Monthly Archives: May 2014

What Happens After the Mobile Search?

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.

Mobile-Paid-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 :

Al Fiala
amfiala@gmail.com

Sources: Google/Nielsen Mobile Search Moments

Tweets Deliver for Brands

Businesses continue to rely on social media for more and more things. Everything from direct sales messages to customer service functions are becoming more social – even while many companies are trying decipher the value derived from their social marketing efforts.
A new study was recently released showing that Twitter can be an effective messaging tool.

twitter-3d-icon● 32% of Twitter users reported seeing a Tweet from a brand
● One third of users recalled seeing
a brand mentioned in a tweet that did
not originate from the brand
(Shared by other users)
● 45% of users who saw a brand’s tweet took action. Over 60% of users took action after seeing a brand mentioned in a tweet that did not come from the brand
● Overall 79% of those who saw a brand mentioned took action either online or offline
● Eight in 10 Twitter users have mentioned a brand in their Tweets – half had mentioned brand 15+ times over the 7 month study period
● Overall 23% of those who took action visited the brand’s website, 20% visited the brand’s Twitter page
● 20% of those who received a tweet from a brand, subsequently did an online search for that brand and 19% say they would consider buying the brand after getting the tweet

What This Means To You

Over all half of the Twitter users studied recalled seeing a message. While tweets that were sent by the brand were effective at causing action, ones that were shared by other users were even more effective. Remember that social media is not a one-way street – the goal is not to just deliver your message to consumers. You want to create a conversation – this is what spurs affinity and loyalty. You also want consumers to share the message. One in six Twitter users studied retweeted a message that mentioned a brand. Just like a “like”, that retweet or brand mention from someone they follow is a virtual endorsement.
Successfully marketing via Twitter is not a once a week function. Building your base of followers requires you to not only sending out frequent messages,
it means sending out unique offers and content. If all you do is sent out the
same 10% off offer, how likely are consumers to continue following and sharing your messages?
Some basic things to do:
Develop a consistent HashTag strategy – This can be a place where consumers are first exposed to your brand on Twitter
When someone decides to follow you , send them a welcome message.
When someone retweets a message of yours, thank them
When someone makes a positive mention of your brand in a tweet – Retweet it and mention them
Research shows that Twitter can not only create consumer engagement with your brand, it also can lead to increased sales. For more information on socially growing your brand, please contact:

Al Fiala
amfiala@gmail.com

Sources: Guy Wright, Tech Guru Daily; The Advertising Research Foundation; FOX; DB5

Getting Consumers to Return To Your Site

In yesterday’s post, we showed information on why consumers are abandoning their online shopping carts. Today’s we’ll focus on what you can do to get these customers to complete the sale .

shopping-cart-abandonment● Just 13% of businesses sent an email to consumers who abandoned their cart
● The average time from abandonment to contact was 30 hours. The shortest was 45 minutes, the longest was 3 days
● Over three quarters of brands who sent a follow up email took a customer service tone with the message
● 25% gave a time frame of when their carts would “expire”, 31% included a price and picture of the items that were abandoned, 15% provided other product options and less than 10% included the items availability
● More than 60% offered consumers the ability to finalize the sale via
● Just 5% of business sent more than one email to return the sale

What This Means To You

Reaching out to these shoppers is the first step in getting them to finish the sales process. Doing it in a timely fashion is step 2. Timely is key, while 45 minutes seems a stalker-esque , 3 days is far to long. After that amount of time, consumers have either put it out of mind or found a suitable replacement. Whether it’s through letting them know the cart will “expire” or that supplies of what they want could be running out, fear of missing out can drive them to complete the sale. Providing an offer or discount maybe the most powerful tool in getting consumers to finish the purchase. Free-shipping or discounted expedited shipping is one of the most effective offers. Make sure whatever offer you provide is easily tracked. Using coupon codes will help you decide what offer works best for future cart abondoners. For more information on effectively using digital sales tools, please contact:

Al Fiala
amfiala@gmail.com

Sources: Center for Media Research; Forester Research: MarketingSherpa, Paypal, comScore

Are Your Checkout Procedures Costing You Sales?

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.

shopping-cart-abandonment-2011-300x225● 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:

Al Fiala
amfiala@gmail.com

Sources: Center for Media Research; Forester Research: MarketingSherpa, Paypal, comScore

Memorial Day – Thank You

US Memorial Day

For those who’ve given the the ultimate sacrifice and their families
Thank You

The Travel Category is Becoming Increasingly Mobile Oriented

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.
mobile travel● 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:

Al Fiala
amfiala@gmail.com

Sources: eMarketer

What Local Searchers Are Searching For

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.

Local-Mobile-Search● 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:

Al Fiala
amfiala@gmail.com

Sources: eMarketer; Ipsos; HubSpot