Increase Online Conversions by 67% or Why Your RWD Sucks
As we are living in the age of eCommerce, an online presence is crucial for a coworking brand. I am pretty sure that you have a fancy website where you feature all membership perks, invite visitors for a virtual tour, and encourage them to sign up.
Besides, your corporate website is probably responsive, which makes it accessible from any platform, be it a desktop computer, tablet, or smartphone.
Responsive web design (RWD) is an approach to web design that makes web pages render well on a variety of devices and window or screen sizes.
The only problem with RWD (responsive web design) of your coworking resource is that there is a ~300% gap between desktop and mobile conversions (the number may vary in every particular case). Most of your customers sign up through the desktop version of your site, am I right? So, all those fluid grids that help your content fit any size of the screen don't help you sell and earn more, just the opposite😱...
While 60% of online traffic comes from the small screen, mobile still accounts for only 16% of conversions.
Sounds terrifying but as soon as you spot the problem you can start to work on it. So, what's wrong with responsive design?
You can't just transfer all content intended for a widescreen monitor to a smartphone, it will clutter the small screen!
Furthermore, mobile users are mostly on-the-go visitors. They have different intentions when they enter your website and if they can't immediately find what they are looking for, they just leave frustrated. This is the reason for lost conversion opportunities.
However, I don't say that responsive web design is a totally wrong approach. You just need to put a bit of common sense into it and design a great experience for mobile users instead of condensing all desktop design elements into mobile layout confusing them.
This is a no-brainer. Don't switch on your imagination and don't guess. Go straight to your Google Analytics account (or another tool you use to analyze online performance) and find out why mobile customers come to your site and what is the intent behind their visits.
Small hints to understand your mobile visitors better:
Click the 'Audience' tab in GA navigation panel → 'Mobile' → 'Overview' → you will see the table showing the percentage of traffic coming from mobile devices along with conversion rate.
Using 'Audience' → 'Mobile' → 'Devices', you will even see which devices individuals use to surf your mobile site.
Experiment with your Google Analytics and you will get plenty of smart insights that will help you maximize your conversions. Besides, I want to share a few simple tips that will help you optimize your responsive website for mobile users. Apply them now and see the changes soon.
Follow these simple steps to increase your mobile conversions by 67%.
Keep your texts brief and straight-to-the-point as every extra word matters on the mobile screen. Reduce the number of words on the page and build a clear hierarchy. This will help your customers understand where is the most important message at once and read it. Actually, when web content is hierarchically structured, it guides users' eyes through the page.
- Do you have problems with the content hierarchy on your mobile page? Rearrange, rewrite, and reformat your headlines and taglines to feature only the most important information.
- Do you have long wordy visuals on the page? They don't work for mobile as all your conversion elements, such as trust signals and call-to-actions are taken over by the text.
Keep in mind the users' scrolling behavior. As the page does not fit into the screen, we scroll all the time looking for something to catch our eye. Make sure that your concise headings are good traps for visitors' eyes.
Responsive design scales down your images but some of them are still distracting or even dominant when viewed on mobile. You need to rethink which images bring value and which just take too much precious space and leave only the former. Use imagery effectively and they will make your responsive design appealing across the variety of gadgets.
The navigation bar is one of the most important features of your mobile coworking site. It must be easily accessible and absolutely clear. Customers coming from mobile most likely have a single objective on their minds. Study their behavior with GA and optimize your mobile site accordingly.
If your customers are looking for the physical address of your workspace, make it prominent together will all possible contact details. If they use a search bar more often than the menu bar, make it more visible, etc. You got the idea.
Your mobile coworking website should have only one clear goal and a noticeable call-to-action button must support that goal. Ideally, the button should be the first element that grabs customer attention and prompts them the next step.
For example, if the goal of your website is to make the customer book a demo day, you can put the relevant button on top of your landing. If you want your customer to get on a virtual tour, or sign up, act accordingly.
Take a look at our example. Pretty straightforward, isn't it?
The problem with popups on mobile is that they ruin the user experience. They don't let the visitor focus on a single goal they visited your site for. Popups are distractive, even worse, they look ugly when not scaled properly and make it impossible to navigate through your mobile website.
Popups and overlays are not originally designed for smooth mobile experiences, they are tolerable or even efficient on desktop computer monitors. Even if a popup is scalable, it can't adjust to thousands of combinations of screen sizes and resolutions of current mobile devices.
If you decided to use a popup anyway, I advise you to ground its design on customers' behavior to offer exactly what they need and make sure your overlay meets all technical requirements of mobile gadgets your clients use.
This is the last, yet not the least tip on my list. As we are speaking about mobile conversions here, using beautiful mobile apps for members will help you increase them even more. When a customer signs up for a membership, it's time to create more revenue opportunities.
To secure a stable income from every workspace member, I recommend you to use coworking space software that provides those mobile apps for members. Just agree that when all your products and services are at residents' fingertips, accessible from their smartphones, they discover them more willingly and purchase more often. I even don't say how much such kind of mobile technology elevates your brand — you take care of the utmost members' comfort and cater to all their needs and they pay you with loyalty.
Not sure what workspace management software comes with the best mobile apps for members? Schedule a demo call with us to know what andcards has to offer in terms of member-first approach and conversion boost.
The responsive web design of your coworking website is an attempt to create a seamless experience for all your customers no matter the device they use for browsing. With a wise approach, such website flexibility facilitates conversions increase. However, this is possible only if a better user experience on mobile is your priority.
Study your consumers, understand their behavioral patterns, and only then implement design solutions that will improve experience and conversions and never harm them.
Do you have your own tips to keep in mind before designing the next landing page? They are welcome in the comments.
Do you find my tips useful? Feel free to share this article on socials!