Here's some homework for you before you even read this.
- What's your percentage of conversions that happen via mobile and desktop? In Google Analytics, select Conversions > Goals > Conversions and select Mobile Traffic for your first group and Non-Mobile Traffic for your second:
- What's your percentage of traffic that happen via mobile and desktop? In Google Analytics, select Audience > Overview and select Mobile Traffic for your first group and Non-Mobile Traffic for your second:
The example I'm providing above is a B2B client, so there's some explanation of the disparity between the two. I'm certain that B2B decision-makers are more likely going to convert with this provider via desktop. The disparity – if any – is largely dependent upon your customer base. Mobile will probably lag behind desktop, even though mobile browsing and purchasing is becoming more commonplace. Even still, according to a 2015 Google report, there are now more searches happening on mobile than on desktop… so the opportunity exists.
The process to optimize your mobile sales pipeline is very different from how you optimize your other channels. The mobile sales experience must be extremely efficient and intuitive at every step. Unfortunately, many businesses lack a cohesive mobile sales strategy. It’s important for your business to understand what makes mobile sales so unique so that you can create a plan and a strategy that thrives.
You may want to look at the ratio and do some work with your site to ensure you can tweak out any issues and close the gap between the two. This infographic from Salesforce points out 6 ways you can improve the number of mobile sales leads:
- Your Site Has to Be Mobile-Friendly – your design should be reponsive to the different screen sizes, your content should be easily readable, your calls-to-actions and buttons should be easy to click, and you should have click-to-call buttons.
- Run Mobile Ads on Social Media – your decision-makers and those that influence purchase decisions are on mobile social applications throughout the day. Social ads via mobile on Twitter, Facebook, and LinkedIn have great targeting opportunities.
- Improve Mobile Webpage Load Time – according to KISSMetrics, 47% of consumers expect a web page to load in two seconds or less and 40% of people abandon a website that takes more than three seconds to load A one-second delay in page response can result in a 7% reduction in conversions
- A/B Test Your Mobile Landing Page – test your layout, your headlines, your content, and your calls-to-action to see which designs produce the highest conversion rate.
- Create a Customer-Focused Google My Business Page for Local – more and more consumers and businesses are utilizing maps to search for providers around them. Be sure your Google My Business page is up to date and you're utilizing all the options on there, including images.
- Optimize Your Conversion Path – reduce the number of steps to convert a visitor to a lead, ensure the purchase path is simple and clear. And of course, utilize retargeting advertisements and great offers to entice your visitors to convert.
Here's the Infographic, How to Vastly Improve Mobile Sales Leads: