According to the 3rd Annual US Mobile Path to Purchase Study, mobile is pushing purchase decisions. Often the actual purchasing of those products is happening in physical stores but consumers are researching their decision on mobile devices beforehand, which creates an excellent opportunity for businesses that are prepared with a solid mobile strategy covering mobile applications and mobile friendly web sites.
“Mobile is becoming a increasingly more important way to drive in-store activity for businesses,” say Kimber Johnson, Managing Director of Vanity Point. “Consumers are looking to make decisions quickly and often with a local focus, so we are seeing businesses that are prepared are benefiting.”
Points of interest from the study include:
1) Over a third of mobile shoppers say that they use mobile exclusively or that mobile is their most important research tool.
2) 64 percent of mobile shoppers say they finish purchases in-store rather than on their mobile devices.
3) 53 percent of mobile shoppers call local businesses from mobile search results.
Ability to access an audience that is looking to buy on their preferred device is essential. The study also states that product research typically happens at the beginning of the purchase funnel and that 65 percent of shoppers said they complete the purchase that day.
“Designing and developing mobile applications for both the iOS and Android platforms and mobile web sites to support the consumers in store experience is helping push purchase decisions,” continues Mr. Johnson, “putting the tools consumers want in their hands is essential in the modern market.”
Getting your mobile web site to shine isn’t as easy as just shrinking down your old web site to a mobile format. To succeed, mobile web development projects need to created with a focus on the unique characteristics of the mobile medium.
Tip #1 Start with a goal – Too many businesses build a mobile web site without determining what exactly they want the site to do. Do you want your mobile site to generate orders and sales? Drive traffic to a brick and mortar location? Once you have figured out your goal(s) keep your mobile site focus on accomplishing one or maybe two goals. A tight, clear focus produces much better results in the mobile medium than just duplicating your regular website.
Tip #2 Keep your visitors in mind – Your business and mobile web site have a specific audience and this is who you want to speak to when you build your mobile web site.
Tip #3 Build a bridge – Build a bridge between your visitors and your site goal(s). This is a simple tip that is often overlooked and highly effective if followed. If your goal is to drive foot traffic into various brick and mortar locations, utilize your mobile web to build a clear, easy to follow bridge to that goal. Often when consumers are visiting the web via mobile devices they are “on-the-go”, so creating a simple, easy-to-follow path will yield positive results.
Tip #4 Less is more – Don’t try to cram everything from your regular web site onto your mobile web site. Your business will benefit from a clean, uncluttered look that users can easily navigate. Use standard symbols for navigation where appropriate to help clean up the look. Opt for a clean, fresh look rather than design heavy features that aren’t effective in the mobile environment.
Tip #5 Stay current – A dated look can turn visitors away from your mobile web site. Opt for a fresh look and plan on reviewing and updating yearly.
Based on different studies, it is estimated that between 25 percent and 50 percent of people will read this post on a mobile device. Consumers and business professionals have adapted to mobile apps, devices and web sites at a rapid rate, using ‘all things mobile’ to stay connected, find information or just have fun. In a new study from Syniverse, we see just how important mobile has become for businesses.
One of the key findings is that most businesses aren’t handling mobile developments in-house. According to Synivere’s report, a full 77 percent of those surveyed are turning to outside vendors for their expertise on how to succeed in the mobile market.
Furthermore, it this survey, it is found that 92 percent of the business people surveyed believe mobile is ‘important or very important’ to their business and 84 percent ‘plan to incorporate’ mobile into upcoming marketing plans. Additionally, 88 percent say they have a ‘defined’ mobile strategy for future marketing efforts.
Of those who currently have a strategy, around half state that they are in the process of implementing it. However, only 24 percent say that their strategy has been implemented at this point and only about 10 percent say they are currently developing a mobile strategy
Businesses were quick to understand that mobile apps and web sites allow them to prosper in their local markets. Going local deepens the engagement levels of consumers. Syniverse’s data shows that 73 percent of businesses surveyed have included a location-based strategy, which allows them to use geographic profiling to better interact with shoppers.