There is no doubt that we’re deep into a mobile revolution. Average Joe’s are walking around with powerful computers in their pockets. They may call them phones, but these devices are much more complex and versatile pieces of technology. Much of the world’s web browsing now happens from these devices.
On the other hand, while many businesses have embraced the need to invest into making their website more mobile friendly, others have looked at conversion rates of traffic into leads or sales, and lost some interest in focusing on mobile visitors.
Thanks to Google AdWords, we now have new data to help redefine the linear thinking that some website owners had been boxed in with. There had been a general hypothesis that we had in many cases been applying in the industry, that many website visitors on mobile devices were researching, and if their research went well, they may come back later on a desktop or other device to complete their purchase. In most cases, this was simply conjecture based upon what we observed people around us doing. In October, Google officially enabled reporting for pretty robust cross-device conversions.
In essence, Google AdWords can now track website visits across desktops, laptops, tablets, smartphones, and any other web browsers. If a user is logged into their Google account on multiple devices, which many are, they can connect the dots of someone visiting a website on their phone, and coming back on their desktop device to later complete a purchase, or taking another measureable action. Since not every website visitor will be logged into a Google account, the available data is then extrapolated, taking averages from the available data, and giving you a better overall picture of actual cross-device sales.
With this data, eCommerce store owners can better understand the value of mobile website visitors, and choose to allocate resources accordingly. For instance, they may want to make sure that their site is mobile responsive, or that they have a separate mobile version of their website. They may want to do more to increase loading speeds, since mobile traffic is often relegated to slower loading speeds, such as 3G cell phone networks. They may even want to add features to make checkout faster and easier for mobile shoppers.
While we can now use general industry data as a benchmark for this, we can also look at more specific results on a client-by-client basis via Google AdWords. While AdWords is a paid advertising service, it’s highly trackable, and can lead to some very cost-effective sales, including through Google Shopping, and Remarketing (showing banners to people that have visited your website, and not converted into a lead or sale).
These developments reinforce the need to use real trends and data when planning out your website design, development, and marketing budgeting, including in comparison to any brick-and-mortar marketing expenditures. When in doubt, don’t be afraid to call in an internet marketing agency to help, whether with consulting, or actually helping with your marketing or web development. Sometimes another set of well-trained eyes can lead to huge improvements in your bottom line.
– Robert Rand