Mobile Updates on How To Keep Your Website Connecting & Converting with Your Customer
By Kimberly McCormick, Bayshore Solutions Director of Corporate Marketing (screenshots are from the live Google event).
As a Google Premier Partner Agency, Bayshore Solutions, was pleased to host the Google Partners Connect event in our Tampa and Denver offices on Wednesday.
Guests first got to meet and speak directly with our dedicated Google Agency Development Manager and learn about the kinds of opportunities businesses have by working with a Google Partner agency, such as access to beta programs, like Google Extended Text Ads that are currently delivering exciting results for Bayshore clients. Conversation and question topics ranged from Google resources to help get started understanding digital marketing to emerging trends in wearables, the R&D role that Google contributes, and what marketers can look forward to now and in the future.
Next, the direct-from-Google in Mountain View, California livestream broadcast began. As most marketers know, Google is a powerhouse of data on marketing in the digital realm, and this event offered a wealth of new Google research and findings providing insight into the trends, opportunities, and changes in the digital landscape – and what businesses need to be doing about it. We first heard from Google’s Director of Performance Agencies, Tim Reis on…
The Mobilization of Today’s Consumers
Some interesting facts Tim shared around our mobile behaviors include:
- It takes an average of 26 Hours for a person to report a lost wallet – but only 68 minutes to report the loss of their smartphone
- 46% of people would rather go without their toothbrush for a week than their phone
- Mobile media consumption is now equal to internet, and is the only growing media consumption channel – taking away from other media formats (radio, TV, print…)
- People refer to their mobile Devices on average 150 times per day
- Mobile is the fastest adopted product in human history – and is proceeding at an exponential rate
The point is: We live online, our devices are personal and important to us, and mobile is now a part of people’s lives – increasingly even from infancy)
Consumer desires (to be entertained, get information, explore and buy) have not changed. The use of mobile technology in the research and resolution to those desires is now an integral part of consumer life. So the effectiveness of mainstream marketing messages is quickly diminishing.
Mobile marketing strategies – when done correctly – offer great opportunity for businesses. Correct marketing strategies reduce Friction in the customer’s experience.
The essence of successful mobile-age strategy is in understanding and leveraging your customers’ “Micro Moments” – what Google defines as where customer intent, context and immediacy combine. This micro-moment is that “right time and right place” for your “right message” – and it works very differently in a mobile world.
Google offers this Micro-Moments Checklist of four recommendations for what businesses can do to optimize their mobile strategies:
- Be There – You must be there when the customer is asking the question (at their micro moment). If you aren’t there to answer, you have zero opportunity to engage that consumer.
- Be Useful – Provide useful information because your presence needs to remove friction for the customer in getting to what they want or need. If it doesn’t they will look elsewhere – fast.
- Be Quick – Consumers have come to expect immediate results. It is expected that a website will load in under 3 seconds and that the path people take to convert will be seamless and thoughtful.
- Connect the Dots – Multi-touch point and multi device format attribution is a fact of the customer journey. Marketers need to better understand this and factor it into their strategy, channel, and messaging decisions.
Google Partner Agencies have expertise in helping businesses through this checklist to build the most effective marketing strategies.
So How Do Businesses Get From Capturing Moments of Intent to Customer Action?
Google’s Mobile Site Transformer, David Chung, explored the path, and how easy, or frictionless, it is to get a user from intent to action. The critical link in this path is defined as the customer’s experience, what the web world refers to as UX, or user experience.
David discussed 2 key areas for business websites to focus on that will make or break the pivotal user experience of your brand: Speed and Design & Functionality.
Google data – and a live comparative demonstration – was presented that illustrated how site speed is actually one of the most visible feature of a website. Some of these stats include:
- The most disliked part of mobile device browsing reported by people is “waiting for slow pages to load.”
- People expect websites to load in no more than 3 seconds, but most sites take 6 to 10 seconds. This is a growing problem for UX and customer acquisition.
- 38% of smartphone users admit to extreme emotional actions (screaming, cursing, throwing) when pages take too long to load.
- Just a 1 second delay in load time negatively affects business metrics like bounce, conversion rates, and cart size.
- Just a 1 second improvement in load time can increase conversion rates up to 27%.
- Businesses with better mobile sites have up to 140% higher conversion rates.
So since Speed = Revenue, Google suggests three free tools to assess your site speed and take measures to improve it:
Design & Functionality
It is increasingly important to craft your website, the experience of your brand online, for “how it makes you feel.” Easy and intuitive mobile interfaces are currently commonplace for simple tasks (texting, checking email, a Facebook feed, etc.). So customers are expecting this “feel” to translate to the brands that catch their attention when they are looking to solve a want or need.
Mobile optimization applies design and functionality that removes friction points for users on mobile devices.
Current Google data identifies 25 specific factors that roll up into 5 key design areas that make most users “feel good “ about a website:
- Homepage and Site Navigation – how this works
- Site Search – the way this works on your site
- Ability to Convert – to easily check out
- Form Entry – how users interact with different forms in CTA and check-out processes
- Usability and form factor of the site
All of these can be put together to remove friction for your website visitors.
Some specific Friction-reducing examples include:
- Enabling 1-click functionality
- Reduce the number of taps required in order to complete a purchase/download
- Using GPS capability to offer nearby location information
- Use past browsing behavior to deliver customized experiences
Google recommends these 3 Steps to get started creating the best user experience for your website:
- Audit your website – discover the areas for improvements
- Work with your digital partner to pick a few areas to test
- Implement, test, and repeat
To get a comprehensive audit, Google offers the free TestMySite tool at: TestMySite.ThinkwithGoogle.com
For the rest, get with your Google Partner Agency to develop – and keep delivering – the best user experience that in turn delivers business results.