Mobile technology has changed the social world. Not only has it altered the way we communicate and interact with each other, it has also greatly affected consumer behavior. In order to capture sales, retailers have created a dual path on mobile devices via sites and apps; thus, no matter how consumers prefer to purchase, they have an easy solution. Understanding consumer behavior and how shoppers use their mobile devices is now critical in conquering the path to purchase.
According to a study by Google Marketing Insights, nearly half of U.S. consumers with mobile phones use their devices weekly to shop. One in ten people states that they shop via mobile daily. These are huge numbers, especially when coupled with the fact that 60% of consumers use a mobile website to shop. Despite the proliferation of apps, it seems that a user-friendly mobile website is preferred by shoppers.
In general, mobile shoppers find that mobile websites offer more information. While 64 percent agree that shopping apps load quicker and 60 percent say they are easier to navigate, the path to purchase seems to flow more easily through a mobile website. This makes a strong case for all retailers having device agnostic or responsive websites. Having a website that scales based on device is key to capturing a majority of shoppers.
If a retailer is interested in making sure their app is part of the path to purchase, including special discounts or exclusive deals via the app seems to be the way to go. Thirty-five percent of mobile shoppers state they download apps specifically for discounts. Additionally, making sure the app is secure will also ensure more consumers use it; more than 70 percent of smartphone owners who download apps cite security as a deciding factor.
If you're looking for ways to streamline your path to purchase or simply want to learn more about mobile- and app-based shopping trends, please contact Energyhill today. Our team of expert marketers is ready to help you capture and cash in on this mobile revenue stream.
Sure they fall at the same time every year, but the holidays always seem to sneak up on us. For a business, that can be problematic. If you sell primarily to consumers, raising your profile during the holidays could greatly impact your annual sales. Even if you are primarily a B2B vendor, staying in customers' minds during this time of year is important. Your first weapon to combat the holiday haze is your website. It is typically the first stop for many customers to find out more about you, your products, and your offers. Below are some ways to ensure an increase in website traffic for the holidays.
Google is the world's largest search engine and the cornerstone of many business' marketing plans. You can make their reach work for you by using a trio of services that will put your product images front and center during relevant searches. You will need your shopping feed, Google Merchant's Center, and your Google Adwords account working in tandem to take advantage of the added exposure of these feeds.
Effective search engine optimization is a marathon, not a sprint; but you can optimize some pages on your site specifically for the holidays. Consider adding a few landing pages specific to your holiday offerings and make sure the SEO on these pages is targeted to holiday shoppers. Also, spend some time clicking around your site to test for things like load time, image quality, and calls-to-action. You don't want a consumer to have any reason to leave before making a purchase, so be on the lookout for areas that might hinder a conversion. Slow load time is often the key culprit to consumers clicking out of the site, ultimately resulting in less valuable website traffic.
Similar to shopping feeds, PPC campaigns can put your products in front of consumers who are searching for specific keywords. This gives you a direct line to consumers who are ostensibly looking for your product. Remarketing campaigns are also highly effective during the holidays. Customers who have previously visited your site, but haven't purchased, will see ads for your products while they're clicking around the Internet. It's a good way to stay top of mind.
Lastly, don't forget about your social media feeds. These channels can pump up your promotional efforts with interesting content and clever community building campaigns. Just make sure that your site is ready to handle the traffic from a social media push.
No matter what tactics you use, the holidays can be a huge opportunity for you and your business, and they can generate website traffic you don't normally see throughout the year. If you have any questions regarding how to make your site holiday-ready, please contact us at Energyhill today. Happy Holidays!
