According to a recent Google study in partnership with Nielsen, three out of four mobile searches trigger follow up actions. These could be actions such as further research, a store visit, phone call, purchase or word-of-mouth sharing. On average, mobile search will trigger at least two follow up actions.
77% of mobile searches occur at home or at work, while 17% are on the go. Shopping queries are twice as likely to occur in store.
Taking these statistics into consideration, it is important to be aware of the impact of mobile search to your business. 55% of conversions such as a store visit, phone call or purchase happen within an hour, so the information and usability you provide mobile users is extremely valuable.
With these statistics in mind, your mobile site usability is incredibly important. Customers need to be able to find the information they need quickly and easily on a smartphone so they are aware if you supply what they need.
By making sure you have a mobile website or a website compatible with mobiles you have a hugely beneficial advantage when it comes to converting searches and website visits into conversions and sales.
You also need to think about integrating mobile search into your PPC and natural SEO campaigns, so you are visible to mobile searchers. The recent launch of Google’s Advanced Campaigns allows for advertisers to focus campaigns depending on the device and locations of potential customers – meaning that you could focus your mobile search campaigns on the most valuable customers.
Mobile search is now more important than ever, and it is becoming increasingly vital to make sure you’re website is integrate.