You have finally decided to get on the mobile local search bandwagon. You have the tools that you need and your Google Adwords are returning visitors to your site. You know that people are visiting your mobile site and yet the visits are not converting. What gives?
Even though potential customers are clearly engaged when they are looking for a product or service while on the go, there are still some strategies that you need to implement as a small business owner in order to ensure that your mobile site converts to in-store visits.
Over half of mobile searches have local intent and 61% result in purchases. What makes the difference between a local business that secures a store visit and one that doesn’t? Let’s explore ways to capture attention and secure a store visit.
1. Contact Information
You won’t convert a customer that can’t find your front door! It may seem instinctive for some, but you would be surprised at how many mobile websites bury contact information at the very bottom of the page or in some obscure contact us page.
You want to make it as easy as possible for someone to call or visit you, using the fewest clicks possible. A clickable and prominently placed business phone number and accurate mapping feature can make the difference between establishing contact with a potential customer and losing him or her to your competitor.
2. Clarity & Availability of Content
82% of consumers said they use their phone to look up detailed product information while they are shopping, actually preferring to search for information rather than speaking to a sales associate.
Your mobile site is not a place to be coy about what you do or sell – Be clear and as detailed as possible. Whether you sell products or services, list them on your mobile experience with appropriate descriptions and pricing. Reviews are also always helpful in reassuring a potential customer.
You could take it one step further and offer related product suggestions. It is a great service and could trigger an impulse buy.
3. Be Relevant
Without having to spend a few hours crafting an article about your city’s current weather or in-town festival, using real-time information to highlight some of your products or services can be very helpful with local searchers.
For example, featuring your best festival fashions or portable folding chairs while a prominent music festival is in town is a great way to capitalize on something that is top of mind, which could secure a phone call or a visit.
4. Coupons & Special Offers
Updating your promotions and coupons demands very little time once your mobile site is up and running and it could be the difference between receiving a phone call or visit to your business.
When creating your offer, keep in mind the size or a mobile device’s screen, data usage and the mindset of a mobile user so that your offer is clear, concise and appealing.
Adding a sense of urgency to your offers could also be an effective way to secure a store visit. A mobile discount or offer valid only in-store for a limited time has proven effective.
At the end of the day, although mobile marketing and local search are still fairly new and constantly evolving, the one thing we know is that it is no longer an option in order for small businesses to compete for todays digitally connected consumer’s attention.
The strategies above don’t have to be time consuming and they could make a big difference in your business’ impact on local search. Try one or all of them and let us know how it impacts your business!
Do you want to reach new customers in Google search? Get started for as little as 100$ with the Shoptoit Quick start program. There are no contracts and you could be on your way to mobile marketing success in no time at all!