The vast majority of consumers do their homework before they make a purchase. In fact, over 80% consumers do some sort of research before they buy. Search engines are most often the starting points for this research and mobile is the platform where consumers are moving.
A recent report outlines what happens after consumers conduct a mobile search.
● 75% of mobile searches spur some kind of action
● More than a third of consumers who performed a mobile search continued to do research on the product or brand
● One in four visited the company’s or brand’s web site
● Nearly 20% shared the information they found with a friend or online peer
● 17% visited a store
● 17% made a purchase
● Just under 10% called the business
What This Means To You
Search is extremely powerful and influential. Nearly 40% of consumers who conducted a mobile search either made a purchase or visited a store. This alone should be reason enough to include a search strategy into your overall business plan. This doesn’t even include the brand evangelism that happens with sharing or the possible traffic to your virtual location.
When was the last time you performed a search on your business to see where you come up?
Not just the name of your business, but also the category of business you are in and the identifiable space (county, town, neighborhood) where you are located.
Are you the first one listed?
One of the first four?
On the first page?
Are any of your competitors listed above you?
Consumers most often click or tap the first listing and they rarely go below the first four. It is extremely rare they ever search beyond the first page. If you competition is listed above you, it is more than just a little likely that they are taking potential business from you. For more information on creating more traffic and generating more revenue, please contact :
Sources: Google/Nielsen Mobile Search Moments
Online purchasing is no longer a niche activity. Many consumers consider buying products and services digitally a normal course of doing things. For many businesses, e-commerce has transformed them from a small shop to a vibrant 24-7 international operation. One area that is concerning is the rate at which consumers are abandoning their shopping carts. New research has come out that provides data on why so many customers do not complete the sale.
● Today, the online shopping cart abandonment rate is just over 70%
● In the past 4 years, it’s risen nearly 25%
● 36% of customers did not complete the sale because they thought the total cost, including shipping, was too high
● 27% did not finish the sale because they wanted to comparison shop before finalizing their purchase
● 41% abandoned their cart because of return policies
What This Means To You
Businesses put a good deal of time, effort and money into attracting customers to their digital storefront. It’s a shame that so much money is lost on the way to purchase. As frustrating as cart abandonment may be to you, imagine it from the consumer’s point of view. They’ve spent time researching products, making a purchase decision and selecting items only to have a roadblock (even just a perceived roadblock) stop them. How likely would you be to return to the online store another time? On average there are 5.6 pages from cart to checkout. In the majority of checkout processes, consumers did not see the shipping costs until the third page.
People shop online for convenience, while you may not stop them from comparison shopping, you can make the processes as painless as possible.
10% of online sites required registration before customers could complete the sale. This can be a major hurdle to overcome. The data you get can be invaluable, but at what cost? Offering a discount for registering or providing data gives you the ability to get then data but does not hinder the consumer.
Most sites tell consumers how many steps there are to checkout. This is important, if a consumer thinks that the process will go on for a long time, they are more likely to abandon the cart.
Besides streamlining the ordering process, also streamline the return process. The easier you make it to return an item. The more likely consumers are to purchase it.
For more information on developing more online revenue, please contact:
Sources: Center for Media Research; Forester Research: MarketingSherpa, Paypal, comScore
For those who’ve given the the ultimate sacrifice and their families
Memorial Day approaching means 2 things. It’s the unofficial start to summer and that Jaws will be all cable TV channels for the next few months. While Chief Brody thinks they need a bigger boat, the travel category is experiencing bigger mobile results. Travel is one of the few categories where desktop dollars are still way ahead of mobile money. New research has just been released showing just that mobile dollars are growing extremely fast and future growth is even more mobile oriented.
● This year, the travel category is expected to hit $145 billion in revenue.
● 18% of the travel category is expected come from mobile
● In the past year, total travel dollars increased by 6%. Mobile travel categories increased by nearly 60%
● Next year, travel spending is expected to increase by another 6%.
● Mobile is expected to account for nearly 25% of all travel revenue in 2015. Year of year, mobile is expected to increase by over 40%
● By 2018, mobile travel revenue is projected to increase to nearly $65 billion
What This Means To You
No matter where your business is located, out of town visitors can mean an additional revenue stream that can come to you via mobile. Mobile devices aren’t just consumers constant companions when the are traveling for business or pleasure. In fact, mobile devices can maybe an even bigger influence while people are vacationing. That means your social reputation, online reviews and search strategy can either help draw these customers in or drive them to a competitor. Travel aps might group deal sites are other tactics to explore. For more information on reaching customers both near and far, please contact:
Search is rapidly becoming a mobile first function. More than 40% or all online searches are conducted via mobile device. This trend will likely pickup as more consumers become mobile only. New research has recently been released that shows what information mobile searchers are looking for and what you can do to leverage this activity.
● 54% of smart phone users are looking for a business’s hours when conducting a mobile search
● 53% are looking for directions
● Half are looking for the address of the business
● When searching for local information on a mobile device, 53% of smart phone searches originate from a consumer’s home
● 76% of tablet searches originate from home
● One-third of smart phone mobile searches happen at a person’s work place as do nearly a quarter of tablet searches for local information
● 51% of searches for local information via smartphone happen while consumers are on the go (16% of tablet searches for local information happen on the go)
What This Means To You
Search is a powerful ally for local businesses. Nearly 80% of local mobile searches result in an off-line purchase. A robust search strategy can make the difference between you getting the customer or your competitor.
It’s not just about your listing showing up – its where does it appear.
Someone recently said that the best place to hide a dead body is on the second page of a Google search.
Nearly 85% of all organic clicks go to businesses listed in the top 4 search results.
While just getting prospective customers to click on your search listing might be daunting – it’s just the first step.
47% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring. For more information on creating winning search tactics, please contact:
Sources: eMarketer; Ipsos; HubSpot