Mobile offers that work: A guide to not annoying people on small screens
The stats are undeniable—over 80% of eCommerce traffic now comes from mobile devices. But while mobile browsing is booming, the gap between mobile visitors and buyers remains frustratingly wide.
Why?
Many eCommerce marketers still use desktop-first strategies on mobile screens, driving conversions into the ground.
Why your desktop strategy isn't cutting it
Your customers don’t interact with your site on mobile the same way they do on desktop. What works on a laptop often falls flat on small screens. Images take too long to load; overlays interrupt navigation, and clunky designs make checkout painful.
According to Statista, Mobile devices were the primary drivers of retail website traffic and transactions worldwide in 2023, accounting for nearly 80% of visits and 66% of orders.
If your strategy is rooted in desktop-based assumptions, you’re likely leaving money on the table.
Current mobile shopping behaviors
Mobile users browse frequently but buy less often. They multitask, scroll during commutes, or wait in line, which means distractions are plentiful.
They do not dig through long menus or tolerate slow-loading pages; they are out if it is difficult.
The gap between mobile browsing and buying
The biggest challenge for retailers is turning mobile browsers into mobile buyers.
"Despite the growth in mobile traffic share, conversion rates fell 5.8% as shoppers tend to make shorter, micro-visits while using mobile devices, and spend 60% less time per session viewing fewer pages than on desktop."
Contentsquare’s 2024 Retail Digital Experience Benchmark Report
To convert these fleeting visitors, your site needs to grab their attention quickly and make purchasing effortless.
Common frustrations that kill mobile sales
Some quick deal-breakers for mobile users include:
- Overlays that cover the screen or are hard to close
- CTAs (Call-to-Actions) that are hard to tap
- Slow load times
- Overly complicated checkout processes
Addressing these pain points can significantly boost your conversions.
The thumb zone problem
How people actually hold their phones
Most mobile users rely on their thumbs to interact with their screens. Whether they hold their phone with one hand or two, the "thumb zone" (the area easiest for thumbs to reach) becomes critical real estate.
Anything outside this zone—like top corners—requires effort and risks disengagement.
Where to place offers for maximum visibility
Keep buttons, CTAs, and key offers in the thumb zone for easy access. This design approach improves usability and influences conversions.
Try keeping your "Add to Cart" or "Apply Discount" buttons in the center or lower half of the screen.
When pop-ups become pop-nopes
Pop-ups can be effective for discounts and promotions, but poorly timed or intrusive ones can have the opposite effect.
Trigger them at the right moment—like when users hover over “checkout” or show exit intent—and make them easy to close.
Making CTAs reachable without hand gymnastics
Ensure CTAs are big enough to tap without frustration and are located where they are most accessible.
Text links are a no-go; use large, well-designed buttons with actionable copy.
Offer types that perform on mobile
Location-based deals
It's great to use geolocation to target customers in real-time. Exclusive local offers, such as “15% off if you’re near [Store Name],” can drive online and in-store visits.
App-specific incentives
Encourage app downloads with app-exclusive discounts or perks. These promote your app and provide more opportunities to personalize the customer experience.
Quick-apply discount codes
Avoid making users memorize or type out promotion codes. Instead, provide buttons that automatically apply the discount to their cart with minimal effort.
Mobile wallet integration
Discounts tied to mobile wallets like Apple Pay or Google Pay can be a game-changer. These frictionless options reduce cart abandonment while incentivizing sales.
Timing is everything
Best times for mobile engagement
Mobile shoppers are most active during lunch breaks, evenings, and commute hours.
What does this mean for you? Schedule promotions and notifications to align with peak mobile use times.
Commuter-friendly campaign windows
Morning and evening commutes are prime opportunities to capture attention.
Short, snappy offers like “Grab this deal before 10 am!” can incentivize quick actions.
Weekend vs. weekday patterns
Weekends often see longer browsing times, so this is an excellent window for higher-value offers.
On the other hand, weekdays are perfect for flash sales and quick purchases.
Push notification sweet spots
When done right, push notifications can drive conversions.
The key is to send them in user-friendly times, with irresistible hooks like “Your 20% off expires in 2 hours.”
Design considerations
Font sizes that don't require squinting
Mobile screens are tiny, so choosing the right font size is crucial. Anything below 16 pixels is a headache, literally. Make your text readable without forcing users to zoom in.
White space as your friend
Cluttered designs overwhelm. Use white space effectively to draw focus to your offers and make navigation intuitive.
Loading times and impatient thumbs
Amazon has calculated that a one-second page load slowdown could cost $1.6 billion in sales annually. To speed things up, optimize images and reduce unnecessary scripts.
Making forms less painful
Forms should be simplified by minimizing the number of fields. Auto-fill should be used whenever possible, and users should be able to sign in with social media or email credentials.
Button sizes that work for human fingers
Make buttons large enough (at least 44x44 pixels) for easy tapping and leave enough space between clickable elements to avoid accidental taps.
Common mistakes to avoid
- Desktop designs squeezed onto phones: Invest in responsive design that adapts to different screen sizes.
- Lengthy promotion codes: Stick to short, easy-to-apply codes or one-tap discounts.
- Multi-step redemption processes: Simplify redemption to a single click whenever possible.
- Battery-draining features: Heavy animations or auto-playing videos can drive users away fast.
- Notification overload: Space out notifications to avoid alienating your audience.
Mobile offers that convert—without the stress
Creating mobile offers doesn’t have to be complex. You can bridge the gap between mobile browsing and buying by addressing common pain points, optimizing designs, and tailoring promotions for mobile shoppers.
