What Is SEO?


Search Engine Optimisation (SEO) is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results.

Research shows that websites on the first page of Google receive almost 95% of clicks, and studies show that results that appear higher up the page receive an increased click-through rate (CTR), and more traffic.

The algorithmic (‘natural’, ‘organic’, or ‘free’) search results are those that appear directly below the top pay-per-click adverts in Google, as highlighted below.

There are also various other listings that can appear in the Google search results, such as map listings, videos, the knowledge graph and more. SEO can include improving visibility in these result sets as well.


How Does SEO Work?


Google (and Bing, which also power Yahoo search results) score their search results largely based upon relevancy and authority of pages it has crawled and included in its web index, to a users query to provide the best answer.


Google uses over 200 signals in scoring their search results and SEO encompasses technical and creative activities to influence and improve some of those known signals. It’s often useful to not focus too much on individual ranking signals and look at the wider goal of Google, to provide the best answers for its users.


SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides an excellent user experience, with useful and high quality, expert content that helps answers the user’s query.


Google has a very large team of search quality raters that evaluate the quality of search results, that gets fed into a machine learning algorithm. Google’s search quality rater guidelines provide plenty of detail and examples of what Google class as high or low-quality content and websites, and their emphasis on wanting to reward sites that clearly show their expertise, authority, and trust (EAT).


Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking. SEO can therefore also include actions to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example.


Relevant and reputable websites linking to a website is a strong signal to Google that it might be of interest to its users, and can be trusted to appear in the search results for relevant queries.


How To Do SEO


SEO involves technical and creative activities that are often grouped into ‘Onsite SEO’ and ‘Offsite SEO’. This terminology is quite dated, but it is useful to understand, as it splits practices that can be performed on a website, and away from a website.


These activities require expertise, often from multiple individuals as the skillsets required to carry them out at a high level, are quite different – but they can also be learned. The other option is to hire a professional SEO agency, or SEO consultant to help in areas required.


Onsite SEO


Onsite SEO refers to activities on a website to improve organic visibility. This largely means optimizing a website and content to improve the accessibility, relevancy, and experience for users. Some of the typical activities include –


  • Keyword Research – Analysing the types of words and frequency used by prospective customers to find brands services or products. Understanding their intent and a user’s expectations from their search.
  • Technical Auditing – Ensuring the website can be crawled and indexed, is correctly geo-targeted, and is free from errors or user experience barriers.
  • Onsite Optimisation – Improving the website structure, internal navigation, on-page alignment, and content relevancy to help prioritize key areas and target relevant search phrases.
  • User Experience – Ensuring content shows expertise, authority, and trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.


The above list only touches upon a small number of activities involved in Onsite SEO as an overview.


Offsite SEO


Offsite SEO refers to activities carried outside of a website to improve organic visibility. This is often referred to as ‘link building’, which aims to increase the number of reputable links from other websites, as search engines use them as scoring as a vote of trust.


Links from websites and pages with more trust, popularity, and relevancy will pass more value to another website, than an unknown, poor website that isn’t trusted by the search engines. So the quality of a link is the most important signal.


Some of the typical activities include –


  • Content (‘Marketing’) – Reputable websites link to exceptional content. So creating amazing content will help attract links. This might include how to guide, a story, a visualization or infographic with compelling data.
  • Digital PR – PR provides reasons for other websites to talk and link to a website. This might be internal newsflow, writing for external publications, original research or studies, expert interviews, quotes, product placement and much more.
  • Outreach & Promotion – This involves communicating with key journalists, bloggers, influencers or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website.


There’s obviously a huge number of reasons why a website might link to another and not all of them fit into the categories above. A good rule of thumb on whether a link is valuable is to consider the quality of referral traffic (visitors that might click on the link to visit your website). If the site won’t send any visitors, or the audience is completely unrelated and irrelevant, then it might not really be a link that’s worth pursuing.


It’s important to remember Link schemes such as buying links, exchanging links excessively, or low-quality directories and articles that aim to manipulate Google’s rankings, are against their guidelines and Google can take action by penalizing a website.


The best and most sustainable approach to improve the inbound links to a website is earning them, by providing genuine and compelling reasons for websites to cite and link to the brand and content for who they are, the service or product they provide or the content they create.


Resources To Learn SEO


There are lots of useful resources on the web to help learn more about SEO. Some of the key resources we recommend are as follows.


  1. SEO Starter Guide – From Google
  2. Google Search Quality Rater Guidelines – From Google
  3. Beginners Guide To SEO – From Moz
  4. Beginners Guide to Link Building – From Moz
  5. Beginners Guide to Content Marketing – From Moz


Need Help With Your SEO?


Inbound 2.0 is an SEO agency that runs remarkably successful SEO campaigns in the most competitive sectors, using a unique blend of technical and creative expertise.


There’s nothing worse than pushy salespeople, which is why we don’t employ any. So if you’d like to discuss how SEO can help you with one of our consultants, then please just get in touch for a chat.

There’s no guaranteed time-frame for how long it will take for your website or new content to appear in Google’s search results. It can take anywhere from hours to weeks. Google must first index the new information and the time that takes varies according to a number of different factors. It’s ultimately out of your hands, but there are a few measures you can take to help speed up the process like submitting your domain name for the index, read on below for more info.


What is indexing?


When you do a Google search, Google doesn’t search the web—it searches its index of the web. Google keeps its index current by using software called “web crawlers” or “spiders.” Web crawlers prowl the web and gather data, particularly looking for new information like new websites, new content, and new links. That information is added to Google’s index, and once it’s in the index it can then be searched. When you launch a new site or add/alter content, it won’t be searchable until it has been indexed (but note that your new content is still accessible, simply by typing your website address into the address bar or following links there).

How do I know if my new content has been indexed?


You can determine whether or not your new content or website has been indexed simply by searching for it on Google. Try the following searches:


● “www” address. Type into Google your address, including the “www” bit. Preface it by also typing in “site:” e.g., site:www.minthair.co.nz


● “Non-www” address. Type in the same address without the “www” bit but still keep the “site:” preface e.g., site:minthair.co.nz


● Your company’s name. Type in the title of your business, and possibly also the industry. Use quotation marks around to ensure it searches for that exact phrase e.g., “Mint Bridal Hair Design.”


● A snippet of unique text. Find some text on your website that’s liable to be unique, and type that in using quotation marks e.g., “When looking for a hairdresser that you can trust creating a hairstyle for your wedding day you will want someone with experience and flair.”


If your content shows up, great! That means it has now been indexed. But if your site doesn’t show up, then it probably hasn’t been indexed yet.

How can I get my new content indexed faster?


You can try speeding up the process by simply asking Google to crawl your new site, page or significantly altered content. It’s quick and easy; just type in your website address into Google’s tool purpose-built for crawl requests (click here to visit this tool). But Google states upfront that there’s no guarantee this will move the process along any faster. On the other hand, it doesn’t hurt anything so it’s probably worth trying.

External links. If there are links to your new website elsewhere on the web, then the chances of a web crawler discovering that content faster improves. If it’s a new website, you could add it to your social media profile (or create a new profile especially for it). You should also share the link e.g., do a Facebook post sharing the new link with your friends, or tweet the link out to your followers. Get set up on Google My Business which is a free directory and adds a Map search result for any local based searches. Another option is to write a post on an external blog that relates to your service, industry or website topic, make sure there is a link there pointing back to your website.

There’s no sure-fire way to get indexed faster, and it’s not an exact science. But don’t fret—Google’s web crawlers discover new content without you even needing to lift a finger. These measures may help, but your content will get indexed eventually regardless.

What if my content is indexed but doesn’t rank highly in search results?


Getting your site indexed is really just the beginning. Your site may be indexed but still not feature prominently in customer’s search results, which will mean fewer visitors to your site. To move up the rankings you need to apply search engine optimization (SEO) to your website.

Retrieve questions, post answers, and provide frequently asked questions on your business locations.

Google released an update to the Google My Business API, the method developers can use to obtain data from Google My Business. The new version is numbered 4.3 and brings the addition of Q&A APIs so you can retrieve questions, post answers, and provide FAQs. It also lets you read reviews in bulk, identify unclaimed locations, report location issues and much more.


Here is a full list of what is new and what has changed in version 4.3:


Questions and Answers APIs:


Retrieve questions, post answers, and provide frequently asked questions on your business locations.


Bulk-Read Reviews:


Retrieve reviews for multiple locations in a single call.


Recommended GoogleLocations:


See unclaimed locations that Google thinks might be owned by you.


Report GoogleLocation Issues:


Report issues with either RecommendedGoogleLocations or GoogleLocations results.


Service Enum for PriceList sections:


Identify a PriceList section as either containing FOOD items or SERVICES provided.


Media Description:


Provide a caption when uploading new media.




Retrieve the number of times a location was shown as a result of a search for the chain it belongs to.


Notifications for Organization Accounts and Location Groups:


Accounts configured for Pub/Sub notifications will now also receive those notifications for any listings contained in an Organization Account or Location Groups they are an admin of.


ListLocations for Org Account and Location Groups:


accounts.locations.list called with a User Group or Organization account now displays all locations that are accessible by that account.


Why does it matter? These additions can help businesses that manage many locations, be it agencies or larger businesses with multiple locations. Using the API to build your own tools to better keep track of important information, as Q&As submitted about your businesses in Google Maps and local, is important. Be sure your local listings in Google are properly managed, maintained and looked over — sometimes APIs can help with that.

Retrieve questions, post answers, and provide frequently asked questions on your business locations.

Implementing psychological hooks in your email marketing campaigns can not just boost sales, but can also help you skyrocket your engagement and brand loyalty rates.


After all, understanding psychology allows you to guide your subscribers and customers to take the desired action. This helps you get better sales, but it also allows your customers to quickly see the value you’re offering.


Today I’ll show you the 5 science-backed email marketing psychological principles that will lead to better sales, engagement and customer loyalty.

1. Price Anchoring

It’s often said that the best way to sell a $2,000 watch is to put it next to a $10,000 watch.


This is what’s known as price anchoring. The truth is, most people are quite bad at determining the monetary value of anything.


What people do, actually, is just to compare it with a similar item. Sometimes this is easy to do (for example, with most food products). Other times, however, it’s much harder, especially when the item is a unique product.


● The science behind it


One of the most famous studies showing the effect of price anchoring came from Northcraft and Neale, who asked a group of respondents (including real estate experts) to estimate house values.


For the experiment, they were given pamphlets of the prices of surrounding homes, including some exaggerated prices.


The respondents (both students and experts) completely overestimated the price of the house due to the fake reference prices in the pamphlets.


● How to use it for better email campaigns


This one is pretty easy to implement. If you want to sell a moderately-priced item, it’s important that you first set a reference point.


The first product should be something pricier. Let’s say you want to sell headphones for $75. Let that be the second item that is shown in your emails.


The first item should be the more expensive headphones (both with similar features), let’s say ones priced at $150. After seeing that, the $75 dollar headphones will look that much more attractive.

2. Less is Actually More

Barry Schwartz’s book The Paradox of Choice – Why More Is Less really emphasizes this point: the more options you give your customers, the fewer choices they’ll make.


That’s because they enter into a state of analysis paralysis, where they don’t know what to choose. It’s pretty much information overload.


If you want your readers to act, you need to limit the choices you present to them. You can also look at it as curation.


● The science behind it


In 2000, Iyengar and Lepper ran an experiment to see whether less was actually better. They showed a group of shoppers 24 different jams, and another group was shown just 6 types of jam.


The group that saw 24 different jams initially showed more interest, but only 3% ended up buying. The group that was shown just 6 jams had a much better conversion rate–30% ended up buying jam.

● How to use it for better email campaigns


This is a prime time to talk about the benefits of segmentation. You see, when you don’t segment your lists, you end up sending the same email to everyone. That’s why most marketers just add a bunch of products to appeal to the majority.

But with segmentation, you can send out different emails based on the segment that you created.


Nonetheless, for better conversions, you need to think of the item or items you’d like your subscribers to buy, and then create your campaigns around that.


That means you should limit the number of products in your emails. Have a featured item, and then 2 or 3 supporting items–and that’s it.


You’ll have better conversions with less work.


The Fear of Missing Out (or FOMO) is a powerful psychological motivator that gets people to act.


This is based on the fact that, well, people are scared that they’re gonna miss out on something (like an experience, event or investment) that they’ll end up regretting.


● The science behind it


Worchel, Lee, and Adewole explored FOMO in a popular experiment. They showed a group of students similar cookies in two different jars. The students had to rate the value of the two jars of cookies, and initially, they were valued pretty similarly.


Later, however, one of the jars had 8 cookies removed. Because of this, however, most of the students valued the jar with only 2 cookies in it much more than the one that had all 10 cookies.


● How to use it for better email campaigns


You can introduce FOMO into your email campaigns by adding some scarcity. This can be done by having sales, products or events on a limited time basis.


This is what Omnisend customer Runway Rogue did in the email below:

This creates a sense of urgency and scarcity so that subscribers felt more compelled to buy.

4. The Foot in the Door Technique

This email marketing psychology hack is based on asking people to agree to smaller requests before asking them to do the bigger ones.


This leads more people to agree to the bigger requests since you “warmed them up” with the smaller ones.


If you have a great e-commerce marketing strategy, you can easily use this along the way to get more of your subscribers to buy from you.


● The science behind it


An early study that showed the effectiveness of this psychological principle is the 1966 experiment by Freedman and Fraser.


Here, they called around to Californian housewives and asked to discuss the household products they use. Three days later, they called again to ask if 5-6 men could go to their homes and inspect their cupboard for 2 hours.


Those women that had agreed to the first request (to talk about household products) were two timers more likely to agree to the second (bigger) request.


● How to use it for better email campaigns


You can do smaller requests quite easily in your email marketing campaigns. In fact, you can start it when the subscriber first signs up—just add double opt-in to your popup forms (I recommend you use an exit-intent popup here, as it won’t annoy your visitors and generally gives the best conversion rates).


Afterward, you can make smaller steps on their customer journey by having them fill out a survey, do a quiz for a prize, or even download an ebook.


All of these things warm them up for the bigger request you have: to buy something from you.

5. Reciprocity

Lastly, we have the interesting phenomenon known as reciprocity. This psychological principle comes from the social anxiety or pressure people feel when they unexpectedly receive something for free.

They feel an urgency to “pay back” this gift by giving something back of equal value, or sometimes of even greater value.


● The science behind it


Researcher Philip Kunz did an experiment on reciprocity by sending Christmas cards to 600 people. However, he had never met those people before: he just wanted to see how many of them would reciprocate.


Of those 600, he received almost 35% back. That’s right: more than 200 people sent a warm, wonderful Christmas card back to a man they’d never even met.


● How to use it for better email campaigns


One of the best ways to use reciprocity in your email marketing is to give something unexpected (and of value) to your subscribers.


You can do this with a free resource (like a great ebook or video course) or even a small gift. Your gift can be free shipping, a % discount, or even an actual gift, such as a keychain, coffee mug or something similar.


This will make it more likely for your subscribers to want to “pay you back” by buying something from your store.


So, which is the best? Out of all these 5, the one that is best for your store will depend on your products and e-commerce marketing strategy.


However, the one consistent rule in e-commerce, as well as in business in general is: ABT—always be testing.


That’s why it’s important that you see which works best for you and continue improving on that. That way, you’ll see much better and happier returning customers.

There’s no denying it – consumer voice search numbers are on the rise. We all know about this popular study from Comscore estimating that 50% of all searches made by 2020 will be through voice. Google has also started to track voice search stats, giving definitive proof that people have started to use voice search to make shopping lists receive info about deals and promotions from brands, and to order stuff off the internet.


In other words, people have already started to shop using voice search, and it won’t be long before you, as a business, will HAVE to adapt to this shift in consumer search behavior. The good news, however, is that you won’t have to do too much if you want to optimize your business for the voice search revolution. But more about that later. Let’s focus on how voice search will affect businesses in the next 3 years.


To ascertain how voice search will affect businesses in the near future, we also need to look at two things:


● Where do the worlds of voice search and businesses collide?


● What are the devices that will power users to affect businesses using voice search?


For the most part, these are the two things that will help us judge how voice search will affect businesses. Let us now answer each of these two questions in detail.


Where do the worlds of voice search and businesses collide?

Business discovery:

While users are driving around, or just getting ready to head out to eat or shop, they tend to use voice search for searches instead of text. Cases like these, where users talk to their smart device and completely avoid using touch/display interfaces will affect businesses directly.

E-commerce purchases:

In the future, it will soon be possible for consumers to complete a purchase using nothing but voice search. Third party apps or other e-commerce giants might give users the power to completely go from product/service discovery to purchase using nothing but voice, and this will cause a need for businesses to be ready for a voice-first world.

The advent of other technology:

With the rise of products such as Apple Pay coupled with Face ID on the iPhone X, etc. we are already moving towards a scenario where touch and text input will be used lesser. Primitive ways of making quick purchases without using a smartphone or a computer have already started seeping into consumer households – take Amazon’s Dash Buttons, for instance. All that a user needs to do is click a button, and the household item will be delivered directly to their doorstep. It will be only a matter of time before technology like this will become voice activated.


What are the devices that will power users to affect businesses using voice search?

Smart Speakers:

Alongside the rise of voice search in smartphones, there has also been an increase in the production and purchase of voice-enabled smart devices like smart speakers and wearable tech in the recent past. Two of the leading sources of consumer voice searches have been Google Home and Amazon Echo. It is estimated that 500,000 Google Home devices were shipped during 2016. Amazon sold an estimated 4.4 million units of the Amazon Echo during the first year of sales.

Wearable Tech and Other Smart-Assistant Powered Devices:

Surveys report that 56% of online grocery shoppers already use or plan to use voice search enabled smart assistants or speakers to make their purchases. Increase in the purchase of wearable tech and the difficulty in using text inputs on these devices will increasingly contribute to the prominence of voice search in the coming years.

How will voice search directly impact the way businesses operate?


At this point, it goes without saying that voice search will demand businesses to change their SEO strategy, while also presenting them with several opportunities to expand their business’ marketing. These are some of the major things that will occur in the near future owing to the rise in voice searches:


● Partnership opportunities: Walmart is already partnering with Google to enable voice-based shopping. More opportunities such as this for letting businesses allow transactions and sales from customers to take place using voice only might pop up in the next few years.


● Focus on digital marketing spends: Businesses that want to leverage voice search to improve their online marketing will end up spending more on digital marketing and reworking their SEO for voice search soon.


● FAQ Strategy: Since voice searches greatly involve questions, there is bound to be an increase in search queries that start with ‘who’, ‘what’, ‘when’, ‘where’, and ‘why’. To tackle this, businesses will shift to a strategy that involves them adding a lot of FAQs to their resources/websites to let users get the right answers concerning the business.


What should businesses do to prepare for the voice search revolution?


Different smart devices use different sources to get their business and listings data. Google Home, it goes without saying, uses Google My Business for its listings, Apple Watch and Siri use Apple’s MapConnect, and while it is still not clear where Alexa pulls its data from, it is widely agreed that it is from either the repositories mentioned above, or from one of the four major data aggregators.


Consumers are not going to stop checking out business location alone, either. They’re going to want data about your business hours, how expensive it is, and what the reviews of the business are like.


If businesses want to stay ahead of the curve and optimize for the voice search revolution, they will undoubtedly have to do these things:


● Get listed on all major platforms online. If you feel like it’s going to be difficult to manually list your business with rich data on every single platform, then you can use a listings management tool like Synup to get the job done.


● Maintain a good online reputation. You can work on improving your online star ratings by using a review generation wizard as well.


● Work on your business website’s local schema and build content to improve your chances of getting on position zero of Google


● Get your website’s local SEO done right in order to improve your chances of ranking higher on local searches


● See how your business is showing up on voice searches by using a voice readiness test tool. This will help you gauge how customers will find about your business on voice searches, and spot incorrect/missing data on your business listings


This is pretty much all that you need to do in order to make sure you are ready for voice searches. In the coming years, we are bound to see several changes in the voice search realm, ones that concern smart assistants like Siri, Cortana, and Alexa, as well as chatbots for businesses and third-party apps that can change the game for businesses.


Make sure that you keep yourself in the loop with rising voice search trends and changes in local SEO to keep your business optimized for consumer discovery and e-commerce transactions.

User experience is an anchor of modern business. You can’t maintain a long-term profitability if you don’t satisfy the needs and preferences of your customers. Web design plays a major role in this field because judgments on website credibility are 75% based on its overall aesthetics and usability.


Customer satisfaction ultimately influences conversion rates, so it’s very important to choose the best design solution for your company. At the moment, most designers are arguing over a simple question – which one drives more conversions, responsive or adaptive web design?


In this post, we will try to solve the riddle, so keep reading to find out!

Responsive and Adaptive Web Design Explained

Before we move on to the conversion theme, we must explain the concepts of responsive and adaptive web design. By definition, responsive web design offers users the optimal viewing experience regardless of the device type.


To put it simply, it’s an all-around player that doesn’t require code changes for different devices – mobile, laptop, tablet, etc. Responsive design usually shrinks content on smaller windows, putting priority elements in front and improving the overall readability of the content. This strategy has multiple advantages:


● Faster mobile development at lower costs. It’s easier to make a “one size fits all” solution than to create stand-alone mobile apps


● Reduced maintenance costs as there is no need for additional testing or support


● Responsive design makes the website simple and intuitive, thus decreasing bounce rates


● Improves search engine optimization because it all comes from a single URL


● Easier website analytics and reporting since the entire traffic is coming from one source only

On the other hand, adaptive web design creates different website layouts for different devices and screen dimensions. When a user enters your website, adaptive web design immediately recognizes device type and provides a user with the corresponding layout.


Most companies develop layouts for three types of devices: smartphones, desktop computers, and tablets. Adaptive web design also has a number of comparative advantages:


● The adaptive design ensures faster page loads because it only delivers features needed for a specific device


● Optimized user experience in case of multiplatform browsing


● It serves a wider audience because everyone cannot afford state of the art tools and gadgets

Responsive and Adaptive Design: Conversion Rate

Now that we’ve seen the benefits of both web design strategies, we can conclude that responsive design makes a stronger impact on the mobile experience, while its adaptive counterpart serves better across various channels.


What does it mean in terms of conversion rates?


According to the study, the conversion rate is nearly three times higher on the desktop vs smartphone. Bearing this in mind, we can say that adaptive web design could be declared a winner if your business strongly relies on desktop users.


However, the fact remains that global PC sales are declining. While the number of laptops and desktop computer remains high – with over 260 million predicted shipments in 2018 – the mobile market is growing rapidly and taking over the business supremacy.


Research shows that smartphone devices will soon drive 80% of global internet usage. At the same time, Google reports that 61% of users are unlikely to return to a mobile site they had trouble accessing. Other stats also reveal the same trend:


● Retail e-commerce sales reached $2.3 trillion in 2017, making a 23.2% increase year on year.


● Mobile e-commerce could rake in $3.5 trillion in 2021 and then makeup almost three-quarters of entire e-commerce sales.


● Consumers who shop online using their mobile devices tend to spend twice as much via digital channels than those not buying on smartphones.

The stats clearly reveal that the global business is becoming increasingly mobile-oriented. As a result, websites that stick to adaptive web design might experience a declining conversion rate trend. But it doesn’t end with online conversions exclusively.


According to Deloitte, the biggest impact of smartphones isn’t direct sales generated through the mobile channel, but rather the influence they exert over traditional in-store sales to drive in-store conversion and in-store average order size.


Numerous companies already tested both web design versions to see how they influence conversions, and most of them came to the same conclusion. For example, Skinny Ties experienced a 13% conversion growth (71% for iPhone alone) since the introduction of responsive design. Besides that, the company improved a number of other indicators:


● They reached a 42% revenue growth for all devices, including a 377% increase for iPhone


● Bounce rate lowered by 23%


● Visit duration increased by 44%


Another example is O’Neill Clothing, an e-commerce store that decided to test the responsive design. They conducted a six-week trial to explore newly introduced mobile patterns, making the website fluid, increasing font size, and reducing the number of columns. As you can see, the results were staggering:


● iPhone conversions +65%; Android +407%


● iPhone transactions: +112%; Android +333%


● iPhone revenue: +101%; Android +591%

While this is only a couple of examples, it obviously reveals the potential of responsive web design and its effects on conversion rate.

There is no reason to go much further than Amazon, a game-changer in the field of online sales. The global e-commerce giant puts an emphasis on mobile responsiveness building the single column structure, keeping the critical features atop (cart, search…), and using the minimalistic approach to aesthetical elements like colors or graphics.


Therefore, you should stay up to date with the new developments in this field and test responsive web design by yourself – it could become a huge mobiles sales driver relatively soon.


Responsive and adaptive web design both have their own advantages and shortcomings. However, it seems like responsive design wins the battle of mobile conversions, so this may be the right way to go if your company is smartphone-oriented. But if you still expect a lot of desktop users to become your customers, don’t be afraid of embracing adaptive web design.

Conversions are pretty much the key to any good business, right? Everybody knows that. You can’t really have a business if you don’t convert leads into customers and make sales. So you’ve gotten your website completely optimized and it’s doing really well with people…at least, it’s doing really well with people who are viewing it on their laptops or desktop computers.


However, and especially since Google’s serious crackdown on mobile responsiveness, ­­it is absolutely essential that your website also converts well over mobile. 80% of customers use their smartphones to shop and 70% of online searches end in a conversion within an hour. So if your website and landing pages aren’t mobile­friendly, you are seriously missing out.


Let’s be upfront about this. Just because your website is mobile responsive doesn’t also mean that it converts well. Sometimes mobile adaptations of your website cause important information to be below the fold or it takes way too much scrolling time. Here are some tips for really amping up your mobile website conversion rate, so that everyone shopping your website on mobile leaves with a purchase.

1. Less is more

For obvious reasons, smartphones do not have the screen capacity that a laptop or desktop computer does. This means that a landing page on a computer (that already takes some serious scrolling time) is going to triple the scrolling time. People are going to get sick of it and leave your site, causing your bounce rate to skyrocket.


Let’s go over this example of an update that HubSpot made to one of their landing pages to make it convert better on mobile devices.

They made some simple changes to it and were able to turn it into a four­scroll process, which cut their previous eight­scroll process in half. This increases the likelihood of a new mobile lead because signing up for the ebook is now so fast and easy.

See what we mean? Less is more. Don’t try to cram a bunch of copy onto your landing page. Get straight to the point. People are looking at your website on their mobile device for a reason. So give them what they’re looking for right upfront.

2. Don’t use pop­up banners

Pop­up banners are a great way to get more conversions on a desktop, but on a mobile device, it doesn’t really work. So if you’ve ever considered using a pop­up banner on your mobile website, then we need to have a serious talk.


Don’t. Do. It.




Pop up banners on mobile devices will absolutely kill your conversion rate. Pop­up banners disrupt the buying mindset that your mobile viewer is already in, potentially losing you a sale. (And you do not want that to happen.) You want the mobile user experience to be as quick and seamless as possible.


So when it comes to pop­ups, void it from mobile devices.

3. Give your readers a sense of urgency

Sure, any good e-commerce site is going to create some type of urgency. And they are able to do it by making use of the psychological trick called the theory of FOMO.


FOMO stands for Fear of Missing Out and as you could have guessed, it has a major influence on how consumers behave.


So how do you apply this theory and create some type of urgency? Methods to how you use the theory of FOMO is really up to your creativity. One of the most common and effective ways of creating this urgency is by throwing a special offer into the mix.

Let your mobile users know that you know that they’re visiting your site on a mobile device and that you have a special offer specifically for mobile shoppers only. Since a lot of mobile shoppers are just “window shopping,” this compels users to buy now rather than putting it off until later or until they’re on a desktop computer.


Create an offer like a “buy one get one free” or free shipping or 15% off. Make the offer even more urgent by telling them that they only have 24 hours to buy after putting something in their cart to get the special discount.

4. Create a visible call to action

Depending on your business, sometimes a phone call converts way better than anything else on a mobile device. Don’t make it difficult for potential customers to find your phone number and call you. Create a big, bright, attention­grabbing button in the middle of your landing page that says “Call now!” that mobile users can click and immediately call your business. Facebook advertising also has a click­to­call ad type for mobile ads as well, so you can also easily take advantage of this.


If your business does well with email leads or sales over mobile, then make your “Download”, “Buy Now,” or “Checkout” calls to action just as easy to find. Tell your website users exactly what you want them to do.

5. Quicker mobile checkout

If you haven’t already gathered this, we want everything over mobile to be as fast and painless as humanly possible. 1, 2, 3, over and out. Sold. Bam.


Your people don’t want to fill out an endless form or go through multiple checkout pages. Instead of simply creating a mobile checkout that mirrors your desktop checkout, design a mobile checkout that requires as little information as possible.


Allow users to process payments via credit card, PayPal, or even processes like Amazon Payments. Have Google Maps fill in addresses, include a visual calendar for dates, and don’t require long forms to be filled out.


By keeping the process as short as possible, you’re decreasing the possibility of shopping carts left abandoned and sales being lost.

6. Limit the number of images

A large number of images can slow down your website like crazy. One of the top reasons for mobile users to click away from your website is a long load­time. Not only can this lose your business potential sales, but it hikes up your bounce rate like crazy. Make sure that the images for your mobile site have smaller sizes and can adapt to the various screen sizes (mobile vs tablet).


Rule of thumb is to have about five product photos per page. However, if that is bogging down your site, try to limit it to only one feature photo on the main page, with secondary photos posted on a different page.


User experience is everything on a mobile device, and a slow load time does not give off a good user experience. Focus on finding a way for each page of your website to load within 3 seconds on a mobile device, to ensure that nobody exits out of your site.

7. Create a smoother navigation bar with increased spaces

People can be clumsy with their iPhones. We’ve all had that unfortunate phone­falling­on­your­face moment. And sometimes we also accidentally click a link that was way too close to the one that our thumb was trying to get to.


Don’t let that happen to your customers. If there is anything clickable, keep it a safe distance away from other clickable links. Involuntary clicks can increase your drop­off rate when people get frustrated that they can’t get to where they want to go on your mobile website.

8. Keep users engaged

If a mobile user lands on your website and is immediately faced with a wall of text, that could be pretty daunting and they may just leave your website because they don’t want to read it all.


Instead, start with an engaging headline, videos, or image slides. Incorporate contests and games into your website and landing pages. Do not let new visitors be prompted with the dreaded wall of text. Mobile users tend to have a lower attention span than desktop users and all they want is to find exactly what they’re looking for without having to read a novel to find it.

9. Only include the most relevant content

This goes slightly back to rule #1: less is more. On a desktop sales page, you want to provide as much value as possible. You want a long form sales page with testimonials, product shots, pain points, and more.


For a mobile­friendly sales page, you want only the most relevant content to getting a sale. You want the most important content for your product/service to be above the fold. (On a mobile device, this means the first section of content that they see without scrolling down.) Many mobile responsive websites adapt to only show the product image above the fold. You need to manipulate this so that only a small scroll shows pertinent product information and users don’t feel like they’ll be scrolling forever to get all of the info.

10. Allow the user to switch devices

We don’t ever want to omit the idea that oftentimes people on mobile devices are only window shopping and they will only make the purchase when they get onto a desktop computer. You always want to make it easy for those people.

Give the people what they want by offering an option to get the shopping cart or website in an email so that they can pick up where they left off from a different device. Create call-to-actions like, “Want to discuss this purchase with your spouse? Email it to yourself!” or, “Shopping at work? Buy when you get home!” so that they have an incentive to save their shopping cart for later.


Regardless of how well your website does with mobile conversions, there always will be those people who are mobile shoppers and desktop buyers. Don’t ever miss out on those sales and implement an “email shopping cart” option today.


Let’s recap: mobile responsiveness and high mobile conversion rates are not the same. Even if your website does adapt well to mobile devices, that doesn’t necessarily mean that it converts well. With a whopping 80% of people using a smartphone to search the internet, you want to make sure that your website is fully optimized for high mobile conversion rates. Take all of these recommendations under your wing and begin implementing them to create a seamless mobile shopping user experience.