When I started at TakeLessons, nearly 40% of the traffic on the TakeLessons.com website was coming from mobile devices. From Google Analytics, we knew that mobile traffic was converting to leads (and thus potential for sales) at less than half the level of traffic from the desktop users.
I designed and prototyped the mobile site using a novel "recommendation wizard" in place of a standard search function. In order to better match studetns with instructors, we asked users to provide the student's age, experience level, and other relevant details. The intent of this was to both increase the quality of the matches we were surfacing based on the individual students needs and also to increase user confidence that the teachers displayed were the best matches for them.
This recommendation wizard was tested with users initially with sketches and again through several iterations of design.
Shortly after the launch of the new mobile site, the lead conversion from mobile had increased by 400% over the baseline. Those leads subsequently converted to sales at a 50% greater rate than leads from the desktop, making it our most profitable product.Give it a try!