It’s not good enough to have just a responsive website anymore. You also need to think about the actual content layout on mobile. How it’s displayed will affect conversion rates from mobile users.
There is one fundamental for designing content on smartphones, keep it engaging. If this is done correctly there is a significant increase in conversion rates from mobile phone users. It’s not rocket science! It just means using the available site content and displaying in a smart way so that there is impact, clarity and engagement.