» How to Get More Leads on Your Mobile Site

Let’s start by getting on the same page about terminology (we promise this topic isn’t as intimidating as it may sound!): A conversion is when a visitor on your website responds to a call-to-action (filling out a form, signing up for emails etc.). But buying the product or service is the ultimate conversion that a business might strive for. So, what’s the buzz around mobile conversion?

With more couples using mobile devices than desktops, wedding professionals need to start focusing on how to make their websites suitable for mobile to adapt to this change and ensure future success. Today 30-50% of traffic comes through mobile, so it’s concerning that the conversion rate on mobile is usually only 30% that of desktop. And that’s why we’re here to help! We want to help you achieve conversion parity so that your conversion rate for your mobile site is equal to your desktop site (in other words, so you can make the most out of your website and book more couples!).

Here are 6 tips to achieve conversion parity:

1. Know your conversion rate

If you want to increase your conversion rate, the first thing to do is to know your conversion rate.

With simple math, you can determine the percentage chance that someone who visits your contact form will submit a lead, and knowing this will help you set a benchmark to measure progress. This rate is important to know for all platforms: your desktop website, mobile website and your mobile app, if you have one.

So, how do you calculate a conversion rate?

Let’s do some math together! Say you have 1000 people visit your contact form and out of that number 400 actually submit a lead. To calculate this conversion you simply divide 400 (number of times your goal is complete) by 1000 (number of people who had the opportunity to complete that goal) and multiply by 100 for a percentage.

Thus making your conversion rate 40% [ (400/1000)*100 ]

2. Check conversion by source

Understanding the source of your website traffic and conversions is one of the best ways to improve where you are today. Knowing which platform (Facebook, Google, Mobile App) is driving the most conversion gives you the opportunity to put emphasis on those sources, or in turn work on the weaker ones. Google Analytics offers tools to create and track conversion goals.

3. Focus on lowest conversion rate

To maximize revenue, you need to understand where to improve in your conversion funnel. This means calculating ALL of your conversion rates for each step — those visiting your website, making it to your contact form, submitting the form, and those booking.

4. Reduce the number of fields

Filling out lengthy contact forms on desktop is already a task, and even more so, nobody wants to sit on their phone and fill out 20 different fields. The initial contact form should have roughly 3-5 fields to get your customer in the door. As wedding professionals, you often need a lot more information, but the fewer things you ask for, the higher the chance of a response. You can then use that information to follow up with more questions (but you need them to submit that initial lead first!).

5. Ensure your website loads quickly

You may have heard that slow and steady wins the race – but not when it comes to websites! Slow speed kills conversion because speed is everything when it comes to a well functioning mobile site. About 80% of visitors leave from a bad mobile experience and the longer it takes for your pages to load, the less likely it is that someone will actually stick around to fill out your form. Check out Google’s free tool PageSpeed Insights to see how your website performs.

6. Redesign and optimize your website for mobile

Since visitors are now looking at your website from their mobile devices, it’s important to make sure your website is optimized for smaller screens. If you find that your mobile site isn’t getting as many leads, redesign the website to make your contact us button more prominent or adjust the color, placements, and fonts to better lead the visitor into converting.

Setting and understanding conversion goals is an important part of running a business in today’s wedding industry.  Not only does it help in evaluating your performance, but also in recognizing where and what you need to work on to get more leads and drive more business.

These tips originally appeared in WeddingWire’s Webinar “Master Mobile Marketing” with Sonny Ganguly, WeddingWire’s Chief Marketing Officer.