For any brand that offers products and services online, mobile search is at
least as important as the conventional desktop search. They are different
channels for expanding the mobile presence of your company. Not only should you
take every advantage of your mobile users, but also treat them in a different
way with your marketing efforts. Mobile users have peculiar behavior, they focus
on local search, and they wouldn't want to be repelled by a badly designed
website.
- 17% of searches happen on the go, according to data from Paragon Poll. What
we can be sure of is that this number, dating back to 2013, is going up at a
breakneck speed. 23% of on-the-go searches lead to a purchase. 43% of search
results are based on relevant location of mobile customers. These numbers might
as well be increasing as we speak.
- 90% of mobile device owners (smartphone owners in particular) tend to take
action after a local search, which means they are ready to purchase a product or
service they need. 63% of these actions occur within 1 hour after the search.
21% fall within 1-4 hours. How can one catch this attention and lead it to a
purchase? Simplify the process, reduce the number of screens and input fields
that the consumers have to go through. Optimize the routine for several
purchases at a time, and if visitors get to like it, they will become your
customers.
- Why is local information important? Well, 95% of smartphone owners browse
for it, and 88% of those stated these searches as immediate needs, resulting in
an action.
- More than 40% of personal computing time spent in the USA belongs to
smartphones and tablets. Stimulation of impulsive customers through calls to
action (click-to-call, for instance) and temporary offers is a technique that
works.
- Mobile-optimized branded websites add about 20% to mobile traffic and about
25% to mobile conversions. Keep that in mind.
- You should never forget that we've become very impatient, and it takes more
than 3 seconds for a website to start loading so that about 40% of us would
abandon it. 64% of us expect any website to load in 4 seconds. Many searches are
conducted during short breaks, so that mobile customers might not have much
time, and it makes them even more hasty. Once anything is overlong to load, your
website can be abandoned.
- The combination of these stats and the obvious fact that the mobile has
gotten almost everywhere in business, shows that smooth work of your mobile
website is crucial for your brand, and it defines the way you present your
products and services. Big budgets can be easily spent on a website that will
initially bring poor amounts of traffic. That's why mobile search is a huge
opportunity for a properly designed website.
The obvious need for a website designed specially for near-perfect experience
on mobile devices, is often neglected. When the very first iPhone was
introduced, we were shown how a heavy website can be quickly loaded on a phone,
and how we could read articles by pinching and zooming. Now even that's not good
enough for us, mobile users. We appreciate simplicity and clear design, and we
hate the details we don't need to see on a tiny smartphone screen.
What's even more important for making mobile websites an efficient part of
the brand's image, is that mobile search is generally more goal-oriented. News,
a place to dine, navigation, mobile shopping and entertainment - we can search
for everything with our smartphones. Action is often seen as a usual result of a
mobile search - this, for example, was stated by 9 out of 10 mobile users in a
survey by Google.
Potential customers have to easily locally find your mobile website by
keywords, which means SEO activities you have to conduct. Then your website has
to catch visitors' attention and call them to action. There are design tricks to
make the website simple and catchy. When working with your contractor on the
design, take note of the guidelines and remember that a successful website is
actually built for customers, not for the brand. Then your contractor will
create it for you.
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