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Mobile conversion optimisation

Traffic from mobile devices is on the rise. This year, for the first time more search traffic from Google came from mobile devices than from desktops. But how closely have you scrutinised your mobile site?

We've put together a handy scorecard to help you work out which areas to focus on first to get your mobile visitors motivated.

Download the mobile optimisation scorecard now


Mobile devices come in various shapes, sizes and operating systems. Sometimes users are connected to Wi-Fi and can access the internet easily. Other times they are using their network, accessing data through 3G or possibly 4G, and download time is reduced significantly. When designing your website for mobile optimisation, it’s important to consider these factors to ensure your pages are responsive or adaptive for all mobiles.

Check how quickly it takes for your page to load using site speed checkers and follow the advice for improvement. If you have a lot of images or video on your landing page, consider including them at a lower-resolution so they are quicker to download. Ensure that all your content above-the-fold downloads first, so that the user can immediately begin browsing while the page loads the rest of the content behind the scenes.

These days, consumers expect pages to load on mobiles instantly and fit perfectly on the screen, and it’s important to ensure your website meets these expectations to encourage conversion.


Consumer behaviour on a mobile device can be quite different compared to desktop and companies should be aware of this. With a significantly smaller screen than desktop, developers need to ensure their website has as much impact on a small screen as it does on a larger one.

Consider the layout and size of the copy & images, and ensure your main messages and call to actions are at the top of the page. Users looking at your website online are more likely to call directly, so having an easy ‘click to call’ icon creates a smooth process for the user and a better experience. Plus, don’t forget that by including a prominent ‘find us’ button it will allow website visitors who are on the move to easily find you.


A smaller screen brings a number of challenges which companies need to address in order to create a good experience for the user.

A smaller screen means developers need to ensure content is easily readable but not too big – having to pinch and zoom to bring content into focus is likely to deter any users moving forward.

Touchscreen also means users will be clicking on buttons and links with their fingers, so they need to be big enough to click. Ensure buttons are far enough away from each other that a user’s fingers doesn’t end up clicking the wrong thing time and time again.


Ultimately, your overall goal is for visitors on your site to engage with your website and click on the call to action available (whether that is to call, fill out a form or purchase a product). As such, it is really important that you streamline this process and make it as easy as possible in order for visitors to feel confident enough to give you their information.

With reduced space on a smaller screen, ensuring your form is easy to fill out is important, so make sure users can easily enter their information and see what they are filling in. Don’t include any unnecessary information that takes up time and space, and ensure their data saves in case the form errors (users are less likely to fill out the information twice). By having a form that is easy for a visitor to fill out and which creates a seamless user experience will improve your conversion rate significantly.