eCommerce Industry Stats For Mobile And Mobile Marketing

Tech analysts predicted that mobile Internet usage would overtake desktop usage by 2014. We’re well past that tipping point now as shown in a July 2015 study.

This study’s year to-date data shows a consolidation with mobile digital media time in the United States significantly higher at 51% compared to desktop usage at 42%.

What does this mean for your eCommerce business? In the simplest turns, if you’re not reaching your audience effectively on their smartphones and providing a good user experience, you’ll miss out on business.

A Shopify study shows us that mobile traffic to eCommerce sites is at more than 50%, while desktop traffic to eCommerce sites sits just below mobile traffic. Shopify says mobile traffic is now the “default” way people shop eCommerce stores.

Let’s explore eCommerce industry stats for mobile and mobile marketing. We’ll review studies and make a case for the importance of a mobile-friendly eCommerce site.

Why the Rise in Mobile Traffic to eCommerce Sites?

Social media is driving eCommerce site visits. The same Shopify study notes that when Facebook users are using their computers, 5% of them click through to eCommerce sites, while the number jumps to 7% when Facebook users are on their phones.

On the search side, Google searches represented 18% of eCommerce traffic from computers, but just 12% from mobile phones. Their study deduced that search is used when customers are looking for something specific, while Facebook users on smartphones are clicking for the spontaneous purchase.

According to Susan Wu of Forrester Research, Inc, “Mobile is far outpacing the growth of e-commerce as a whole. It’s growing faster than e-commerce in the ‘90s when online shopping was just taking off.”

The Importance of Social Media

Discovery-based shopping is the trend of shopping from mobile phones and tablets. Social media drives a large amount of traffic to eCommerce sites, and social media advertising is worth exploring.

According to a study by Custora, mobile traffic to e-commerce sites has increased from 3% to nearly 37% in the last four years. Though the mobile conversion rate is only at 1.4%, mobile has become an essential part of the overall shopping experience, and the gap between traffic and conversion continues to shrink.

Always on Shopping

This is a new trend in shopping coined by Shopify. It refers to the degree that consumers are always on.

It’s due almost entirely to social media and mobile shopping. In previous years, desktop traffic to eCommerce sites was highest between Monday and Friday. Mobile shopping tends to increase on the weekends. In the end, you have “always-on” shopping.

When you factor in computer, mobile and tablet shopping, consumers are “always” shopping.  It’s no longer certain days or even certain hours that consumers are shopping. They are making purchases 24 hours a day, seven days a week, largely through their mobile devices.

Nite Owls are Buying

An interesting report studied shopping times, specifically late into the night and early morning hours.

The study found that due to the rise in mobile shopping, more consumers are making purchases in the wee hours of the night. The report notes increases in sales between the hours of midnight and 6 am – up more than 30% from the previous year.

Mobile Shortcomings

Adexchanger.com says mobile users click on ads more than twice as much as desktop users, and most online retailers see nearly 50% of their traffic coming from mobile, So, why is the conversion rate higher for desktop?

While consumers are doing a lot of their shopping and discovery on their smartphones, the majority of purchases still happen using computers. Why? It’s simple. Entering credit card details and personal information on a small screen is difficult. Consumers also worry about privacy more on their smartphones than their desktops.

Users also switch between devices, but they almost always return to the computer to complete the purchase.

Websites Vs. Apps

Now that we’ve discussed eCommerce websites on the smartphone, let’s look at the stats between eCommerce mobile websites and apps.

With mobile commerce on the rise, a debate has started regarding whether retailers should concentrate on optimizing their website for mobile or create a downloadable app.

While responsive design is essential to any etailer, a downloadable app can enhance your business based on your target audience and product offerings. How do you decide?

The most significant advantage that mobile apps offer is the ability to communicate and personally engage with the customer. Plus, research suggests consumers do enjoy using mobile apps.

Yet, the mobile website is integral to the consumer’s shopping process. Kissmetrics says two out of three customers prefer accessing a mobile website than a mobile app. Users don’t want the barrier of an app. They also don’t want to have to stop shopping to download an app.

What consumers really want is a good deal. They will usually only download your app if they perceive there is a value in it.

While an app is good for the eCommerce retailer, they aren’t always profitable for the consumer. Your best bet is to provide a more app-like atmosphere, great navigation and a coupon on your mobile site. It’s got to be easy for the consumer.

The Take-Away

Perhaps the most glaring conclusion is that eCommerce companies must optimize their sites for mobile. It’s no longer an “if I’ll get to it,” but an absolute necessity.

It’s vital to provide customers a superb shopping experience whether it’s on desktop, tablet or mobile.  Due to the “always-on” phenomena, mobile shopping is increasingly important.

If your eCommerce site does not optimize for mobile, you’ll cater to a shrinking group of people who are only shopping on their computers. Of noted importance is mobile testing. With Androids and iPhone usage skyrocketing, testing on as many devices as possible is critical.

Cater to all your customers, 24/7 and on as many devices as possible, and you’ll see your conversion rates increase!

Now that we’ve looked at eCommerce industry stats for mobile and mobile marketing, would you like some assistance in fine-tuning your mobile site and increasing conversions? We’re here to help. What’s more, we guarantee your results. Contact us today. We’d love to talk with you about optimizing your mobile eCommerce site for better outcomes.

Image: Jason Howie

popup-strategiesPopups are annoying, right? Sometimes. Okay, usually they are annoying.

Popups don’t work, right? Wrong.

Popups work. They usually work very well. (See my 2012 post on testing opt-in email popups.)

Why are marketers across the Internet suddenly so interested in popups when before everyone thought users hated popups? Technology, coupled with etailers using popups in more strategic ways, have led to more and more ecommerce conversions and sales.

Take for instance, Nikky from Etsy shop, Nikky in Stitches. She installed a popup to capture email addresses, and she saw a subscription rate of 5.5%. She found that an entry popup with a timed delay of 2 seconds led to an incredible 1,375% increase in email subscriptions.

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Just like everything in life, marketing has some basic rules that you’re supposed to follow. However, in some cases, your marketing benefits from breaking these rules. While you don’t want to break all of the rules all of the time, remember that these are not set in stone.

1. Keep Your Focus Unwaveringly

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Image via Flickr by Mark Hunter

Rule: It’s said in the marketing world that you should keep your focus. What should you be focusing on, exactly? The rule is that you should focus on your marketing strategy and conversions. Without conversions, you’re not going to make any money. So, you need to do anything and everything necessary to increase the people coming to your landing page, which will in turn help you sell more.

How to Break It: Let’s be honest – making money is most likely the reason you have a landing page in the first place. You want people buying your product or service. However, the best way to do this is not to constantly focus on getting people in the door. If you do this, you’re going to end up getting the wrong people. Instead, focus on your customers. Figure out your target market and use it. In addition to this, you’ll want to split your focus between a few things. Customers, marketing strategy, and your landing page layout all need to be on your mind.

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When it comes to generating new leads for your business, you don’t have to do all the work. Your customers can also work for you by generating leads through social media and sharing. The following ideas are low-cost ways you can use your customers and social media to spread your company name.

You Can’t Afford to Ignore Video


Image via Flickr by Roberto Verzo

In December of 2013 alone, 188.2 million people in the United States watched online videos. Video content is no longer just for funny pet tricks and embarrassing falls. Retailers are learning that videos are an ideal way to generate sales and turn customers into brand advocates. For example, online housewares store Stacks and Stacks found that customers were 144 percent more likely to buy an item if they had viewed a video about it. With close to 55 percent growth in 2012, video is the fastest growing advertisement tool online. While the ideal product video is no more than 30 seconds long, it should also be engaging enough for consumers to share.

Of course, video content production can be as expensive or cheap as you want it to be. You can either hire another company to create something for you, or you can pick up your iPhone and use your computer’s editing software. (more…)

Your “About Us” landing page isn’t just an opportunity to introduce your business to potential clients – it’s a place to ask for the sale and so much more. Think of your “About Us” page as tool in your ROI arsenal.

If your “About Us” page contains basic information – or worse, is blank – then read on to learn how to transform your “About Us” page into a sales opportunity.

Creating an “About Us” Page

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Image via Flickr by EpicFireworks

A surprising number of companies don’t have a true “About Us” page. And no, a “Mission Statement” or “Company History” page doesn’t count. Creating a real “About Us” page is the first step to transforming your landing page into a sales opportunity. Search engines typically crawl for “About Us” pages and display them as part of your web results beneath your homepage. Potential customers use it as a direct link to learn more about not only your culture, but your services.

Lack of an “About Us” page can be a deterrent for those who are likely already shopping around for similar services. If your company can’t send a concise message about your offerings via a branded landing page, then what’s to stop your potential customer from finding the answer in another company that does just that? (more…)

Offering a free trial is traditionally a great way for a company to get its digital foot in the door with potential customers; however, all too often, companies miss the mark when it comes to actually retaining clients. Conversions are key to your bottom line, but does your company know how to transition to sales?

How can you ensure your customers will stick around after they take a peek at your product? Read on for eight tips on retaining customers after the free trial.

1. Require a Credit Card

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Image via Flickr by Jorge Franganillo

Some users are lazy in cancelling a trial membership that automatically converts to paid, but that isn’t why you should require a credit card. The revenue you’ll receive from this stream is little at best and the numbers will hardly reflect your actual user-base. In fact, that’s the point of requiring a credit card. You want real users with real money to take a stab at your service – a credit card number is typically verifiable, which means your free-trial sign ups will be easier to track and analyze.

Actionable Tip: Pair an automatically converting membership with a clear money back guarantee. Make it easy for users to follow through and get their money back if, for instance, they continue on for one month paid, but still decide your service isn’t right. (more…)

The world of social media is heavily populated and still growing. With contenders ranging from the well-established behemoths to the promising newcomers, picking the right site for your business is tricky. Signing up for all of them is overkill, so you need to narrow down your options and focus on the few that best suit you and your landing page.

Facebook

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Image via Flickr by Sean MacEntee

With 1.23 billion monthly active users, Facebook is king in the world of social media. If you’re going to choose just one site for your social presence, this is a solid pick. Your landing page should invite visitors to like your Facebook page so you can get your posts into their regular feed. Individual stories featured on your home page will also gain weight with a like button that allows users to share that particular piece. Pair your Facebook presence with one or two other sites for a well-rounded approach to social media marketing. (more…)

As marketing success continues to grow dependent on a digital track, truly understanding pay-per-click (PPC) makes a big difference in your business’s ad profits. When correctly managed, almost any company reaps the benefits from PPC optimization. To get the most from your PPC campaign, consider these optimization strategies:

Keyword Bidding

AdWord keyword evaluation
Image via Flickr by oh.tinkerer

Using broad batch matching in a campaign tends to trigger ads for unwanted search queries. To uncover what exact search words or queries bring up your ad, whether by time period, by campaign, or by group, go to the Search Terms under Dimensions (in Google AdWords). Since exact match bidding presents large limitations, instead opt for exact match with modified batch bidding which adds a “+” in front of the keywords. This allows you to detach from phrases that deliver the wrong message in connection to your brand, but still enables longer search entries to pop the ad. Furthermore, this method facilitates negative keyword research. (more…)

Trying to keep your audience’s attention can feel like trying to herd cats. There are a lot of distractions to compete with, and they can keep your visitors from doing what you’ve set out to accomplish on your landing page. Fortunately, there are a few tried and true ways to not only keep all eyes on you, but also convey the message you’re looking to share.

Do Give Your Audience Something For Free


Image via Flickr by randomduck

This may be a difficult pill to swallow, but it’s a powerful tactic. What and how much you give away is your decision, but if your audience doesn’t know what they’re getting in to, they probably won’t be willing to stick around and gather more information, or more importantly, they probably won’t be willing to purchase anything. (more…)

As 2014 comes into full swing, it’s important to take a look at the marketing trends that come with it. To effectively make money on your website, or hit the number of visitors you want, you need to attract people to your site. The best way to do so is to pay attention to emerging and effective marketing trends and techniques that you can use to optimize your landing page.

1. Expansion of Content Marketing


Image via Flickr by P4BLoX

Over the last year, content marketing has become a buzzword in the industry. It’s just going to get bigger in 2014. This is due to a number of reasons. First, people enjoy reading interesting article and information. Having good, relevant content that isn’t simply full of keywords helps keep people on your site. You’re also able to link back to your site with content marketing such as guest blog posts. As long as your content is solid and informative, make sure that you continue using content marketing as one of your main techniques. (more…)