The proof is in, that those who use their mobile devices while they perform some type of search, are the most ready to buy as you can find. What they’re doing is taking direct action from the local mobile search engine result pages, this by making in-store visits, or by immediately calling these businesses near them to get more information.
But the majority of the physical street retailers along with the local merchants and services providers, are continuing to miss out on these search opportunities from the mobile users ready to convert.
What they’re not doing is properly tracking the source of their inbound calls, for instance. This is a mistake since it’s been proven that adding just a phone number to a paid mobile search ad campaign, can increase click-through rates by close to 8% percent.
Optimizing Returns
What doing so provides is the data to optimize the mobile marketing process, this by increasing the spending on the advertising channels which are working, while decreasing the spending on the efforts which are not, while deciding on which CTAs work the best.
What’s known is that the average mobile user will spend up to 160 minutes a day looking at their mobile screens, which gives marketers plenty of time and opportunity to increase their brand awareness and reach, including engagement and ultimately conversions.
The percentage of mobile users are increasing exponentially, while the rate of searches that are taking place on desktop computers continues to decline. What mobile optimized marketing as a result, does is it delivers more value for advertisers.
Businesses that are taking advantage of the link that’s available from these smartphones to active customer conversations, are those who are seeing their revenue growing rapidly, this because of the increased usage of mobile devices.
Boosting Higher Conversions
To get higher conversion rates, what the advertiser needs is to concisely track what increases their traffic and conversions for their business.
They should be using all of the available data to answer these questions, such as how the customer who just purchased, found them.
Find which keywords they used when searching, what landing page they landed on, and the path or clicks they took to convert. Split testing is an extremely effective method to retrieve the data which is needed to get these questions answered.
So create several versions of a landing page and then funnel a certain percentage of visitors through each of them, this to find out which triggers are the most effective for the users.
Once you know which of the landing pages work the best, and where the sales are coming from, then backtrack to find out exactly where you lost your customer in the sales conversion funnel, and then make improvements to them.
Then by rooting the marketing along with the design practices in the data, it becomes possible to refine and tweak the copy, which should then convert a bigger portion of your mobile visitors into customers.
A Better Strategy To Convert
What needs to be considered when determining whether the mobile search is converting, is understanding their overall search strategy. What online marketers need is to target the right keywords which attracts their buying customers attention the most.
They can do so by making sure that different variations of similar key phrases are included, as well as using Google’s AdWord geographic targeting.
What this does is controls costs, while being able to focus on sales which are in the exact proximity of the business that’s being advertised.
When bidding on the targeted keywords, this within a specific area, brands should be considering raising their mobile bid modifier, this to increase the odds that their ads will be visible on the targeted smartphones.
Since the mobile search results contain less ad space than the larger desktops, it becomes necessary to bid aggressively for this limited space allowed, this to increase mobile traffic which increases in-store visits or phone calls.
Click-To-Call
It becomes important to prompt the mobile users that the devices they’re using to view their ads and sites, are actually smartphones.
Using click-to-call links is one way. They are extremely effective calls-to-action (CTAs) methods which will instantly connect prospects to their businesses.
To drive forward this call traffic higher, while opening up the opportunity for increased over-the-phone sales, what the advertisers needs is to fully optimize their click-to-call CTAs.
They also need to improve their ad placement on the web pages, this by making sure that they’re highly visible on the mobile screen.
What tracking data shows is that this strategy works, since close to 50% percent of mobile searchers consider doing so important when calling a business, or when they’re ready to make an online purchase. Consumers just love the opportunity to connect.
When Call Analytics Become Critical
When attempting to target smartphone users, tracking inbound calls becomes imperative. This is similar to measuring online conversions.
This is where call analytics enables the advertiser to measure exactly what influences the callers to pick up their phone and dial, or how they discovered their site.
What the call tracking platform does is they’ll precisely define exactly where the leads are coming from, which includes the adverting platform, banner ads, click-to-call CTAs, organic search, along with any other online or offline campaigns.
Compounding Proof For Mobile
It’s estimated that over one-quarter of all overall search queries online are now from mobile devices. Close to three-quarters of these mobile searches results in some type of further action taken, such as a purchase.
It could also be a conversion, such as calling a business for more information, or physically visiting a store. Over one-half of these conversions occurred within the first hour of the initial search.