Now that the age of Mobile is truly upon us & fast becoming THE number one device to think about when devising not a mobile strategy, but a multi-screen strategy, here are some considerations worth bearing in mind, extracted from Google’s Ready To Rock mobile event held in May 2015…
75% of purchases start on mobile and end somewhere else – a stat we must embrace as an industry.
Mobile has impacted desktop behaviour – pre-conversion activity occurs on other devices i.e. not on desktop, thus consumers are increasingly completing a transaction on desktop having perhaps researched on mobile/tablet.
Some interesting metrics to hone in on, in order to illustrate the above shifts in behaviour, are:
1) Percentage of desktop conversions by new users increasing (more people arrive on desktop to convert directly after having researched on another device)
2) Avg pageviews/time on site for desktop converters is decreasing (as people come ready to buy)
Conversion rates by device, in silo, are becoming less useful: it’s more beneficial to consider Multi-device conversion rate (not currently available as a metric in Adwords/GA):
Multi-device conversion rate = conversion rate % in one device / visits from all devices
This gives a more accurate view; year on year trends generally are:
1) Visits, transactions, conversion rates increasing on mobile
2) Visits decreasing on desktop, transactions may be marginally up/down or flat, whilst conversion rate seemingly improving due to more prospecting on other devices & desktop used to convert
Boosting mobile spend & inherently CPA drives more traffic, which in turn converts on both smartphones & other devices (increasing CPA on mobile should be negated by lowering CPAs on desktop/tablet).
All this places extra onus on mobile-optimised sites – pumping investment into mobile on clunky sites may be more detrimental if a user experiences slow loading times & confused navigation – it is highly unlikely they’ll be back to convert on desktop. Mobile sites that are poor, or non-existent, may mean not being able to capitalise on these “micro moments”.
In summary, it is essential that your business/service/offering is found at these “micro moments” where users are searching on mobile (2015 Google’s new buzzword, a natural evolution of ZMOT). A football-fan-friendly analogy would be that Desktop is Messi, scoring all the goals, but the “micro moments” belong to Iniesta & Xavi (mobiles/smartphones), assisting all those conversions. Without the assists, Messi’s goal tally simply wouldn’t hit the same heights. Show some love to the supporting cast, and it will pay dividends.
David Walby, Search Director
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