The latest Merkle|RKG Digital Marketing Report reveals that over 40% of search clicks were from mobile devices in Q4 of 2014. However, the revenue per click (RPC) of tablets was just 76% that of desktop, while smartphone RPC was just 33%. In this video, we walk you through some of the reasons why fewer mobile visitors convert, and provide you with five tips to increase mobile conversions and get more out of your mobile users.
If you haven't yet viewed our Q4 2014 mobile data for both paid and organic search, you can download our latest Digital Marketing Report.
Download the Q4 2014 Digital Marketing Report
Laura Scott: Welcome back to the blog. While many sites are seeing more mobile visitors, these users often convert at lower rates. Today I'm going to talk about five tips for increasing conversion from these visitors.
Our most recent DMR reported increases in mobile visitors from both paid search and SEO. Phones and tablets combined to produce 39% of paid search clicks in Q4, up from 33% last year, and over 42% of organic visits are coming from mobile visitors, up from 31% last year. So how can we drive more sales and leads and bookings from this growing group of searchers?
Tip number one, a great site search is key. Mobile searchers often have more immediate intent than desktop searchers. They're often looking for something specific when they open up their browser on their mobile phones. Site search is a one-stop shop for motivated searchers on any device. Make sure your site search field is easy to find and its results are extremely targeted.
Tip number two, show shoppers what they're looking for. Offering searchers too many options can actually stop them from converting. Don't force visitors to weed through irrelevant options, offers, and upsells to find the product they know they want.
Tip number three, remove unnecessary steps to conversion. Extra pages and unnecessary fields are distracting to users, especially on their mobile devices, and they can stop a visitor from converting. One example of this might be forcing your users to create an account before they check out. Allow them to check out as a guest so that they can give you only the information you absolutely need to allow them to check out.
Tip number four, encourage users to convert on different devices. Many users move between devices during the purchase process. Make it easy for them to pick up where they left off on another device. This can mean giving them the option to e-mail their cart to themselves or allowing them to put alerts on their favorite flight routes, for example.
And tip number five, take a hint from your current mobile visitors' behavior. Check out your analytics to discover which pages your mobile visitors bounce off of in the highest rates. Conversion rates can also be really different between mobile and desktop users. Pay attention specifically to how your mobile visitors are moving through your site to optimize their path to conversion.
Thanks for joining me on the blog and make sure to download our most recent Q4 2014 DMR for other great insights like these.