Since Google has announced the types of online moments most relevant to a customer, we need to understand what our market is doing on our websites. The sooner we can deliver the information they want, the more useful we become to our users. One of the ways to identify these online moments is to dive into Google Analytics.
Here’s a case for leveraging Google Analytics:
In an initial look at one of our clients, we found that one of the differences between mobile users and desktop users was page views on certain pages.
What else did we find?
A lack of page views and a higher bounce rate on mobile for the Build and Price page and the Our Dealership/About Us page.
What does it mean?
If clicks could vote, they wouldn’t vote for those pages. It’s not that users don’t care about those pages, it’s just that they’re browsing with a different intent than if they were on desktop. So where did these users go? Most mobile users ended up exiting the website on inventory pages. They found the information they wanted, then left.
This means we should cater to what mobile users want and don’t want. Knowing this information, we’re not going to create sitelinks or set landing pages for content which isn’t useful or relevant to mobile users. Doing that doesn’t help the client.
Mobile optimization requires a different perspective and approach, and Google provides the tools needed to make decisions for mobile optimizations. The analysts at Strathcom can identify those optimizations which benefit Paid-Search performance and your company’s objectives and goals.
Mobile browsing is the way of the future. Between 2009 and 2011 we saw a 1000% increase in the worldwide browsing activity on smartphones and other mobile devices, and that is only the beginning. As we previously mentioned, over 33% of shoppers already use mobile devices during their buying cycle, with 27% searching for a dealer specifically and 33% using click to call to get in touch with a dealer. Those numbers are nothing to scoff at, seeing that every view you receive on your website is a potential lead. That’s why it’s important to optimize your website to be mobile-friendly. In the fast-paced online environment, customers want access to the information they need right away. It’s easier to click somewhere else and leave a web page than slog through a difficult-to-view website or deal with long waiting times to access content. Recent Google research shows that 61% of customers using a mobile device would quickly move to another site if they didn’t find what they were looking for quickly. On another note, 67% of buyers said that they would be more willing to buy from a mobile friendly site. If you have a mobile-friendly site, that’s great news for you. If not, then that’s great news for your competition. Here are some more statistics from Google on mobile users:
- 96% of consumers say they’ve encountered websites that were not optimized for mobile viewing.
- 74% of users said that they would be more likely to return to a mobile-friendly site
- 67% of users said they would be more likely to buy a product or service from a mobile-friendly site.
- 48% of users were frustrated and annoyed by a non-mobile friendly site.
- 52% of users said that an experience with a non-mobile friendly site made them less likely to engage with a company.
These are all reasons to implement a mobile website solution and stay one step ahead of the competition.
Mobile Browsing and SEO
One of the largest factors affecting mobile browsing is screen size and resolution. Despite continual advances in mobile technology, portable screens are still small. What that means for you is an even smaller space to capture a potential customer’s interest. It also affects how users will see mobile search results. Mobile and desktop search results are not the same. There are variations in ranking for the majority (about 87%) of smartphone search results when compared to searches from a desktop. Factors affecting these search results include a higher ranking of local results in mobile devices (Google Places results will list higher), Android Market or iTunes results for searches including keywords like “download” or “app,” as well as other differences like the position of vertical results. All of these differences can be used to maximize the impact of your Pay Per Click/Keyword advertising campaign by targeting mobile devices.