Google Gives Tips to Raise Mobile Website ROI for Businesses
Google aims to remind businesses that they can increase the effectiveness and ROI of their Websites by using smart site designs that are easier for customers to use.Google knows that Website design can make a huge difference in whether mobile customers will make a purchase on a company's site or if they go somewhere else to buy. Now, Google aims to remind business leaders just how important those subtle site design factors can be for their Websites and their companies' bottom lines. To ensure that customers stick around and click to purchase what they are seeking from mobile Websites, companies must ensure that their mobile sites make transactions and shopping easier for customers, rather than pushing them away, Jenny Gove, a user experience researcher at Google, wrote in an April 24 post on the Google AdWords Blog. "Mobile empowers consumers to connect with your business at any time and from anywhere," wrote Gove. "But are you ready to be there for them in the moments that matter? To truly meet the needs of your customers, your mobile site experience should allow them to quickly and easily find what they're looking for without sacrificing richness of content." A recent study by AnswerLab, in partnership with Google, looked at how more than 100 mobile users completed purchases on a diverse group of Websites, she wrote. "From this research, we developed 25 principles of mobile site design to help you develop a mobile site that both delights your customers and drives conversions."
Among the key findings of the study are that mobile buyers want to search shopping sites for what they are seeking at that moment and don't want to be mired down in information that's unrelated to their search terms, wrote Gove. "Study participants with a specific need, especially those visiting retail sites, turned to site search to find what they were looking for," she wrote. "Participants were quick to abandon sites that returned irrelevant search results or a large set of results that they were unable to narrow."