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When was the last time you checked how many mobile visitors were visiting your website? A significant portion of B2B website traffic – between 20 to 35% – comes from users on mobile devices.
However, a stark contrast exists: mobile traffic tend to convert at a rate three times lower than its desktop counterpart, and mobile visitors typically stay on-site for 60-75% less time than desktop visitors.
This data underscores the urgency of optimizing the mobile experience, making sure the most relevant information is presented upfront to engage these fleeting visitors.
The question then becomes, how can we prevent this potential from slipping through our fingers? This post will share three tactics you can use to drastically improve the mobile website experience for your visitors, and share how fast-growing companies like Notion use these to convert visitors into customers.
Here are three easy to implement tests that you can begin to run on your site to validate and enhance their mobile user experience.
Put the most important CTA front and center. It seems obvious, but is a huge opportunity that nearly no B2B companies consider when designing their mobile web experience. A simple way to tailor your website for mobile visitors is to add a "pinned" Call To Action (CTA) at the bottom of the screen.
This approach works well for two reasons:
It provides a more user-friendly experience by removing the dreaded 'thumb fatigue'.
It also presents a conversion path that would otherwise be hidden deep on the page, or behind the annoying “hamburger menu” in the top right corner.
Take, for instance, the experience launched by Notion, which used Mutiny banners as a "pinned" Sign Up CTA. This simple adjustment had a significant impact, driving a 16% click-through-rate – an impressive figure, especially considering this traffic may have otherwise bounced.
What kind of CTA should I use?
When implementing this tactic, I’d recommend testing a few different CTAs to see which one delivers higher conversion rates. A few to get started with include:
Request a demo: This CTA is definitely the most forward, but also gives your visitor the most important conversion path upfront.
Begin free trial: If you’ve got a product-led growth motion, this CTA makes the most sense. But be cautious – once the user signs up, what happens next? Will they be able to access the trial from their mobile device, or does it require a desktop? Go through this user journey carefully before deploying this test to make sure it’s a smooth experience.
Sign up for newsletter/content: This CTA is the softest, while still converting your traffic into a lead. Only use this CTA if you have a strong content program or a differentiated newsletter.
Remember when I said that mobile visitors only stick around for 25% as long as desktop visitors? That means the clock is ticking as soon as they land on your homepage. But the thing is, most homepages were designed with desktop visitors in mind. There are likely sections of your homepage that include elements that don’t have the same effect on a small screen and take away from the experience.
For example, an animated gif or a video demonstration of your product might look good on a desktop screen because the user can read key value props simultaneously. However, when shown on a much smaller screen, the same element likely takes up the whole screen.
To fix this, I recommend removing un-optimized elements from your homepage entirely. This test can be done in just a few clicks using Mutiny’s no-code editor to try different variations of your homepage. You can also swap out different elements once your team adjusts them for mobile experiences.
This tactic works because it reduces the amount of information being crammed into a small screen. A rule of thumb you can try to follow is the Rule of 7 Swipes: visitors should be able to read your entire homepage in 7 swipes or less.
Breaking this down even further, try to make each section (header, value props, logo bar social proof, features, CTA) the size of a single swipe. This will make your website feel more like their favorite app than a B2B website.
While it's crucial to have engaging and valuable content, it's equally important to ensure that this content is surfaced at the right time and in the right place. Mobile visitors, who typically spend 60-75% less time on-site compared to desktop users, need to see the most relevant information as quickly as possible.
To achieve this, consider implementing dynamic content personalization that surface timely and relevant pages based on the user's behavior or specific segmentation criteria. For instance, surfacing the highest converting resource or case study specific to that audience segment will increase discoverability and send them down a relevant buyer journey. Similarly, if a user is visiting from a specific industry, showing them industry-specific content can increase relevance and engagement.
Remember, the goal is to guide your mobile visitors along a journey that feels personalized and intuitive, reducing friction and increasing the likelihood of a conversion. The effectiveness of these strategies is not just theoretical - they've been proven in practice, as we'll see how Notion applies these tactics.
As we've explored throughout this post, optimizing mobile traffic for B2B websites is not just a nice-to-have, but a strategic move to convert a significant amount of your overall traffic with experiences contextual to their device. From embracing the reality of mobile traffic, harnessing the power of pinned CTAs, to surfacing timely and relevant pages, each tactic plays a crucial role in enhancing the mobile experience and boosting conversions.
The journey of mobile optimization is one of continuous learning and iteration. It's about understanding your audience, testing different strategies, and refining your approach based on data and insights. And while the path may be challenging, the rewards are significant. By effectively optimizing your mobile experience, you can transform your mobile traffic from an underperforming segment into a powerful engine for growth.
To learn more insights to help improve your website's conversion rate, check out our 30-in-30 Framework. It lays out a 30 day plan to take command and control over your website's conversion rate following the same system that ClickUp used to grow their experiment program 850% in just a few months. Read more about it here.
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