Session Replay Can Improve Your Conversion Rate on Tablets and Smartphones
2. Conversion rates can vary greatly: Don't make the mistake of combining all mobile users into one statistical reporting group. While it's true that overall conversion rates on mobile continue to lag significantly behind desktop, conversion rates from tablets and smartphones can vary greatly. Some of our clients report similar or higher conversion rates on iPads compared to desktops, so it makes sense to segment by device type.
3. Implement advanced conversion analytics: However, a breakdown of conversion rates by device alone won't necessarily tell you what's "normal" behavior for that device and what's attributable to issues with the user experience. Implementing advanced conversion analytics that show you both page-level and field-level drop-offs by device will give you a more detailed picture of where users of different devices are abandoning your site and where they're experiencing difficulties.
4. Use session replay to see mobile gestures: Now that you've set up device-specific tracking, you should add session record and replay capability to the mix. This lets you record and play back sessions by device type to clearly see where and why users are abandoning, and uncover any usability or technical issues associated with different devices. A good session replay tool will record and play back unique mobile gestures like pinch, zoom, tap, scroll and tilt so you can fully appreciate the user's experience.
Common problem areas
Session replay software enables you to pinpoint where your mobile visitors are struggling with your website. The issues we see most often are calls to action that are too small or located out of a visitor's field of view, tiny text links and text fields, and unresponsive buttons. Often, our clients will identify specific functionality that doesn't work as planned on different mobile devices (and that somehow slipped through usability tests). Uncovering these anomalies and fixing them will increase conversion rates on mobile devices.