Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Chapter Twelve

Mobile Website Strategies

Over the past few years, the lines between computers, televisions, phones, game systems, and other computing devices such as tablets have been permanently blurred. There’s no getting away from it. People are visiting websites more and more often on alternative devices. Web browsing has become a personal experience from the consumer’s perspective. Unfortunately, the websites themselves still seem stuck in the days when everyone used more or less the same platform. Standard personal computers haven’t disappeared, but if you’re thinking about maximizing conversion rates, it’s important to think about whether you need a mobile conversion plan.

In Chapter 7 we talked about the idea that the best coversions come from customer-centric design plans. In an ideal world the customer’s experience would be totally individualized to him or her. Of course, that’s not 100 percent possible (at least not yet), but we want to get as close to a personalized experience as we can. One of the attributes of a customer-centric model is the individual screen size and device type. After all, people interact with websites differently depending on how large or small their screen is, and whether they use a mouse or their finger.

Figure 12.1

In this chapter, I’m going to talk mostly about mobile devices in terms of phones, rather than tablets or personal game devices. ...