Customers increasingly use mobile devices to gain inspiration and information to make a final purchase online. In order to ensure retailers increase their sales a mobile presence is essential.
Below are some top tips to ensure you are set up to acquire mobile shoppers.
- Make sure your website is mobile optimised for both design and speed – You can test your website here – Test Your Website
- Reduce friction – customers are more likely to buy if they can quickly find what they want to purchase and be able to get all the information to make an informed decision. Shipping, Sign up and Payment options. – More information
- Evaluate your mobile campaigns – Ensure you are tracking sales and view devices on what conversions are made. Cross-device attributionis essential.
- Stay up to date with mobile trends – Explore the Consumer Barometer here
Understanding your mobile shoppers’ behavior is key to being successful with Google Shopping and mobile users. First step is to ensure that you are tracking sales and using Analytics to know how mobile users browse your site and your sales funnels.
Simply looking at the number of conversions by device type may not provide a clear picture of your customers’ entire shopping journey. Today, shoppers are constantly connected across multiple devices. It’s important to consider every touchpoint as an influential step in your shopper’s final decision to make the purchase.
Download a Cross-Device Activity report and evaluate cross-device impact on your mobile Shopping campaign performance.
Let’s say you find that many shoppers convert on desktop. However, you also notice that customers first interact with your Shopping ads on mobile. This observation shows that shoppers may prefer to search for your products on mobile while they’re on-the-go, but choose to convert later on desktop.
To capture this opportunity, you may increase mobile bid adjustment modifiers to stay competitive when your mobile customers are searching for your products. In addition, you may also investigate why shoppers don’t convert on mobile when they first interact with your products. You may decide to improve your mobile checkout process to capitalize on mobile traffic. Learn more about cross-device attribution reports.
If we took a snapshot of the shopping experience a decade ago, it would look something like this: When looking for ideas and inspiration, a shopper would either go online, browse a catalog, or walk the store aisles. When in-store, a shopper would learn more about a product and either head to the cashier or head home to buy online. The point is that a shopper interacted with channels independently. But the rise of mobile has changed this picture.
What’s different today is that even though this behavior still happens, shoppers are omnichannel: Six in 10 internet users start shopping on one device but continue or finish on a different one, and 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. They get ideas, look up information, and make decisions, all from their smartphone anytime, anywhere. – Source – https://www.thinkwithgoogle.com/marketing-resources/micro-moments/mobile-shoppers-consumer-decision-journey/
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