existing mobile site<\/h2>\n<p>If you\u2019re not sure your site is <em>truly<\/em> mobile-friendly (read: mobile-responsive), you have a few choices to make.<\/p>\n<p>\u2705 1. Create a mobile-optimized site. <\/p>\n<p>The website\u2019s built. Your boss\/client just hired their best friend\u2019s mother\u2019s sister\u2019s cousin who took a single HTML course in junior college to rebuild the entire thing.<\/p>\n<p>Long story short: It ain\u2019t changing anytime soon.<\/p>\n<p>You may need to build a new mobile site that works seamlessly with your current site. Not ideal, but better than nothing.<\/p>\n<p>\u2705 2. Fix your mobile site\u2019s layout. <\/p>\n<p>If your site was made by selecting a template or theme from third-party website software, you can customize for mobile users.<\/p>\n<p>If you\u2019re on WordPress, for example, you can use a separate design for your mobile theme than for your desktop theme. <\/p>\n<p>This enables you to provide a different user experiences rather than simply making a smaller version of your main design.<\/p>\n<p>Plugins also abound for WordPress. The problem is that these often wreak havoc on your site speed. <\/p>\n<p>Here\u2019s why that\u2019s important.<\/p>\n<p>\u2705 3. Optimize your mobile site for speed. <\/p>\n<p>Almost all websites are too slow on mobile devices.<\/p>\n<p>That finding comes from Google directly.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/google-mobile-study.jpg\" class=\"alignnone size-full wp-image-34137\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Even if you don\u2019t tweak the design or underlying architecture too much (though you really, really should), consider making changes that will make your mobile site faster and more usable.<\/p>\n<p>This can include steps like:<\/p>\n<ul>\n<li>Clean up &amp; minify your site code<\/li>\n<li>Compress &amp; reduce files<\/li>\n<li>Compress &amp; crop images<\/li>\n<li>Upgrade your servers &amp; hosting<\/li>\n<li>Minimize redirects, even 301s, when possible<\/li>\n<li>Load scripts underneath page content<\/li>\n<\/ul>\n<p>\u2705 4. Measure the conversion roadblocks on your site. <\/p>\n<p>You can run tests to see exactly where people are having problems on your website.<\/p>\n<p>There are many, many things that need to happen before someone converts. <\/p>\n<p>You have various micro-conversions. Then you have funnel or checkout steps. You can even run A\/B tests. IF you have enough mobile traffic.<\/p>\n<p>A certain percentage of visitors are going to drop off at each.<\/p>\n<p>A Funnel Report can also quickly pinpoint these problem areas. <\/p>\n<p>You can create a new funnel and segment the results by device category. So you\u2019ll be able to pinpoint the difference in both conversions and conversion rate.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/funnel-report-segmented-by-device-category.jpg\" alt=\"kissmetrics funnel report segmentation\" class=\"alignnone size-full wp-image-34138\" \/><\/p>\n<p>After the funnel, you\u2019re still not done, of course. This is just one conversion point, for example.<\/p>\n<p>There\u2019s still multiple interactions that need to take place. That means you might need multiple landing pages and\/or funnels after the fact before someone converts.<\/p>\n<p>The trouble is that this quickly becomes difficult with most (bad) websites.<\/p>\n<p>My favorite sneaky alternative?<\/p>\n<p>Fire up a new site or tool to augment\/replace these problem areas. Like your HubSpots or Unbounces of the world.<\/p>\n<p>BUT, pay for them out of your own pocket or budget.<\/p>\n<p>That keeps them out of the clutches of the \u201cI Tried\u201d department who will otherwise make your life a living hell. And most upper management literally has no idea what\u2019s going on. <\/p>\n<p>If they don\u2019t know what a DNS is, you\u2019re probably good to go.<\/p>\n<p>Hey \u2014 we have jobs to do! Our livelihood depends on it. <\/p>\n<p>One time we even spun up a new WordPress site on Godaddy to create a convenient workaround.<\/p>\n<p>Are you honestly willing to let your own success be determined by people that literally have no idea what they\u2019re talking about?<\/p>\n<p>Pay the $99\/month out of your own pocket. Slay the results. Get a raise paying you an extra $1,000\/month because you just made the company $10,000\/month.<\/p>\n<p>If they won\u2019t raise you, I will. #realtalk<\/p>\n<p>It\u2019s mean on the streets. <\/p>\n<p>\u2705 5. Simplify your website.<\/p>\n<p>Simple websites almost always convert better.<\/p>\n<p>There\u2019s no need for the fancy stuff. Please don\u2019t use carousel sliders.  Or god forbid, parallax.<\/p>\n<p>I can\u2019t find a study on this, but I\u2019m willing to bet that a static HTML site would convert better than most \u201csophisticated\u201d ones. <\/p>\n<p>It would also load faster and be easier to navigate, too.<\/p>\n<p>Or just pay Squarespace.<\/p>\n<p>You think I\u2019m joking. Kinda. Sorta. <\/p>\n<p>But then at least you know they work across all devices. <\/p>\n<h2>Conclusion<\/h2>\n<p>You might be able to visit a website from your mobile device.<\/p>\n<p>But that doesn\u2019t truly make it mobile-friendly. <\/p>\n<p>And mobile-friendly makes a difference when you consider what matters most: Traffic, visibility, customer experience, and conversions. <\/p>\n<p>Go verify this right now. The traffic and conversions from mobile vs. desktop should be all you need.<\/p>\n<p>Then run your site through simple tools to diagnose what\u2019s wrong and what needs to be fixed. <\/p>\n<p>You might not be in a position to change your site. The Powers at Be might not sign off.<\/p>\n<p>So get crafty. There\u2019s workarounds if you know where to look.<\/p>\n<p>Redesign pieces of your current site. You can use actual mobile-friendly templates and layouts. Even substitute pieces of your funnel with better tools.<\/p>\n<p>Sometimes it\u2019s better to ask for forgiveness than permission. <\/p>\n<div class=\"related-posts\">\n<div id=\"related-posts-MRP_all\" class=\"related-posts-type\">\n<h2>Related Posts<\/h2>\n<\/div>\n<\/div>\n<p>I hope you enjoyed this article on <a href=\"http:\/\/147.91.204.66\/wordpress\/underperforming-mobile-pages-are-sabotaging-your-revenue-heres-how-to-fix-them\/\">Underperforming Mobile Pages are Sabotaging Your Revenue. Here\u2019s How to Fix Them.<\/a><\/p>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/underperforming-mobile-pages\/\">View original article here<\/a><\/p>\n<p> jQuery(document).ready(function() {<br \/>\n    jQuery( &#8220;#tabs_1663&#8221; ).tabs({<br \/>\n    collapsible: true,<br \/>\n    active: false<br \/>\n        });<br \/>\n\tjQuery( &#8220;.scroller_1663&#8221; ).width(jQuery( &#8220;.scroller_1663&#8221; ).width()+1);<\/p>\n<p>  });<\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1663\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1663\" ).width(jQuery( \".scroller_1663\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>.ui-tabs {display: table; } .ui-tabs-nav {display: table;} a.ui-tabs-anchor { font-family: Tahoma; font-size: 15px; color: #B52700; margin: 5px 20px; } div.ui-tabs-panel { font-family: Tahoma; font-size: 14px; font-weight: normal; color: #B35B22; } this is an blog post on Underperforming Mobile Pages are Sabotaging Your Revenue. Here\u2019s How to Fix Them.. Be sure to view the entire blog &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/underperforming-mobile-pages-are-sabotaging-your-revenue-heres-how-to-fix-them\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Underperforming Mobile Pages are Sabotaging Your Revenue. Here\u2019s How to Fix Them.<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Underperforming Mobile Pages are Sabotaging Your Revenue. 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