It’s a cliché by now, but mobile is huge. If you’re not optimised for mobile, you risk missing out. With only 26% of people now going online on their desktop computer more than their smartphone, mobile underpins the entire customer journey.
However, mobile interacts with the customer journey in different stages. In the same survey, conducted by Google, 81% of respondents claimed they would use a computer to make their purchase. This highlights the need to understand the typical journey and the influence mobile can have on a purchase, regardless of the final device or final physical location of purchase.
Optimising your Mobile Experience for Lead Generation
Mobile plays a critical part in nurturing potential leads and new customers for your business.
At the start of the customer journey, customers tend to be looking for ideas and inspiration, often while they are out and about. Think about those spare few minutes you have while waiting for a friend, travelling, multi-screening while watching TV; how often have you started searching for browsing online, just out of curiosity? These are known as “Micro Moments”, a term we have shared our insight on previously.
Imagine we have a customer, Dan. He’s been suffering from a bad back recently, and while travelling on a train, looks down at his trainers and wonders if that’s why his back is hurting. Or could it be his running style? Alternatively, perhaps it’s due to his desk chair in his home office? Maybe he just needs to improve his posture? Or look into physiotherapy? He picks up his smartphone and starts searching for the answers.
If you were a footwear retailer, how can you pre-empt this customer’s intent? The answer is by understanding these kinds of triggers, or ‘motive development’ and how the customer will progress through the customer journey.
Increasingly, it can often be too late for your brand to establish a relationship with a customer if you weren’t there when they wanted information about their problem. Dan might have gone down the route of physiotherapy, when your trainers could have helped him.
So what can you do instead? You need to understand what information means the most to users early on in their customer journey, and make sure that you deliver it. In the clothing and footwear sector, for example, nearly half (44%) of respondents in Google’s survey did their research mainly on smartphone. A huge 47% of these said that they watched video on their device about the products they buy.
A good place to start is your Google Analytics data. Identify the key landing pages that are currently receiving the most mobile new visits, but don’t currently convert well. Put yourself in the shoes of your customer. What do they want? To search for a type of product or service you may offer? To find out more about a problem you might be able to solve for them? Put that first on your page.
If you were the footwear brand, you might have had a landing page for Dan on common back pain causes, or you might have had a video on the page to show him what signs of trainer wear and tear to look out for. Your call to action might be to invite him to come in-store to have his trainers assessed, and even provide a discount off a new pair.
The three golden rules for generating a potentially successful lead for your business through mobile are:
- Be present. Appear in the most relevant spaces for your products
- Be useful. Don’t just serve products and prices, give information to build a relationship and help the decision making process
- Be quick. Lightning-fast loading speeds and user journeys to get them where they want to be, fast
Using Mobile Across the Customer Journey
Our experts from our Paid Marketing and Content teams have advised on how each of their services can influence the mobile customer journey.
The first stage of the customer journey is often the hardest stage to influence, where a user is either aware of a problem (but not how to solve it) is inspired by something they feel or have seen.
PAID: With Google Display Ads and Social Media Ads, we can target people with ideal customer habits, such as certain demographics, specific household incomes, or interests that coincide with a client’s products. While people are browsing Facebook on their phones on the bus ride home, or spending their lunch break reading their favourite fashion blog, Paid marketing strategies mean that we can serve them tailored ads through these channels. This helps to make them aware of your brand and encourages them to click through to your product.
CONTENT: Inspirational, exciting and engaging written and visual content hosted on external sites through outreach helps to develop motive. Users are able to see the brand’s products and services, in a way that captures their attention and makes them take notice. Ensuring this content has been created with mobile in mind – image dimensions optimised, written content easily readable on mobile – will help to make the most of this opportunity.
At this stage in the journey, users are looking for a solution to a problem, or for information and inspiration about the options available to them. Users at this stage of the journey need as much relevant information as possible, delivered in a way that doesn’t overwhelm them.
61% of people are using a search engine weekly on their mobile phones
23% of people discovered relevant brands on their mobile phones*
PAID: This is the phase in the journey when audiences know vaguely what they want, but aren’t yet sure on specifics. With PPC, we need to ensure we are at the top of the search when they are in that research phase. Whether they are searching for ‘brown leather work bag’ or ‘family holidays to Cuba’, generic search terms allow your brand to position themselves at the top of the search page when this research is being conducted.
A well-rounded mobile PPC strategy is needed for all demographics – not just Gen Z and Millennials! According to Deloitte’s latest research, smartphone penetration among 55-75 year olds has increased by 42% over the last five years.
CONTENT: Create content around problems your products and services solve, with this content then hosted on your website. This content has the potential to capture long-tail searches, and helps you to position your business as a solution to that problem when users are searching from their mobile devices. Tools such as Answer the Public are a great indicator of what people are searching for around a particular topic or keyphrases, and are a handy tool in the arsenal when writing useful content for users in the Research stage.
Users at this stage are comparing their list of options against a range of criteria, perhaps seeking opinions or evidence of why they are making the right choice.
34% of people look for product information weekly on their mobile phones
32% of people compared products / prices/ features
PAID: Customers have done their research and are now weighing up your bag, and that Kate Spade leather bag. A Display mobile campaign can remind them of the bag they viewed at a later point, for example, while they are looking up recipes for tonight’s dinner. People are also looking for reassurance and trust signals that they’re making the right decision, so using a PPC campaign to show reviews of your bag will help to nurture this user towards a purchase.
CONTENT: Use content to clearly communicate the benefits of your products and services, therefore making evaluation and comparison easy for your users. Outreach tactics are also valuable here, getting your product out to influencers for reviews, thereby adding another trust signal around your brand. Ensuring this content is accessible via mobile is essential to nurture the customer at this stage.
At this point, users are making their final checks and decisions before purchase, wanting reassurance and transactions before making a final purchase or transaction.
10% of people used a smartphone to find out where to buy a product or its availability
14% of people researched products on their smartphones when in store
PAID: Now the user is at the selection stage of the customer journey, they are likely to be considering your brand and products. A top-notch PPC campaign, utilising mobile can help to promote your brand; when users type in ‘YOUR BRAND brown leather bag’ in Google, you need to make sure you are the first brand showing and are protected from competitors, when the user is ready to make their selection.
CONTENT: Useful, informative content is key when users reach the Selection stage of the customer journey. Copy should give users the reassurance they are looking for; this can be communicated through clear delivery information, for example, or a size guide, so users are confident that they are selecting the right product for them. By providing a high volume of clear, useful content, this will help your product stand out from the crowd.
This is the time when it is essential that you provide a smooth purchase process to your users; people are looking for reassurance, trust signals and a clear way to progress their purchase, without any issues or disruptions to the flow.
20% of people make purchases weekly on a mobile device
24% of people have prepared online for an immediate purchase offline
PAID: 62% of smartphone users in the US have made a purchase online using their mobile device in the last 6 months. When a user has made their decision, and types that product into Google, Paid ensures that your website is the first choice for them – and minimizes the risk of them purchasing from a reseller.
CONTENT: The purchase process needs to be made as clear, straightforward and easy for users as possible. By clearly directing users to the payment process, via clear instructions and eye-catching Purchase buttons, your audiences will be confident in their buying decision and presented with the information their need to continue.
Once payment has been made, users may need further reassurance that their payment has been made and their order is being processed. This is a further opportunity to re-market, or nurture repeat business
54% of people visit social networks weekly on their mobile device
15% of people shared purchase experience or posted a review online on their mobile device
PAID: Display and social remarketing can be used to promote to past customers, and even entice them back with sales and loyalty codes. This can be done all while they are doing their usual social scrolling on their mobile, making it easy for the user to click back and browse your products.
CONTENT: The Post-Purchase stage of the customer journey is all about encouraging customer loyalty. By sharing inspirational, useful content with your user – for example, through email marketing – about how they can best use their purchased product, or providing guidance on other products they may be interested in, they will be encouraged to return to your site. By developing this customer loyalty, you will ensure that each customer continues to move through the customer journey with ease, thereby generating higher conversions and sales.
*All subheading statistics taken from Google’s Connected Customer Survey 2017.