Local search has the potential to be an important customer acquisition tool for brick-and-mortar businesses, as a recent study found that 43% of all Google searches have local intent.
Furthermore, Google’s Mobile Movement Study shows that 61% of mobile users call after a local business search.
So it’s really important that shops, restaurants and hotels are optimising mobile landing pages correctly or the chances are they’re missing out on potential sales and bookings.
This obviously starts with creating a mobile site in the first place, but the finer details include a noticeable click-to-call button that makes it easy for customers to get in touch.
Responsive design has proven to be one of the key digital trends of 2013 and is certainly one of the most popular topics on the Econsultancy blog.
The potential benefits of going responsive are obvious and we’ve previously highlighted several examples of ecommerce brands that have seen immediate rewards from adopting the technology.
However it does also need to be noted that building a responsive design requires a great deal of investment and isn’t necessarily the perfect solution for all site owners, particularly when you take into account the problems it causes with advertisers.
Nonetheless, there has been a steady trickle of brands launching new responsive sits in the past few months so I thought it would be useful to compile a list of 10 notable examples.
Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.
Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.
Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.
Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.
The growing importance of delivering a personalised experience online is highlighted in a new Econsultancy and Monetate survey in which 94% of businesses stated that personalisation ‘is critical to current and future success.’
Furthermore, the research found that for two-thirds (66%) of client-side respondents, both improved business performance and customer experience are the main drivers for personalising the website experience.
The Realities of Online Personalisation is based on a survey of more than 1,100 digital and ecommerce professionals working for brands and agencies, carried out in February 2013.
New mobile sites are normally a big deal for ecommerce retailers, but ASOS recently updated its m-commerce store without the need for any fanfare.
I can’t find any official announcements about the redesign other than a tweet from director James Hart.
ASOS has been one of the major success stories in ecommerce and we frequently highlight its services and innovations as examples of industry best practice.
And as we previously reviewed the company’s first mobile site back in 2010 it seems a good time to revisit the site and see how it’s changed, so I took it for a test run using my Samsung Galaxy S2...
Education and healthcare organisations achieve the highest average click-through rate (CTR) on email marketing campaigns, while computer and telecoms companies yield the lowest results.
The findings come from a new report from Silverpop, which measures the CTR as the number of unique clicks in the email message divided by the number of delivered email messages in a campaign.
The report shows that the education sector gets the highest average CTR (5.8%) and its top quartile are also the highest achievers overall (12.8%).
Overall top-quartile performers had click-through rates that were nearly four times higher than the median CTR of 2.3%. In contrast, bottom-quartile performers didn’t even muster 1% click-throughs.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include online video ads, tablet commerce, multi-screening, email marketing, in-store Wi-Fi and mobile commerce.
For more digital marketing stats, check out our Internet Statistics Compendium.
Once again we round up six of the best infographics we've seen this week.
The topics include email marketing, B2B content marketing, mobile, social media demographics and a massive look at responsive design.
Last week I looked at 10 charities that are using Pinterest as a way of promoting their causes and raising awareness of the work they do.
To continue the theme, this post looks at 10 charities and how they use Facebook for the same purposes.
One of the tricky issues for charities is that they often deal with difficult or upsetting issues, so it’s hard to find content that people will want to ‘like’.
The way round this is to focus on the positive side of what they do, such as fundraising and helping those in need.
If there are any charities that have successful or interesting Facebook pages that I haven't mentioned, please point them out in the comments section...
Designing attractive, usable mobile product pages is a fine art that many sites still struggle with.
I feel that responsive design has been a brilliant agent for change in mobile design because it has forced people to strive for simplicity, as pages need to be usable across multiple devices.
And with this in mind, I thought I’d highlight five of my favourite mobile product pages, with examples coming from apps as well as mobile sites.
In all honesty the criteria for making the top five list are quite woolly, but essentially they’re the product pages that I think offer the best aesthetics and usability.
Personally I like mobile sites to have giant images so I don’t have to squint, as well as massive buttons to make navigation easy.