The Connected Consumer
Considering that your mobile phone is literally information in your pocket, we use it everywhere, but did you know that 70% of mobile searches happen in places where you could have access to other devices.
"The UK is currently leading the way globally for mobile usage – we have the most devices per household at 3.1 and 77% of people purchase using mobile monthly making us global number 1."
Mobile usage doesn’t look set to decrease anytime soon, with figures showing that year on year there has been percentage increases, making this the most important time to make sure that you are connecting with your consumers via all the devices they use.
The Moment Matters
With an increase in cross device usage this has led to an increase in moments that matter to marketers like us. Gone are the days that it was important to make sure your shop front looked good or your packaging was there to draw in your consumer. It is down to us to make sure that we are in the right place at the right time with the right messages.
"70% of consumers research online before they make a purchase"
With that in mind you need to ensure that you are using mobile to capture buyers when they are in the research phase as well as being there across numerous devices when they are ready to buy.
Google have some useful tools that helps you to evaluate how valuable mobile is to your business:
If you haven’t seen these tools before, have a play around with them, remember that Google is an endless source of data and so offers you free insights that could be incredibly valuable to your marketing strategies.
The Optimised Opportunity
With the introduction of all these marketing opportunities, it’s important that even when you are in the right place at the right time you are optimised for mobile users. It may seem pretty obvious but…
"67% of consumers are more likely to convert if they have a good mobile experience, whilst 40% of users would use a competitor if they have a bad mobile experience."
Remember the smaller the screen the smaller the patience, capturing people on mobile is really simple if you follow simple steps to optimise your site:
- Make sure your page speed isn’t too slow – test it using Google’s page speed tool.
- Place Call to actions front and centre, make it clear what you want the user to do
- Don’t over crowd the page
- Streamline forms
- Minimise form errors by clearly labelling
- Real-time validate forms, avoid reloading the page – nobody wants to start again!
- Make all actions easy to finish on another device
- For ecommerce allow users to purchase as a guest
- For complex tasks don’t be afraid to use a click to call
- Test your site – think as a user!
These tips might sound simple, but it is important to ensure that your site is usable on mobile or you could be segmenting a large amount of users who will never return on desktop.
There is a case study for LV that indicates they increased leads by 89% with a mobile friendly site so never underestimate the importance of it.
So how do you get ahead with mobile?
Be There, Be Relevant, Be Optimised.