Mobile vs Desktop: B2B Conversion Rate Optimization
For B2B companies, providing prospects with an excellent mobile experience is more important than ever. A recent survey of executives by Forbes revealed that 70% had used mobile devices to research products and services when they first were aware of an offering. The survey found that the mobile experience continues to be important for lead generation and throughout the sales cycle as executives continue to refer to solution information on their devices. Decision makers even use mobile devices to research large purchases (over 1 million dollars).
There is more to creating an excellent B2B mobile site user experience than ensuring that the website is mobile-responsive. Mobile devices are not just mini-desktops or mini-laptops; the context for their use is typically very different. This presents digital marketers with challenges for B2B mobile conversion rate optimization. Conversion often involves a form-fill to receive a white paper or other resource, or to schedule a demo or appointment with a sales agent. Completing the CTA within the mobile context involves additional obstacles compared to sitting at a desk. To optimize B2B mobile conversion rates, consider these key mobile usage differences.
The mobile user, even the mobile B2B user, is distracted
Marketers should expect that interaction with their site is taking place in stolen moments while waiting for lunch or on the subway. Imagine a noisy space with lots of visual stimulation and perhaps physical movement as well as they jostle along during their commute. In this type of environment it is difficult for anyone to focus. To improve mobile CRO, you have to make it easier for the user to concentrate on your B2B mobile site.
Be clear and succinct
To engage the distracted user through to the Call to Action, provide information very clearly and succinctly. Craft your copy to communicate on several different levels, offering B2B mobile site visitors the chance to expand content with a “More” button. Lead the B2B buyer through your conversion process, inviting them to maximize the value of their time spent on your mobile site, however long or short that is.
Use consistent visual cues
If you are asking the user to click through to your page via an ad or an email, use the same key messaging, look, and feel throughout the campaign. This reassures the distracted user that they have indeed found the right page. Consistency also helps allay fears that the link they clicked was part of a phishing or malware attack.
The B2B mobile user is multi-tasking
We have all heard about the hit that multi-tasking takes on productivity. We may assume that busy decision-making executives have taken heed and have stopped multi-tasking, but this is not likely to be the case. Picture your user has several different apps open. Maybe your user is listening to an industry podcast while searching for solutions for a problem uncovered at the meeting they just left while walking to another meeting. How do you lead them effectively through to the CTA? When undertaking mobile conversion optimization, consider these tactics:
Let your B2B mobile site visitor know where they are in the process
If you have a multi-part form to fill out as part of the Call to Action, let your visitor know how far along they are and/or how long the process usually takes. A visitor may only have a few minutes to spare. If they know that you won’t ask them to spend too much more time, they may finish the process.
Ask the user to fill in a minimal number of form fields
It can be tempting to qualify prospects by requesting information from them such as company name, industry, number of employees, and phone number. Requiring all of this information on mobile devices may turn away desirable prospects in addition to tire-kickers and competitors. Retargeting is possible without this sort of user-input information and can be used to further qualify prospects if necessary.
The B2B mobile user needs multi-channel access
B2B mobile users may interact with your website on several different devices: a work laptop or desktop, a personal laptop, a tablet, a personal smartphone and perhaps a smartphone that is only for work use. For mobile conversion rate optimization it is important that the result of the conversion step is accessible across devices, and that the user knows this. Otherwise, he or she might decide to visit your site later on a different device, possibly never to follow through with the intent.
Make large files available through multiple channels
If you are inviting prospects to download a whitepaper or ebook about your solution, make it clear that you will send them the link to this information in an email in addition to making it available instantly on their device. Smartphone users may be wary of having to download a file to the device they are using, especially a large file, knowing that they will want to forward it to a colleague or read it on another device later. Providing reassurance of a successful outcome for them will improve mobile CRO.
Provide information in multiple formats
Video is an increasingly popular way to quickly explain B2B products and services. Many product pages include videos that the on-the-go mobile user may not be able to watch. He or she may be in a location where it is not possible to stream videos, may not have headphones, be listening to something else already, or may simply prefer to read. If you use video, provide the equivalent information on the same page in text form.
Measure and test to make incremental changes
We hope that we have convinced of the importance of B2B mobile conversion optimization and given you some food for thought on improving the mobile experience for your B2B buyers. How can you make sure that what you plan to do will be effective? We recommend measuring and testing. First, make sure that you have good baseline data for comparison purposes. Give any changes you make some time to work, and then compare conversion rates. Here are some tools to help pinpoint areas for improvement:
- Heatmapping software
- User testing
- A/B testing
Heatmapping software collects data about how website visitors are interacting with your content. It can report where users are dropping off. If you can figure out why this might be so, you have found something to work on. If your goal is to optimize for mobile conversion, make sure that the software breaks out data by device type.
User testing invites real users to complete a task on your site and report on their experience. For example, ask a tester to visit a page and proceed through to the Call to Action. While this may seem like something you could ask coworkers to do, they may have the same blindness that you do, caused by familiarity with your messaging and solutions. Sometimes a completely neutral outside observer sees things that company insiders don’t.
A/B testing involves creating alternative versions of a page and directing users randomly to the two pages to see which one is converting at a higher rate. Some caveats with A/B testing are to make only one change at a time, and to allow enough time to pass between changes so that enough data are collected to be meaningful. A/B testing is most useful at the end of an optimization effort, after the most obvious things have been tackled.
Optimizing B2B mobile conversion rates can add a measurable increase to your company’s bottom line. If you are interested in learning more about Digital Reach Agency’s digital marketing services, please contact us.