Episode 5: Mobile First, Bitch!

Your online shop can sell more! Arrange a free strategy appointment with Jörg Dennis Krüger now: https://jdk.de/termin/.

Mobile is also fundamentally important for your shop. Jörg Dennis Krüger explains why!

Make your own store more successful with conversion hacking? Make a free appointment with Jörg Dennis Krüger now: https://jdk.de/termin/

TRANSCRIPTION OF THIS EPISODE OF THE PODCAST

Welcome to the Conversion Hacking Podcast.

My name is Jörg Dennis Krüger and as my watchdog just rightly said, yes I am the conversion hacker and as a conversion hacker I must say, a topic has become more and more interesting lately. 

And that is simply the topic of mobile. The world lives on mobile. It's unbelievable how the access figures for mobile devices have risen recently. Some time ago, mobile, I don't know, was seen as somehow, yes, important.

It wasn't that long ago that everyone was converting their websites and online stores to be responsive so that they would work on all devices. But the fact that this mobile revolution has now really come about is somehow, perhaps not surprisingly, but somehow new. I am surprised, however, how many are actually surprised by it.

I see so many online stores that are responsive, yes, you then have a mobile hook on it somehow, but that they are now so really suitable for mobile, you then see somehow then unfortunately relatively often that this is not the case. And someone take a look at the web analytics. 

I'm really surprised again and again, so in the b2c segment. It's a bit different in the b2c segment. But how strongly the mobile quotas have risen in the b2c segment. We're talking about access rates of 70, 80 percent from mobile visitors to online stores. And if I acquire my customers partly via Facebook and Instagram and so on, then the numbers are usually much higher because Facebook and Instagram have an insane number of mobile users. 

And if someone clicks on an ad or clicks on the post and so on, then he also comes to the website with the device, with the smartphone and then must be picked up accordingly and must also be able to convert. And then I'm surprised and I don't understand why so many still plan their websites on the big screen. Because the large screen, we have especially in the agencies the online affine people have large screens. 

There are large screens in the IT departments, but the screens have actually become a bit smaller for the users. And if I simply can't convince mobile because something doesn't work, check outs, big problem mobile, then I'm really behind. And mobile is really a bit more than just displaying the page in a responsive way. And I find going from mobile to a desktop view much easier than optimizing from desktop to a mobile view. That is, if you really build a mobile site and you focus on the essential things, then you can just do yes, exactly that. Focus on the essential things. 

That's what it's all about and then in the next step you can see how the whole thing should look on the desktop. Then it's best not to make the mistake of making all the elements just huge, because that doesn't help anyone. It must be somehow also hand and foot. You can also display elements side by side. You don't have to enlarge them all and display them one below the other. But as I said, mobile is so important and it just has to work, the whole process and the little things.

Mobile is still from the haptics, it's really haptic. I hold it in my hand. I move it with my thumb and so on, and the haptics simply have to be right. So how do you fill out forms, does it work, does it open in the right elements? Does that work with Android and iOS that the fields are filled out properly. In Safari as in Chrome, for example. Are passwords stored properly? Does it feel good? do I get through really well on mobile? 

For example, a page automatically scrolls a bit further when I have filled it out on the cell phone. It's so hard to just scroll a form field on a cell phone, it's a bit annoying. I prefer the page to do that by itself. Or even when it comes to where the keyboard is displayed, the form has to be well thought out. And if something pops up in the form, it has to be done in such a way that the operating system understands it, or that I can still use the pull-down with my thumb and the like. So that I can really get through it fluidly.

And at the latest when you check out, most of the pages are then completely focused on the desktop again, which you may even understand because it was often said: well, people do their research on mobile devices. But if you want to buy, then go to the PC and order there. And that was true for a long time. In the meantime I have to say that even I, who was never really a big advocate of mobile, do an incredible amount on the iPhone, an incredible amount on the phone. And the displays have gotten bigger, even outside of the iPhone world, the Android displays have gotten bigger, easier to use and stuff like that. 

Or that a lot of things are only being done on mobile, and you can see it in the banking world, for example, how something like N26 can suddenly overtake the banks by simply offering everything on the app, because the savings banks and so on haven't even started to develop proper mobile apps in their whole security mania. Right. Long story short, everything has to work and it really has to work and sometimes that's not so onerous. If I can just leave a lot out. But mobile just has to run. And that's just as important for landing pages as it is for an online store. It just has to work. 

So I've been babbling here for 6 minutes about the fact that mobile simply has to work, that you simply have to pay attention to mobile. And honestly, I think I would have liked to talk about it for 60 minutes because I just don't feel like seeing websites, landing pages, online stores that are so incredibly poorly positioned in terms of mobile. 

And therefore really, please tattoo in the brain: Mobile first! Google preaches this, everyone preaches this, and it is elementarily important. And if I then somehow design stores, look at websites or anything else. Then the main device simply has to be the cell phone, and by the way, that also works on the PC. Quite simply in Chrome, right mouse button: examine. Then there's a funny button there are so two small screens in principle on it, looks a bit like cell phone in portrait and in landscape mode, I click on it and then I can select in the window what Chrome should now take as a preview device.

Do I just want an iPhone X or enter my size like that, or what do I know. I might not take an iPhone Plus, it's quite large. So prefer an iPhone X to have a medium size. And then I'll take a look at the page on the desktop and how it will look on mobile. Sometimes I press F5 before I form my opinion. Because of course sometimes JavaScript and so on, then only reload it again when you know the screen size correctly and stuff like that. And then I can see how it works.

And quite honestly, when I have websites shown to me in the future, I always want to see that someone on the desktop jumps nicely into the mobile view and shows that first. Because only then do you really think from the user's perspective. And that's actually what I've been talking about for the last 8 minutes. It's about the user perspective. It doesn't matter if it's the user or what kind of device we use and what the important device is. What is important is that it is what the user uses. And these are now smartphones. Perhaps Alexa and so on will be the next devices to speak, but I don't see them in e-commerce yet. 

But mobile devices really need to be supported by everyone now. That's where the user is. So homework go. And if you haven't quite found what you're looking for and haven't quite understood how the preview works in Chrome in examine mode and so on, just take a look at the show notes. 

Since I make a short GIF purely where I show that exactly, or a short video times look. So that everyone knows how it works when we see each other, and when you show me your website, which you also show me mobile, please. We don't have to get out the cell phone, we can just do that in the web conference by switching the browser to mobile.

Here we go. And then you can have really cool mobile conversion rates that are even more awesome than on the desktop. Because this well I change the page briefly I close a short tab and so on.

That's different on mobile. On mobile, I'm much more focused on a website and not so much on this "I've got 4000 pages open here and I'm switching between them. The focus is much more on one page. You don't open 10 search results and go through them in order, but I look at one and then go back again because it's not quite as easy on mobile. In this respect, I have much better chances to sell better and you just have to do it.

It's different on mobile. On mobile, I focus much more on one website and not so much on this "I've got 4,000 pages open here and I'm switching between them. The focus is much more on one page. You don't open 10 search results and go through them in order, I look at one and then go back because it's not quite as easy on mobile. In that respect, I have a much better chance of selling better, and you just have to do that.

I also always try hard with the website to make it responsive, but I'm sure there are some flaws, and I appreciate any tips. See you next time!