It's time to get serious about increasing mobile conversion rates. Half of web traffic is now mobile, yet mobile conversion rates are 70% lower than desktop conversion rates. As customers rely more on mobile, they expect more from mobile experiences. And when customers don't get what they need from your mobile site, it shows.
THE MOBILE GAP
Low mobile conversion rates and mobile performance challenges throughout all stages of the customer lifecycle are pain points for many companies across different industries. You and every company with an online presence is facing the same challenge: How to create mobile experiences that effectively engage your mobile customers during their moments of need?
If your mobile site is underperforming across the customer lifecycle, your customer lifetime value will take a hit.
BRIDGE THE GAP WITH SCREEN ADAPTION
Mobile experience optimization is the key to overcoming the mobile gap and the first step in mobile optimization is to adapt the desktop content to smaller mobile screens. Customers expect to connect with your business quickly and easily no matter what device they use. But web application platforms were not built to meet the changing demands of customers and their many devices.
Two common strategies for this are responsive design and adaptive design. With responsive design, you deliver the same code to each device. It’s a great approach for screen adaption, but responsive web design falls short when it comes to optimization.
With adaptive design, you get the same benefits as responsive design and more. Adaptive design delivers different sets of code to different devices, a unified development process--just like responsive design–plus support for mobile-specific use cases, faster load times and fewer ongoing maintenance needs. Responsive design, in contrast, only fits the same design and user experience to many different screen sizes.
That means that with responsive design, you can't adapt your site to fit the functionality of the device in the user's hands--only the screen size--or the way that device is used. Given that desktop use may have already peaked, it makes no sense for a business to limit its mobile capabilities.
Learn more about how you can go adaptive--no matter how what type of mobile site you currently have--in just as little as four weeks.