Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/460618
Smartphones and tablets combined now account for 60 percent of all online traffic, according to a recent comScore report, and attracting and converting the on-the-go mobile consumer goes beyond just having a mobile site. In "Pre-Season Website Review" in February 2015 OPE, I cov- ered some mobile site optimization basics, which I'll briefly re- cap, and then dive deeper into how to connect with the growing number of shoppers who use mobile devices as their go-to online browsing tools. The mobile paTh To purchase Mobile users shop with different intentions than desktop users. They are searching for products and services with an intention to buy, seeking out the closest dealer. Not only does this make sense anecdotally, there's research to back up the fact that mobile buyers are generally closer to purchase than desktop users. Here are some eye-opening stats from Google Nielson Mobile Path to Purchase Study: Location matters: Searchers want the business they are looking for to be close to them. According to the study, 69 percent want you to be within 5 miles of their location when they search. Immediacy is key: 55 percent of mobile shoppers want to purchase within an hour, and 83 percent want to purchase the same day. Mobile influences purchases across channels: 93 percent of people who researched on their smart device went on to make a purchase online or in-store. mobile siTe opTimizaTion To optimize your site for mobile, you have two options. The first is a responsive website that scales to fit the user's screen, and the second is a dedicated mobile website. However you choose to op- timize your site, it is key that you create a shopping experience that is enjoyable, easy and interactive. Here are some things to consider about your site: What does your current website say to mobile visitors? Is it immediately enticing, depicting the products and deals that you offer in an organized format? Does it communicate your brand? Think of your mobile store in the same way you would think of your physical store. When customers walk into your store, are they able to clearly see the top products you offer? Can they easily navigate around the space? That same concept should apply to your mobile site. Give mobile customers and prospects a reason to "walk in" and make it convenient for them to not only browse, but also find what they're looking for. Don't forget to make it easy for your customers to find your physical location — these are shoppers looking to buy. A mobile site that allows customers to pull up a map or easily access point- by-point directions could mean the difference between choosing you over the competition. A lot of customers visiting your mobile site may also be looking for contact information. Is it easy to find that informa- tion at first glance? Are potential customers able to call you with the click of a button? Giving customers the opportunity to do so will increase your opportunity to engage with them, which is like- ly to result in traffic and sales in your brick-and-mortar store. Even if your desktop website platform includes this in- formation, it's not enough to capture the smartphone crowd. If smartphone customers have to squint and attempt to "zoom in" on their screen in an effort to find your contact information, then they're likely not going to take the time to do so. This is why mobile-friendly sites are so important. 22 MARCH 2015 ouTDoor poWer eQuipmenT www.outdoorpowerequipment.com Feature Story | Website Solutions MAIn IMAge ©Istockphoto.coM/jurIpozzI. sMArtphone screen IMAge proVIDeD BY ArI netWork serVIces. ■ By Colleen Malloy Attracting on-the-go mobile shoppers