We are all aware of the growing importance of Mobile, although we aren’t quite sure how people use mobile along the customer journey or how to fully optimise for mobile.
Think of mobile devices as shopping assistants for consumers to:
- Locate a business
- Research products and services
- Read reviews
- Make a purchase
These are explained well by Google, known as micro moments, you want to be above your competitors at each of them.
Under attribution has lead to a Mobile under spend
When auditing many clients digital activity we find they are under valuing mobile, as although smartphones are the most common starting place for online activities, with 65% of searches starting on mobile, purchases take place past the mobile conversion, by:
- Phone (customer service team)
- In-store (using directions)
- Cross device (on desktop or tablet)
The real value in Mobile
Goal – Mobile consumers are searching with a goal in mind, 45% of mobile searches are goal orientated
Local intent – 71% of use a store locator to find a store that’s closest, 66% of mobile consumers expect businesses to be within 5 miles of their location
Immediacy- 66% of mobile searches want to purchase within the hour, 50% of mobile searches purchase within the hour , 83% of mobile searches want to purchase on the day
Context – this gives marketers Increased ability to use context to boost relevance and drive performance
Setting your business up for mobile success
Make it easy for your customers to make a purchase
- Ensure you have Google search console set up correctly with no errors in mobile usability under search traffic
- Test your site is mobile friendly
- Test your website mobile speed, user experience and suggested improvements using Google Page Insights
- Build mobile accountability into your organisation
- Be there, be relevant, be optimised
- Focus on your mobile value proposition so it meets consumers needs
- Keep calls to action front and centre
- Landing pages should be lightweight and load quickly
- Be very direct and concise
- Use large text and big buttons
- Use as few fields in forms as possible (use auto populate technologies)
- What actions do we want our mobile customer to take?
- Does our current mobile destination allow for efficient completion of these actions?
- Include a phone (call extension) if you want to receive calls
- Include your address (location extension) if you are a local business (link AdWords to Google My Business)
- Use the Google keyword planner to determine mobile search volume for relevant keywords for your business
- Move your audience segmentation from by demographics and people to intent
- Drive ROI and branding in mobile specific ways, use contextual signals of location, proximity and time of day
- Identify your consumers’ I-want-to-buy moments, we are seeing success with “near me”, and long tail relevant action keywords on broad match with dynamic search ads within a 5 mile proximity of local businesses (bid adjustments can help with this)
Measure every moment that matters.
It’s no longer enough to simply measure the online conversion. With mobile, the path to purchase is now fragmented and its no longer acceptable to ignore the Halo Effect. Be there, be relevant, be optimised, track:
We have just worked with a number of clients to write their digital strategy for 2016 with mobile and video integral to their success.
For help writing your strategy, to undertake customer journey analysis to understand the impact of all of your channels, or simply to optimise your campaigns get in touch with me directly on firstname.lastname@example.org