More and more consumers are turning to mobile throughout their buying journey — 75% of people say their mobile device helps them be more productive. Whether it's to research products and services or to find the nearest location of a brand, mobile internet usage has surpassed desktop.

Location-based mobile searches are proving to have better outcomes for brick-and-mortar stores, with almost 80% of shoppers going in-store when they have an item they want to purchase immediately. Presenting a valuable mobile experience — even for pure-play brick-and-mortar businesses — is vital in today’s world. Dedicating the same investment into their website as the physical store can make or break it for prospective consumers. 40% of consumers will be less likely to come back to the mobile or app if it doesn’t satisfy their needs and 28% will be less likely to purchase products from the brand in the future. Let’s take a look at 3 ways you can improve your mobile site experience for your prospective customers.

 

Create a seamless experience

Consumers value a seamless and consistent experience that is easy to use and makes it simple for them to find what they are looking for across all your channels — online and offline. Ask yourself, is it easy for users to navigate the mobile site? Mobile sites are expected to be responsive, regardless of the smartphone or tablet device being used. Consumers instantly notice when they are dealing with a desktop site on mobile. More than 50% of people say they look poorly on brands with sites that are not designed for mobile — and nearly 50% won’t even consider purchasing from a brand that has a poorly designed mobile site.

 

Evaluate your mobile site speed

Consumers are looking to find information, locate products and services, and even complete purchases on mobile, but they want to do so efficiently. Slow loading mobile pages are seen as a waste of time, and a one second delay can impact mobile conversions by up to 20% for retailers.

Consider the different aspects of your mobile site that can be optimized for mobile site speed, including resizing of images, leveraging browser caching, avoiding landing page redirects, and enabling compression. Test your mobile site speed using Google’s Speed Scorecard and compare your results with averages for your industry.

 

Provide useful information

Providing relevant and useful information when consumers need it can help you stand out from your competitors. 51% of smartphone users have purchased from a brand other than the one they intended to because the information provided was useful. Ask yourself, are you sharing the right product and service information online and is it easy to find?

With mobile search seeing an 85% growth in queries for “where to shop” and “where to buy” targeting location-based search queries can also help attain the attention of prospective customers. Create location-specific landing pages highlighting products and services offered while providing the address, opening hours and contact information for the specific store location. Furthermore, integrate a local search-engine-optimized store locator to help customers find the best location for their needs by ranking in top results for their local search queries.

 

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