{"id":113246,"date":"2016-04-06T21:36:00","date_gmt":"2016-04-07T02:36:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/keys-to-optimizing-the-mobile-shopping-experience-2\/"},"modified":"2024-12-21T05:54:43","modified_gmt":"2024-12-21T10:54:43","slug":"keys-to-optimizing-the-mobile-shopping-experience-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/keys-to-optimizing-the-mobile-shopping-experience-2\/","title":{"rendered":"Keys to Optimising the Mobile Shopping Experience"},"content":{"rendered":"

In this post, we will cover the importance of location accuracy data<\/a>, unique local content<\/a> and first-party data management<\/a> when optimising the mobile shopping experience.<\/p>\n

In light of the rapid growth of mobile usage, retailers are rushing to optimise mobile shopping experiences for consumers.\u00a0According to Nielsen, \u201cfor mobile shoppers who make a purchase in a retail store, smartphones are constant companions and the in-store device of choice for most<\/a>“. For example, the typical path to purchase often includes multiple mobile touchpoints. Customers often check directions or location data prior to a visit (70%). While in the store they use their devices for lists (37%), to check prices (63%) and to scan coupons (34%). Finally, mobile payment is quickly being adopted (23%) as the final sales action.<\/p>\n

\"stats_image1\"<\/p>\n

In support of this, Search Engine Watch adds, \u201cWords like \u201cnear me,\u201d \u201cclosest,\u201d and \u201cnearby\u201d are increasingly common across the billions of queries on Google every month. More and more, people are looking for things in their vicinity \u2014 be it a gym or a mall, a plumber, or a cup of coffee. Google search interest in \u201cnear me\u201d has increased 34 times since 2011 and nearly doubled since last year. The vast majority come from mobile \u2014 80 percent in Q4 2014.\u201d<\/p>\n

Localising Marketing Efforts<\/h2>\n

The key to optimising this experience is to ensure you are found and accurate when customers are searching locally. For retailers with a national footprint, the accuracy and relevance of the data they are providing to search engines and data aggregators must have a single point of truth.<\/p>\n

Name, address, phone number (NAP) and location data, longitude and latitude are essential to the accurate display of store information and location on shoppers’ phones. This may sound trivial but even a digit or a decimal point off and the shopper could be sent to the wrong location or arrive at the wrong time. The resulting miscues to ready to purchase consumers can result in lost revenue in the millions to retailers over time. Also relevant to note is shoppers’ tendency to grow frustrated by repeat inaccuracies and turn to retailers that have taken the time to ensure accurate display of search and map results.<\/p>\n

Due to the mobile nature of these queries, search engines look to index content unique to the shopper\u2019s geographic area. Local, relevant and unique content pages are also very important in ensuring that a retailer’s store and products show up near the top of search engine results pages (SERP). If a retailer has pages with more than 80% unique content for their products in a given city, these pages will index before any other results. For example, if you are doing a search on a smartphone in NYC for men\u2019s shirts, pages that have content uniquely created for NYC will index before general search results. URL\u2019s like www.retailerX.com\/newyorkcity\/mensshirts will index higher than www.\/retailerX.com\/mensshirts.<\/p>\n

\"Google<\/p>\n

\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n