Amante Inc
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Mobile users due to the large number of devices in use can be called the most involved. They click ads twice more often than "desktop" users, and 50% of traffic of online stores are provided through mobile channels. So why is the conversion rate of desktop computer users 54% higher than that of mobile users?
CONCERN ABOUT PRIVACY
Questions of privacy have always been at the first place for Internet users. Approximately half of mobile applications is removed or not installed due to the fact that people are worried about the safety of their personal data.
"As you know, trust is possible only at a certain level of awareness, and mobile devices still need to earn that trust," - said Sam Barnett, CEO of Struq.
MOBILE CHALLENGES
The average user switches between devices about 27 times per day. But buying again on the same site, the majority of people prefer to store their registration data and make deals on their desktop computer. There are countless websites that generate the abyss of logins, and the main problem lies in the fact that mobile users can not remember which email address or the password they used, or simply are not able to type data of their credit cards on a tiny keyboard at the time of walk. That's why they make a purchase when they return home, where they are always waited by a reliable in all respects desktop computer.
ACCIDENTAL CLICKS
Let us go back to the problem of the inconvenience of using small mobile devices for a moment. It is very easy to accidentally click on the advertisement on such devices. Such random clicks increase metrics of CTR (click through rate). This is another challenge that mobile advertising industry is trying to overcome. Many are beginning to deal with it by using information about the time spent on the site after the click to affect the attribution model.
Google, for example, added a pop-up "Visit website" to its mobile advertising. Finally, one of the key guarantees that advertising will be effective, is the fact that ads are not displayed on the low-quality sites with negative content.
FUNCTIONALITY OF MOBILE SITES AND APPLICATIONS
Given the fact that mobile data traffic is characterized by a high bounce rate of visitors, advertisers must focus on the functionality of the sites designed for mobile devices. Proprietary uniformity of channels is key. If you have a website on which users mostly accidentally click on the ads or can not find their desired options, they just give up and go away. And if you believe the statistics, 41% of users come to the site of a competitor after a bad experience of visiting the previous site.
In 2015, only 57% of the top 100 largest brands in the world had a convenient mobile Internet platform. The lack of functionality is the main reason why users reject the deals. If the mobile version of the website is not optimized, then on the mobile device it will be downloaded very slowly. And experience shows that about 60% of users leave the site if they have to wait for more than 3 seconds. That's why brands should clearly understand what the user expects from their mobile site, and meet all the requirements of their potential customers.
MOBILE UNVEILS A NEW KIND OF USERS
We should stop focusing on the comparison of users who use desktop computers, and those who use mobile devices. They are completely different channels, which have completely different purposes. Those who value portability of the device choose mobile - 22% of users like to surf on the phone while lying in the bath, or, excuse me, sitting on the toilet. This channel is mainly used to fill free time, and advertisers can reap the real benefits.
Increase brand awareness, make sure that your site is easy to use and give the user all the tools necessary to complete the purchase, wherever they are and whatever device they use. And then success will be in your "mobile" pocket.
CONCERN ABOUT PRIVACY
Questions of privacy have always been at the first place for Internet users. Approximately half of mobile applications is removed or not installed due to the fact that people are worried about the safety of their personal data.
"As you know, trust is possible only at a certain level of awareness, and mobile devices still need to earn that trust," - said Sam Barnett, CEO of Struq.
MOBILE CHALLENGES
The average user switches between devices about 27 times per day. But buying again on the same site, the majority of people prefer to store their registration data and make deals on their desktop computer. There are countless websites that generate the abyss of logins, and the main problem lies in the fact that mobile users can not remember which email address or the password they used, or simply are not able to type data of their credit cards on a tiny keyboard at the time of walk. That's why they make a purchase when they return home, where they are always waited by a reliable in all respects desktop computer.
ACCIDENTAL CLICKS
Let us go back to the problem of the inconvenience of using small mobile devices for a moment. It is very easy to accidentally click on the advertisement on such devices. Such random clicks increase metrics of CTR (click through rate). This is another challenge that mobile advertising industry is trying to overcome. Many are beginning to deal with it by using information about the time spent on the site after the click to affect the attribution model.
Google, for example, added a pop-up "Visit website" to its mobile advertising. Finally, one of the key guarantees that advertising will be effective, is the fact that ads are not displayed on the low-quality sites with negative content.
FUNCTIONALITY OF MOBILE SITES AND APPLICATIONS
Given the fact that mobile data traffic is characterized by a high bounce rate of visitors, advertisers must focus on the functionality of the sites designed for mobile devices. Proprietary uniformity of channels is key. If you have a website on which users mostly accidentally click on the ads or can not find their desired options, they just give up and go away. And if you believe the statistics, 41% of users come to the site of a competitor after a bad experience of visiting the previous site.
In 2015, only 57% of the top 100 largest brands in the world had a convenient mobile Internet platform. The lack of functionality is the main reason why users reject the deals. If the mobile version of the website is not optimized, then on the mobile device it will be downloaded very slowly. And experience shows that about 60% of users leave the site if they have to wait for more than 3 seconds. That's why brands should clearly understand what the user expects from their mobile site, and meet all the requirements of their potential customers.
MOBILE UNVEILS A NEW KIND OF USERS
We should stop focusing on the comparison of users who use desktop computers, and those who use mobile devices. They are completely different channels, which have completely different purposes. Those who value portability of the device choose mobile - 22% of users like to surf on the phone while lying in the bath, or, excuse me, sitting on the toilet. This channel is mainly used to fill free time, and advertisers can reap the real benefits.
Increase brand awareness, make sure that your site is easy to use and give the user all the tools necessary to complete the purchase, wherever they are and whatever device they use. And then success will be in your "mobile" pocket.