—Turning “mobile phone visitors” into high-quality inquiries—

Why does mobile experience determine inquiry conversion?

Today, over half of all first-time B2B visits occur on mobile devices. Visitors can be lost within 3–5 seconds if the mobile app loads slowly, has cumbersome forms, or has unclickable buttons. According to Google Search Central , good Core Web Vitals (LCP, INP, CLS) and mobile usability directly impact search visibility and conversion paths.

Navigation and Information Architecture: Put Findability First

• The top navigation is streamlined, and the bottom tab navigation carries "Products/Solutions/Case Studies/Contact Us".

• The homepage first screen gives a one-sentence value proposition + the primary button of "Get a quote/Consult now", and the secondary button is "Download catalog/View case".

• The product hierarchy does not exceed 3 levels; the site search is always in a prominent position and supports synonyms and spelling correction (such as aluminum / aluminum ).

Forms and conversions: fewer, clearer, better

• The first screen only collects four items: name/email/country/brief description of needs ; the remaining information is supplemented by secondary pop-up layers (progressive collection).

• Automatically identify country and area codes, instantly verify email addresses, and display error messages on-site with actionable text.

• Provide multi-channel contact: WhatsApp, email quick copy, and one-click dialing.

• Refer to Nielsen Norman Group ’s mobile usability research and reserve a 44–48 px reach zone for clickable elements. Provide clear success feedback and a visible next step for submission actions.

Content and product pages: Transforming "understanding" into "willing to ask"

• The list page displays thumbnails + key specifications + one-click inquiry ; supports filtering by purpose/material/certification.

• The details page uses information folding : selling point → specification table → application scenario → qualification certificate → FAQ → similar products.

• Supports 3D/AR models and short videos; set "Download data sheet (PDF)" and "Add to inquiry" below the image.

• Learn from Baymard Institute ’s e-commerce usability research: Keep key information like price/minimum order quantity/delivery time on mobile devices to reduce scrolling.

Speed and stability: "subtraction" on the technical side

• Staticization and CDN edge caching , inlining critical CSS in first-screen resources, and delaying or loading third-party scripts on demand.

• Images use WebP/AVIF , responsive breakpoints, and lazy loading; videos use cover images and lightweight players.

• Reasonably subcontract JS and disable unused components and animations; form submission is asynchronous and can be retried if failed.

• Use the Web Vitals measured data mentioned in Google Search Central to continuously monitor LCP≤2.5s, INP≤200ms, and CLS≤0.1 .

On-site search and recommendations: Bringing intent to the surface

• Search suggestions (Auto-suggest) prioritize displaying three types: hot search terms + categories + products .

• The zero result page provides a quick form with similar keywords and "Submit Requirements" to avoid "dead ends".

• Recommended positions are updated in real time based on browsing/additional inquiries/geographical areas to reduce bounces and lost views.

Trust and Compliance: Lowering the Psychological Threshold of “First Inquiry”

• Display qualification certification/customer cases/delivery time near the first screen, and provide an entry for third-party platform evaluation .

• The privacy and form compliance copy is clear, and the micro copy explains "how we use your information"; the delivery commitment and after-sales process are visualized.

• NN/g's readability and perceptual feedback recommendations (see Nielsen Norman Group ) can be used to optimize copy and interaction states.

Data-driven continuous optimization

• Define events in GA4 for CTA clicks, form submissions, downloads, etc., and see conversion differences by country/device/page .

• Use Search Console to monitor mobile usability and query terms, and fix pages with high page load and low page conversion rates.

• Combined with Baymard’s e-commerce usability checklist, conduct A/B testing on button placement, copywriting, and number of fields , changing only one variable at a time.

Implementation Checklist (Ready-to-use)

1. Add a ceiling-mounted CTA on the homepage and product pages, and the form on the first screen should have ≤ 4 items.

2. Enable WebP/AVIF , inline critical CSS, and delay third-party scripts.

3. In-site search includes access to a synonym list and a zero-result fallback page.

4. Create a mobile dashboard for GA4 events + Search Console and review it weekly.

5. We optimized each item against the checklists from Google Search Central and Baymard Institute , and verified interaction details using the mobile usability principles from Nielsen Norman Group .

CTA｜Use Pinshop to “install” high conversion into your foreign trade website

Pinshop is built on React + Next.js with static deployment , natively supports multilingual hreflang , 3D product display, automated SEO , and seamlessly integrates with GA4 and Search Console , helping you achieve faster speed, higher usability, and higher conversion rates on mobile. Contact us now to get a mobile experience review and on-page optimization checklist .

【Extended Reading】

What is foreign trade intelligence?

Learn about foreign trade customer acquisition software

Foreign trade website backend data analysis method