by Brad Beckstrom
When consumers are searching on their smart phone there’s a very good chance that they’re ready to take action. A recent joint study from Google and Nielsen demonstrated that 73% of mobile searches result in additional actions. This is most important for retailers as 17% of searchers visited a store and another 7% called the business. The most important finding is that 25% visited a retailer’s website on their smartphone. It’s essential that your website be responsive and easy to navigate for mobile visitors if you want them to take action. Ask yourself the following questions:
- Does our website load quickly on a wide variety of mobile devices and is it responsive to large and small tablets
- Is it free of clutter and easy to read with click to call and quick access to store location information
- Do you have a mobile coupon strategy to drive traffic, this could be as simple as a reward for visitors who opt into your SMS or email lists
- Can consumers quickly login and share with Facebook as an option to creating a password and entering their email address
You’ll notice that in the study 36% of mobile searches resulted in continued research. This generally means they didn’t find what they were looking for. They may have clicked on a website that took more than 7 seconds to load or was not mobile friendly or was confusing and hard to navigate. Those are the customers that are up for grabs if you can do mobile right. Try this quick test. Search for “Frank and Oak” on your mobile phone. Click on the first result. That’s how mobile should be done and if you’re a brick-and-mortar retailer your business is being disrupted.
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