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We’ve said it time and time again, but it’s natural for all marketers to make mistakes, it’s how we learn. In terms of mobile conversion rates – or any device’s conversion rate – in order to stay ahead of the curve, you need to constantly test new features and site elements to find out what works, and consequently, what doesn’t!
Here we share our top 3 mobile site conversion faux pas, in the hope that you can avoid making them!
#1 Making more than one change at a time when testing
This is a surprisingly common mistake. When you’re making changes in order to A/B test to see which version converts visitors better, you need to make one change then measure, then another change, then measure. If you start making three changes to one test, for example you’ve swapped the colour, font and size of the text, if you are to get a better result on one version than another, who’s to say the change was down to just changing the colour? Specifically measuring one element at a time eliminates unnecessary site changes.
#2 Mirroring the changes you’ve made to your desktop site
You need to treat the desktop and mobile users separately. Study the data separately, you might realise that actually the checkout button works better on a desktop as a text call-to-action but works better as a basket icon for your mobile users. Making the same changes across devices without prior research or testing, is a big mistake and should be avoided at all costs.
#3 Giving up after getting bad results
There are always going to be tests that prove fruitful and others that bounce back negative results, but testing conversion rate optimisation techniques for a mobile device is a crucial process for your fashion brand to follow, and most importantly keep repeating. It can be easy to say let’s just focus on the desktop optimisation, but in a world where mobile now accounts for over half all ecommerce traffic, you should start putting your conversion rate optimisation techniques mobile-first.
