What was once a luxury, is now a necessity. Not even a generation has passed since the mobile phone evolved from a brick attached to a briefcase to a palm-sized computer that some consider it an extension of themselves.
The indispensability of the mobile phones combined with the increased capabilities has made its permanent impression on us –even to the point of phones influencing new consumer behavior.
A 2017 study shows that smartphones now account for half of all internet traffic!
Even more remarkable is that this past year saw a 30% increase in only one year.
Now that is worth saying again — in only ONE year there was a 30% INCREASE of internet browsing via mobile.
As a mortgage professional on a constant lookout for new leads, mobile is it!
Consumers are using their phones for countless searches every day and no doubt your prospects also using their phones in their search loan services.
That makes it all the more important to optimize your website and mortgage marketing efforts to create maximum mortgage lead conversion via mobile.
*Note, the tips in this post assume that you have a mortgage website that is already mobile optimized. If your site isn’t mobile responsive, you’ll want to remedy that before moving on to any of the rest of the suggestions. Click here to see mobile responsive mortgage website templates.
Review Your Google Analytics
Before you can improve your mortgage lead and conversion via mobile, assess where your mortgage traffic is coming from.
Here’s a quick break down:
- Organic traffic is traffic that comes from search engine queries.
- Direct traffic is a user that typed your web address into the search bar to go straight to your site.
- Referral traffic comes from links outside of your mortgage website such as through social media, email campaigns, and pay-per-click ads.
All of these points, labeled either mobile or desktop, will help you understand where your prospects are entering your conversion funnel from.
Another important metric to look at is the search query that is leading them to your site.
Think about it this way, the prospect searched for a specific term, and they ended up at your site (win!), but did you deliver?
Examine what page the query led them to land on. What was the behavior from that page?
Did they click out?
Click to another page?
Did they fill out your lead capture form?
If the user did not take the action you want, consider why.
Did the landing page provide quality info based on their inquiry? Is the copy on the web page clear?
Use these factors as a baseline for improving your call to action on your mortgage website.
And speaking of which, let’s improve your Call to Action!
2. Revamp Your CTA (Call to Action)
Your Call To Action, or CTA, is where conversion takes place.
Whether that’s filling out your digital mortgage pre-application or making a call to your office via the “call now” button on your mobile-optimized site, your CTA is critical to your mortgage conversion rate.
The one fundamental way to improve conversion is by making your CTA irresistibly clickable.
Now before we move on to how to make it clickable, we want to tell you an overlooked point about optimizing your CTA — it’s not all about increasing the number of click-through’s, it’s about getting better quality leads from them!
Here’s how to improve your CTA:
Make the CTA urgent by using all caps and an exclamation point
Forget the generic “Click Here” and say something action-oriented and positive such as: “Apply Online” “Get Started” “Start Your Refinance” or “Tell Me More.”
Having your site mobile optimized is vital to your CTA. We cannot stress this point enough!
If your CTA doesn’t intuitively fit a mobile screen and found easily throughout your site (in case they decide to explore more before they convert), you’re likely losing out on quality mortgage leads.
3. Geo-target Your Content
What’s painfully obvious but often a missed opportunity? Mobile devices are usually used when we are on the move!
This matters because you can highly optimize your marketing reach to target niche audiences by being extremely specific.
When creating an ad for Facebook or with Adwords, for example, you can target consumers who are interested in home improvement, buying a new home, or reducing debt.
However, you can step up your mortgage marketing game by geo-targeting a location, let’s say the Austin-Round Rock area since Austin is a big contender for Amazon’s second location and likely to see a boom in home buying.
Let’s not forget geo-targeting your content!
Remember that consumers often use their phone to search for information. What better way to get them to your site than by having useful content optimized with local keywords.
Putting it All Together for Mobile Conversion
- Understand what is currently happening on your site, where your prospects are coming from, and what their behavior is once they get to your mortgage site.
- Look to improve the flow toward your Call ToAction and make it irresistible. Make sure you have a Call Now and Apply Now function.
- Make use of geo-targeting marketing whenever possible. Remember that one of the perks of mobile phones is that they go everywhere and you can too when you target their location.