How to Achieve High Mobile Conversion Rates: Boost Results by 20–40%
- Simon Hunt
- Sep 1
- 4 min read
Updated: Sep 25
This blog shows you just how innocently a mistake can be made and how just having the right tools and discipline can stop a weeks worth of work being ruined.
Context
The MD of this company wanted to rank for specific keywords so having asked his agency how to rank highly they suggested creating a "Pillar Page" on the subject matter.
A Pillar page is a page that is an authority piece on a subject matter, that Google likes because it educates the reader on all the things they need to know.
Pillar Page Preparation
The page was created, which took a week.
It cover 8 sub sections of the topic - Why employ a fractional CMO & internal marketing interns?
Each of the areas had 4-6 areas that it covered.
The team created custom images and a short video.
They uploaded the video to the page and Indexed it using Google Search Console.
So far so good.
Problem
5 days later the MD rang the agency boss, we are not ranking, why?
I paid you to rank, £5,000 for that piece of work, where are the results?
The questions were good - the answers not so good, wait a week, sometimes Google takes a while to index!
Bigger Problem
The agency just didn't look at the detail, trusting their hard work.
The MD, typical MD not exactly patient, asked a mate of his at golf, who was a marketeer and he offered to take a look.
For those that missed the video link in the caption box here it is
The MD got the video from his golfing buddy Monday 0645 just as he was eating his corn flakes.
His reaction:
The agency principle was invite to a teams call at 10am
At 10:15 the agency were fired.
Why fire the agency to get high mobile conversion?
The video showed the agency had done their work.
However, a tiny mistake meant the Video was embedded in the page not linked to it.
That slowed the page down to score 58/100 in Google lighthouse.
The Google lighthouse stats impact the pages mobile ranking!
So firstly the page was never going to rank, whether the MD waited a week.
Secondly, The MD was not happy at spending £5k with his marketing agency, only to find they had caused the error.
Why is High Mobile conversion important?
With the change in mobiles to portable computing devices, mobile now dominates the share of website traffic. Typically figures of 70% are common.
As a result Google considers the mobile version of your site to be the No1, more important than desktop.
To push that message amongst marketeers, Google makes it clear "high mobile performance" is critical to your ranking in Google.
It has developed a tool to help you "Google Lighthouse" which is a simple chrome extension you can use to test any website page.
Here are the critical numbers:
Mobile websites must load in 3 seconds or less
Desktops websites in 1 second or less
If they do not Google will down rank your website page, you will then get less traffic.
That's lesson 1!
The second is that for every second over those two limits you will lose 20% of your traffic, people will just "Not Wait".
So a double whammy.
So a high mobile conversion is directly related to the speed the website renders on mobile devices.
So what did the MD do next?
Having lost faith in the agency, he asked his golf buddy - "can you help"
The Golf buddy replied "yes. but let's set up a system so his doesn't happen again".
His answer
He signed a rolling deal with the MD to consult for him on marketing.
They hire 3 marketing interns
Intern 1 to deliver Google, LinkedIn and Social Media Content
Intern 2 to manage social media and the results
Intern 3 to deliver internal video's and LinkedIn video's
They fixed the Pillar page in 30 minutes gaining 40% better mobile device conversion.
Why did the MD go that route - Higher Mobile conversion?
The agency had demonstrated a simple flaw he couldn't live with:
They were interested in solving the problem, the £5k pillar page
They weren't really interested in the results the page achieved!
His Golf buddy looked at the Agency spend and explained:
You can produce 15X content 10X faster for less cost, hiring 3 interns and me to train them.
You pay me a £2k monthly retainer to work with you and the interns 1-2 hours a day.
We decide the strategy.
I execute it with the team.
We live a die by the results.
Not by the output!
What happened next?
Within 6 short months the traffic to the MD's website was up 300%.
Within 12 months 600%
The traffic converted to leads 40% better than the existing website content.
The Message in the Story for 40% Higher mobile conversion!
Measure Everything
Use Cheap or free Tools , Google Lighthouse - free , Google Search Console - free , SERanking - £50 a month, Google Analytics - free.
Test everything - check the detail
Live the numbers and the data - not opinion
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