Our smartphones have become an extension of us. We’re constantly texting, tweeting, emailing, taking selfies (okay maybe not all of us), searching, but we all spend a decent amount of our day staying in touch with the world through our mobile device. Millennials, on average, are spending about 4 hours a day on their phones, according to My.com. Statistics like this aren’t dropping any time soon. Total mobile data traffic will be seven times 2014’s volumes – and 220 times 2009’s.
As the use of our smartphones became more and more prevalent, more advertisements interrupt our daily social media breaks and take over our Facebook feed. Now everyone else is catching on to the brilliant placement, and advertisements are slowly creeping into our Instagram, Snapchat and Pinterest news feeds. With our noses in our phones, the best thing an e-commerce business can do is enhance their site’s mobile experience.
9 out of 10 mobile searches lead to action. More than half lead to sales (Source: SearchEngineLand). Search is the most common starting point for mobile search. Your potential customer has just seen an ad, overheard your name during dinner, or needs to find your service. The first thing they’ll do is access their smartphone. 91% of adults have their smartphone within arm’s reach (Source: Morgan Stanley.) Make sure your e-commerce store has a mobile responsive website. Customers aren’t going to want to be redirected to download an app or try to maneuver around a smaller version of your desktop site. 44% of retail Internet minutes are spent on mobile phones, so it’s in your best interest to cater to your customers’ behaviors. Mobile responsive layouts should have clear call to actions, especially given the high conversion rate of mobile visitors.
While we’ve learned everything I’ve mentioned thus far, it’s also important to know that mobile users are really just looking for a good deal. They won’t be your most loyal customer, but about 75% of mobile shoppers will use a mobile coupon when offered to them. The hang-up here is that although customers are more likely to browse on their smartphone, they seem reluctant to complete a transaction. Usually the mobile checkout process is difficult, so they’ll rely on their desktop for the seamless steps in making a purchase. Simplify your checkout process and see the number of conversions increase.
The tiny computers we carry around in our pockets might drive us crazy for a majority of the time, but they’re not going anywhere any time soon.
About:Hawke Media is full service outsourced CMO and digital advertising agency with clients in Santa Monica, Los Angeles, San Jose, San Francisco, Chicago and New York.