What You Don’t Know about Mobile and Local Search May Surprise You
By now, you may already know that mobile search is important. You’re aware that the mobile customer is someone you can’t ignore.
After all, mobile adoption rates and usage continue to skyrocket. It has transformed this once-niche market into something that’s mainstream. More than that, for many, mobile is their primary way to access the web and interact with the world.
To put a number to it, more than 1.2 billion people now access the internet from mobile device. That’s an audience no one can afford to ignore.
You’re probably thinking, “Okay, okay, I get it. I’m thinking about the mobile consumer. I’m on it.”
But just because you understand that you should be tapping into this market doesn’t necessarily mean you really understand why mobile customers can be so valuable.
What Makes the Mobile Audience So Special?
There is a reason everyone keeps harping on the importance of mobile – again and again. And you may be surprised by some of these facts and tactics related to mobile.
Mobile customers tend to be shopping now.
When someone searches for a product from their mobile devices, there’s a very good chance that they are looking to buy as soon as possible.
How good? Studies have found that 30 percent of smartphone searchers and 25 percent of tablet users buy what they’re looking for within one hour.
Yes, you read that right. They’re looking to make a purchase immediately.
So how do you make your business the obvious choice?
Make smart use of mobile features. In particular, add a one-touch phone number. When it just takes an easy click for potential customers to call you, it’s that much easier for them to convert into a sale.
Mobile customers follow through more often.
According to the Mobile Path to Purchase study conducted by Nielsen, 55 percent of mobile retail shoppers end up buying something when they search.
Again, more evidence that these are motivated buyers. They’re not browsing; they’re ready to spend some money!
This means that you’re getting a better return on your investment when you target a mobile customer. Those advertising dollars are aimed at people more likely to end up becoming paying customers.
Did you know that you can limit your Google PPC ads to mobile users? If you’re not having success with your campaigns currently, narrowing your audience may be the ticket.
Mobile customers spend more.
When compared to people using traditional laptops and PCs – either at home or at work – retailers report that mobile users tend to spend more per order.
36 percent of retailers say that this is true for smartphone users. And an incredible 77 percent of retailers find that tablet orders have a higher value.
So, don’t be afraid of the upsell. Go big! Reach for a larger average order size with your mobile users.
And don’t overlook tablets when optimizing for mobile. Make sure your website looks great and is functional only all size screens.
Mobile customers prioritize nearby options.
Research has shown that when smartphone users search for a product online, 77 percent of them ultimately go to a physical store to make the purchase.
Unless there are no other options available, do you think that someone is going to drive across town? Probably not.
This is something that obviously benefits companies with multiple locations. But it can also help small businesses to fend off bigger competitors by reaching customers who happen to be closer to their location.
What if you have no physical location? Offer the fastest shipping you possibly can. Two-day, one-day, two-hour…whatever is feasible for your company.
And make shipping free – even if that means raising the cost of your products to cover it.
Paying for shipping is a major deterrent.
In fact, a study from the Wharton School of Business found that people preferred a free shipping offer that saves them only $6.99 over a $10 discount on the purchase price.
Yes, they willingly paid more total just to get free shipping. Go figure!
Mobile customers buy more often.
Google recently released a study showing that 20 percent of people who have smartphones use them to make a purchase every single day.
Every. Single. Day.
But even those that don’t purchase online every day are frequent shoppers.
14 percent buy something using their phone once a week, and 60 percent purchase a product or service using their phone at least once a month.
Don’t let your mobile shoppers get away. Earn their loyalty. It will pay off in the long run.
To do this, of course, first you’ll need to know who is a mobile shopper. That means collecting data on the backend and then making use of it.
Mobile customers using smartphones and tablets are wealthier.
According to Pew research reports, while a surprisingly high 47 percent of people making $30,000 or less per year have a smartphone, that number jumps to 61 percent for those making $50,000-$75,000 and soars to 81 percent for people earning over that amount.
But the findings go beyond that. It’s not just that these potential customers have more money – they spend it.
In fact, when compared to their less-wealthy counterparts, these users shop more than three times as much.
Now do you get it?
Yes, mobile is everywhere. But it is so much more than that.
Mobile shoppers are valuable. They are the ones you want to woo.
And by using the right mobile and local search optimization techniques, you can.