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Shopping: The Role Of Mobile Sites And Apps On The Path To Purchase

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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.

Shopping: The Role Of Mobile Sites And Apps On The Path To Purchase

Mobile Shopping Frequency

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.

Shopping activities on smartphone

Information vs. Convenience

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.

49% perceive mobile sites as likely to contain more info than apps

Incentives Make Apps Attractive

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.

Google To Roll-Out Mobile-First Index Sites: What Is A Mobile-First Index?

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What Is A Mobile-First Index?

It’s no secret that Google holds the purse strings when it comes to online indexing and search results. After all, the ubiquitous search engine has become a noun and a verb. However, online search activity migrating from desktops to mobile devices is bringing about a change in Google’s initial search assumptions. Here is a quick rundown of what Google’s result announcement regarding the implementation of a mobile-first index says:

How Google Determines Search Results

This definition is going to require a little explanation. Currently, when a consumer searches Google on their mobile phone, the search result order is based on an index. The index has been developed by Google through a combination of search crawlers, indexing, and ranking. Google ranks different websites based on keywords and content. Part of the search algorithm decides how relevant a site is to the search terms based on these characteristics.

How Google Determines Mobile Search Results

Currently, Google ranks sites based on desktop searches. This ranking is device-agnostic; the results still rank primarily based on desktop index, even if the search is conducted on a mobile device. However, the inclusion of additional mobile keywords that the Google search crawler is looking for may help to give some sites a bump.

How a Mobile-First Index Changes Things

So, Google recently announced that this method of determining search results on mobile devices will migrate to a mobile-first index. Accordingly, mobile search results will be returned based on mobile-focused criteria, including a responsive mobile site, a separate mobile and desktop-based site, and the lack of a mobile site.

How This Affects Businesses

If you don’t have a responsive mobile site, make one. This will have the most influence on your business’ mobile index ranking over just about anything else. Rankings will still primarily be at the page level; so do your best to make as many of your website’s pages mobile friendly as possible.

If you are interested in finding out more about mobile-first indexing or search optimization in general, please contact Energyhill today for a consultation.

Can Digital Trends Influence Our Interactions?

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Can Digital Trends Influence Our Interactions?

Agencies across the world have made their digital predictions for the second half of 2017 and beyond. These predictions often shape the media we recommend, how we allocate marketing budgets and more. So, how can some of the more common predictions for 2017 influence strategy moving forward? Let’s examine some of the newest digital trends and how they might effect our campaigns.

Conversations Will Lead to Conversions

The intimacy and immediacy of mobile and digital communications has made it easier than ever for brands to target their messaging. Digital platforms, especially social media, make it seem as though large brands and corporations are speaking directly to consumers one-on-one. By engaging in conversations, rather than in traditional advertising, consumers are more likely to feel a personal connection to the brand. This personal relationship makes purchasing and other conversions more likely.

Immersive Content is the New Toy

The advancements in virtual reality and augmented reality have opened new doors for advertisers. As immersive software and hardware continues to develop, so will the possibilities for consumer engagement. Look for brand video experiences to become more interactive.

Accountability is Still Key

Metrics is still the magic word. Brands will continue to hold marketers accountable for ROI. This will be true on both the business-to-business and business-to-consumer sides.

Artificial Intelligence is on the Rise

First it was Siri. Now, she has sisters: Alexa, Echo and well, Google. These smart technologies will continue to mature, making consumers’ lives increasingly easier. Look for brands to continue working closely with device makers to discover the best ways to leverage AI.

Adaptability Equals Success

Perhaps the biggest truth of digital trends and predictions is that adaptability will continue to separate the successful from the unsuccessful. The more nimble an organization can be in their tactics, the better chance they will have at staying at the forefront of innovation.

As with any digital trends, following the latest and greatest tactic might give you whiplash. However, with a bit of careful planning and consideration, you’ll be able to choose the digital trends that work best for you and your business.

5-Step Guide to Powerful Process Design

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Your company’s processes have an enormous impact on your business. In this webinar we will walk you through 5 steps to powerful process design. With the right process design, you can streamline your operations, increase your productivity, and give a healthy boost to your bottom line.
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3 Ways to Increase Student Enrollment Using Digital Marketing

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How can you increase student enrollment for your online programs? This webinar can be used as a brainstorming session to help colleges and universities start and plan their campaigns. Read more