Mobility is one of the most rapidly developing trends in internet marketing during 2015-2016, which has brought numerous changes to the lives of both website owners and their users.
User behavior has undergone significant changes due to the increased accessibility of the internet from mobile devices. As a result, many analytics metrics, communication rules with users, interaction tracking tools, and other crucial aspects for online sales have shifted. Let's discuss these changes now.
➊ Time spent on websites has decreased by 10-20% (many users often visit from mobile devices with the intention to call a company, compare prices, check locations, verify product availability, etc. Consequently, you may see an increase in "empty visits").
➋ The frequency of visits and communication with the site has increased. Websites can now be accessed while on the go, at the hairdresser's, in traffic jams, at bus stops, and so on.
➌ Desktop conversion rates have decreased, as some sales that used to occur on desktops (laptops and stationary PCs) have shifted to tablets and smartphones.
➍ User reaction to non-optimized sites – 76% of mobile users leave a website if it is not optimized or user-friendly. This is why you should consider the adaptability or mobile version of your website.
➎ Time to purchase has increased for expensive items, as users can now revisit products, check availability, and track price changes more frequently. For cheaper products, the time has significantly decreased, as it has become very convenient to make a purchase in just three clicks while on the go or lying in bed.
➏ Product segmentation by device. Hot sales, like towing services, food delivery, and taxi calls, are more frequently made from mobile devices. More expensive purchases that require comparative analysis and more thoughtful decisions are often made from laptops and desktops.
➐ Showrooming. 75% of offline store users analyze products on mobile devices before visiting the store. Therefore, if you don't have online conversions despite running ads, it's not necessarily the case that the ads are ineffective.
And most importantly! The share of mobile devices in Ukraine in 2016 accounted for 40-50%. Globally, this figure surpassed 50%, indicating that there is no turning back, and significant changes are ahead!
These are the main features. Each point has many more details. Everything is changing very dynamically and rapidly, to which search engines have reacted instantly:
- In the field of SEO optimization, a new Mobile Friendly algorithm has been introduced - adaptive websites rank better than non-adaptive ones on mobile devices.
- In the area of contextual advertising, Google Ads have introduced new ad formats for mobile devices.
- Google changed the search results by removing the right ad block and placing four ads at the top, significantly increasing the effectiveness of contextual advertising when managed correctly.
- In the area of website analytics, statistics tracking has been divided into three categories: desktops, tablets, and smartphones. Now there is a separate understanding of conversion, behavioral characteristics, indexing, and many other metrics.
Changes occur weekly, sometimes even daily. Our task is to catch these trends, implement them in reality, and convey them to you so that you can stay ahead of the market and competitors, gain additional sales, and grow your business.
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