As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices.
So how people use their mobile devices to search? The numbers mentioned below come from a new report called “Mobile Search Moments: Understanding How Mobile Drives Conversions.” It was put together by Google with the help of Nielsen and it involves data from over 6000 mobile searches.
This research shows that most mobile searches are done in the evening . It could be the case that they are more personal in nature rather than work related- you could be rushing home late, so you search for pizza delivery or you search for tickets to the movies, and things you need to buy.
77 percent of the mobile searchers have a PC nearby but they do not use it. It makes sense as many users would just prefer to remove their phone out of their pocket rather than going at your desk and starting up a computer. This could also mean that more than ever, your result has to be in the top five if you want to be noticed.
73 percent of mobile searches generate additional actions or conversions. The average mobile search leads to two follow up actions and it all happens pretty quickly. This can be beneficial as a little over half of everyone who finds you in search will take some action and move to the next step. There would only be those 7 percent who called the business because phone calls usually lead to lousy customer service.
25 percent followed up with a visit to the business’ website. Did the user get what they where searching for when they hit your site after clicking through from search? Will they be attracted towards crisp yet interesting text and graphics? Will they take the next action – buy something, get contact info, schedule a meeting ? If you have lost them at this stage, then you are responsible for it.
17 percent of mobile searches are by a triggered a purchase or a visit to the store. These are the sales you would have lost if they could not find you when they searched.
The searchers are more likely to notice an ad when using their mobile phone while shopping in a store and this may not be much of a good news. This is so as the customers are in a frame of mind to shop and if they are being tempted by mobile ads from competitors. A good old fashion customer service can keep customers engaged and they will not turn to their phone for more information.