How do you access the internet? I am guessing you have more ways than one? Via PC, laptop, tablet or phone? In 2014, research showed that there are more mobile devices in use than the world’s population - that’s over 7.4 billion!

The World Wide Web was once surfed from the PC screen alone and a landline connection but it is now more frequently accessed by mobile phones via wifi. Of the 7.4 billion mobile connections to the web 74 million are from tablets like iPads, Hudls and Kindle Fires.

It is estimated that by the end of 2017 mobile purchases will make up nearly a quarter of all transactions via the internet.

How can you harness the move towards mobile ecommerce? Here are some helpful tips to get you started:

1. Add a click to call button

When viewing website pages on your mobile you have a limited screen space. You tap, swipe or zoom looking for instant answers to enquires. More in depth research is usually conducted on a laptop or PC.

So with these restrictions in mind, users are looking for the easy option on a mobile device so add a click to call button to allow the user to call you directly with their questions. It moves the prospect along the sales funnel instantly and into faster decision making. In 2013 Google found that 70% of mobile searches used click to call direct from their search results.

2. Make each click unique

You add the click to call button and start to get more calls but can you track them? Can you say for certain clicks and visits are coming from your Google Ad or perhaps from a particular keyword search? What is the quality of the calls and are they converting to sales? If you do not know the answers to these questions then call tracking software could prove the answer.

With call tracking software you can identify a customer’s trail to your website and also their position in the sales funnel. Most call tracking software systems will assign a unique telephone number to the landing pages unique to each click. You can even assign unique click to call numbers for all your leads, from social media adverts, keyword searches and literature.

Using this software you can not only identify the lead's position in the sales funnel, but also you can see where the most profitable leads arise from. It may be that most leads come from Google searches for certain phrases. Software provided by companies like Mediahawk will be able to give you a complete view of what marketing is and isn’t generating leads and conversions.

3. Turn your keywords into ‘conversion drivers’

Conversion drivers are described as the keywords that a user will input into search engines to arrive at your website. You can find the highest and lowest ‘conversion drivers’ by tracking your marketing using call tracking software.

Google Analytics will tell you what keywords push traffic to your website but it cannot show how much of that traffic converts like call tracking can.

Users who do not immediately click on your click-to-call ad extension will likely land on your site first to perform research. This is when you can identify the keywords most profitable at getting traffic to your page. If you are seeing a lot of clicks from one keyword but low conversions or calls then it may be the choice of keyword is the wrong fit for your on page content, product or service. Other keywords or phrases my yield better results therefore budget would be better used on them in your SEO marketing plans.

Here is an example of a keyword choice yielding the wrong type of traffic and pushing dead end leads to your site. The engineering company “Abba Ball Bearings” make steel ball bearings for complex machines. If they choose to use the word ‘Abba’ as a key driver to their website the majority of that traffic is searching for the 1970’s disco band not machine parts. A more targeted approach would be the search term ‘mechanical ball bearings’ something that will yield more profitable results when people find the page.

Mobile marketing is becoming an integral part of the mix. As well as looking at how your audience reach your website also look at when, where and how. Is your website mobile optimised? Is it easy to read on a smartphone? When users log on to your site via mobile are they wanting directions or product information or simply contact info? Tailor your mobile site your customers just as you do your standard full website.

 

By Gina Hutchings, Marketing at Receptional Ltd. 

 

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus