For several years, every digital marketing agency in Canada has worked tirelessly to ensure their clients are prepared for the rise of the mobile-first online ecosystem. Today, mobile internet usage has long surpassed fixed access, and consumers perform most searches on mobile devices; however, they tend to complete online purchases on home computers.
Conventional wisdom, according to Marketing Land, says that ‘the main reason smartphone commerce lags the desktop is friction at the bottom of the funnel.’ In other words, customers are put off by the process of finalizing transactions on their mobile devices. But new data accumulated by Qubit suggests an alternative theory: that customers are having trouble finding the products they want to purchase.
Qubit’s findings relied on data mined from more than a billion customer interactions and a survey of more than 4,000 people in the United States and Europe. Its report states that more than 40 per cent of survey respondents said they would complete more purchases on their phone if ‘the browsing experience was faster or easier,’ or if ‘it was easier to find exactly what I want.’ It also found that “as many as 1 in 3 computer transactions are directly influenced by a prior mobile discovery journey.”
“The report’s central argument,” writes Marketing Land’s Greg Sterling, “is that retailers would sell more if mobile browsing and product discovery were easier on smartphones.”
Through a combination of paid search, SEO, display advertising, and social media marketing approaches, an experienced digital marketing agency can help brands improve their visibility for mobile searches and ensure smooth, intuitive experiences on brands’ mobile websites. Together, these initiatives will guide users towards conversions on mobile devices, rather than pushing them away.
As a Premier Google Partner All-Star digital marketing agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media helps clients adapt to an increasingly mobile online ecosystem.