M-commerce – Maximize Mobile Sales Online

M-commerce is taking up a progressively larger slice of the online retail space. One out of four people now own a smartphone worldwide (much higher rate in developed countries), and 55% of all time spent on retail sites takes place on a mobile device. Mobile device penetration is on the rise and your site needs to be ready to take advantage of this new opportunity.

M-commerce is taking up a progressively larger slice of the online retail space.

Who Uses M-commerce?

There is a couple of customer groups driving the most growth in smartphone use for mobile transactions. If you are an entrepreneur, you should understand who these groups are, what their mobile usage and activity are like, and how you can best deliver your service to drive sales. When it comes to finding customers in mobile commerce, remember the Three M’s: moms, millennials, and multinationals.

  • Mom’s. Mom’s account for more than 70% of annual household spending in the USA. 89% of moms report having their smartphone within arm’s length always or most of the time. This opportunity is dynamite for any online retailer. Mothers tend to be in a rush constantly, so whether your company is selling a product or a service, try to make the user buying experience as simple and straightforward as possible.
  • Millennials. 81% of 18 – 34 year-olds own a smart device of some kind, and according to the National Center for Biotechnology Information, average attention span dropped 33 percent in the last decade from 12 seconds in 2000 to 8 seconds in 2013. Grab their attention quick with an efficient site that works well on mobile devices, and you are in a better position to make that sale.
  • Multinationals. We say multinationals, but we don’t mean businesses. We refer to multinational M-commerce as commerce on mobile devices by individuals living all over the world, not just the USA. Developing and maturing countries are a prime target, as there is a much lower installed base of PC users. More people get online via mobile device than any other method.

Mobile Users Demand More

Mobile users are demanding and won’t make allowances for degraded performance simply ‘because it’s on mobile’:

  • 85% of users expect pages to load on mobile as fast as or faster than they load on a desktop.
  • 83% expect pages to load in 4 seconds or less on mobile while 47% expect them to load in half that time.

To ensure that your visitors stay, a site must be fast, reliable and useful. To ensure they convert, it must be possible to quickly find what’s important, and purchase with minimal touch points. There are two reverse trends happening in mobile web right now – pages are getting heavier, with larger images and more content – and users are requiring faster delivery. Finding the correct balance is tricky, but very important.

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Big companies get punished by Google’s latest search algorithm update #Mobilegeddon

A number of the world’s biggest brands are about to be punished by Google’s latest update to its search results algorithm — unless they quickly make their sites more mobile-friendly. The consequences for failing to get with Google’s program are real: In the last update, eBay lost 80% of its prime rankings. Back in July 2014, Baird Equity analyst Colin Sebastian said in a note to investors that changes at Google may have cost eBay around 5 percentage points of growth off its gross merchandise volume.

Google announced in February it is making changes to its mobile search algorithm to give “mobile-friendly” sites — those with large text, easy-to-click links, or those with responsive design (which means webpages uses the same URL whether they are on desktop or mobile, but “respond” according to the screen size of the device) — higher rankings in search results.

Research from mobile marketing company Somo, found brands set to be punished under the new update, which becomes effective on April 21, include:

  • The official website of the British Monarchy
  • David Beckham’s official site
  • MI5
  • The official website for the European Union
  • The Scottish National Party
  • Nintendo
  • Windows Phone
  • Versace
  • Next
  • American Apparel
  • Ryanair
  • Channel 4
  • Kellogg’s UK
  • Dyson
  • P&O Cruises
  • Clairol UK
  • Cotton Traders
  • Danone
  • Legal and General
  • The Daily Mail

Websites affected are not just limited to this list.

Somo checked the brands highlighted by the Internet Advertising Bureau UK’s recently published “Top 250 Mobile Audit” report as still struggling to get to grips with mobile, as well as other high profile names like the official David Beckham site and the official website of the British Monarchy. Somo used Google’s own “Mobile-Friendly Test” to carry out the research (you can check your own site on it too.)

Here’s what happens when you test MailOnline.com, for example:

mobile-friendly-test

MailOnline does have an app, which the site points users towards, but nevertheless, it is not deemed mobile-friendly by Google.

Maria Mitsotergiou, Somo’s head of search, said: “Google’s upcoming ‘mobile friendly’ algorithm update — the so-called ‘Mobilegeddon’ — is another indication of how important mobile search is and will be this year. We regularly see organic search becoming an increasingly important factor for paid search success. The incorporation of ‘mobile friendliness’ as a ranking signal for websites will separate companies proactively opting-into mobile versus those that cannot see the benefit and power of their mobile presence on search engine results pages (SERPs.) This in turn will only benefit the synergy of organic and paid search efforts by providing the right results in the right place and at the right time.”

The impact of Google’s mobile-friendly algorithm is predicted to be huge. Search Engine Land reported Google’s Zineb Ait Bahajji, who works in the Webmaster Trends team, said it will have more of an impact on Google’s search results than the previous Google Panda update and the Google Penguin update.

While Google wouldn’t give a percentage for sites and search affected, the company says about 50% of searches are carried out on mobile devices.

And that number is only likely to grow as mobile penetration increases across the globe.

 

Solution

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Mobile Web Design May Attract More Customers to Your Business

more-sales-revenueWhen it comes to attracting more customers to your business, it is vital that you make yourself as accessible as possible. In this increasingly tech savvy world, this inevitably means building a mobile website that allows prospective clients to get the information they need, whenever necessary and in a way that enables easy navigation.

You may find that hiring a mobile advertising company is the best way to meet customers where they are. But why is mobile website software so effective?

Among other mobile website design tips, developing an app can make all the difference between a user deciding to patronize your business and simply glossing over your content in favor of another company whose content is more readily attainable. Rather than having to type in an entire web address on their mobile devices, users can get the information they need with a single tap of the screen.

If you do team with a mobile advertising agency to create an app, you will want to make sure it is highly developed, with all of the basic capabilities and features of the regular website. Mobile users may have little patience for an app that has very little actual functionality.

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