Reaching the Mobile Consumer

Estimated Reading Time 5 minutes

Everyone knows that 2015 was the year mobile took over. We experienced (or rather – didn’t experience) Google’s mobilegeddon alongside Google’s announcement in May that mobile search had officially overtaken desktop, and mobile became our primary devices.

In this day and age, we rely on our mobile phones as our personal assistants. Aside from checking our phones a massive 150 times a day, Google searches including the term “near me” doubled from 2014 to 2015, 80% of which come via mobile. Mobile has changed the way we search, meaning users have different intentions on a mobile device than they do on desktop, like looking for immediate information.

With this instant information and personal assistant interpretation, comes higher expectations for relevant information. If a user is served irrelevant information to their search, whether through PPC or SEO, it’s likely to result in lower user experience.

86 % of all mobile users check their phones within 1 hour of waking up

50 % of purchase related conversions come within 1 hour of the mobile search that initiated them

67 % of consumers are more likely to buy on a mobile optimised site

45 % of mobile searches are goal oriented and help to make a decision

The mobile consumer is always connected

Whilst we rely on smartphones in our day to day lives, smartphones are still, and probably always will be, performance constrained in comparison to desktops. Although mobile phones have been growing in size in recent years (until Apple unveiled their SMALLEST EVER iPhone SE), smartphones will inevitably never match up to desktops in terms of network speed and loading time.

Getting the most from mobile:

  • Speed
    • Having a quick loading mobile site is necessary for improved user experience, especially after 40% of users said they have turned to competitors sites after a bad mobile experience
  • Functionality
    • In order to allow users to find information quickly, make sure your site is fully functional on mobile. This can include things like larger buttons or less text, allowing users to find exactly what they’re looking for with ease.
  • On site content
    • Once someone lands on your page, make sure that the content is relevant and answers what they’re looking for. If the page is irrelevant, or they have to read hundreds of words before they find what they’re looking for, it’s likely to result in a bad experience.
  • Use extensions on ads
    • There are a variety of ad extensions that can be used, site extensions, callout extensions and location extensions are just a few that can be utilised on mobile ads. Whilst these work the same way as desktop in reaffirming your brand message, these help to fill up more space on mobile, making your ad more prominent and appealing
  • Make it easy for users to convert
    • Having a mobile friendly site is well and good, but if your call to action button is tiny then the chance of conversion is likely to be low. On your mobile site, ensure any call to actions are noticeable, without being too blatant.

Google also released an update a few weeks ago, announcing that they are continuing to make the web more mobile friendly. If you’ve already got a mobile friendly site then chances are you won’t feel the impact, but if you haven’t, what are you waiting for?!

Sophie Burrows
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.