This year, for the first time ever, mobile Internet traffic now exceeds desktop traffic. This is a huge shift in the way people use the Internet and consume information. A few years ago, having a mobile website was a nice addition, but was not absolutely necessary. Now, if you do not have a responsive website that will optimize to any size screen, you are shooting yourself in the foot. Not having a responsive, mobile-friendly website leaves money on the table, especially if you have an e-commerce site.
With the biggest online shopping day, Cyber Monday, rapidly approaching, those who have mobile-friendly websites are sure to feel the love. AppLovin, a mobile ad personalization platform, is predicting that 30 percent of Cyber Monday transactions will come from mobile devices, possibly reaching or exceeding $750 million in sales. This is huge growth from 2010, when mobile devices only attributed 2 percent of sales on Cyber Monday. MarketLive reported that Q3 2014 Smartphone traffic to e-commerce sites grew by more than 62 percent and mobile-commerce revenue grew by 141 percent. Most mobile-commerce sites remain difficult to use, which can be frustrating to consumers, and 91 percent of respondents in a multi-country study said they would turn to a competitor after experiencing a bad mobile site.
Google has come out with official recommendations regarding responsive and mobile websites and recommends going with a responsive design when possible. By following Google’s advice, your website will be better optimized for mobile, in turn placing you ahead of others on mobile SERPs. Having a properly optimized, responsive site will make mobile purchases easier and provide a more seamless transaction for mobile consumers.
Make sure you’re not missing out on any opportunities by making sure your website has a responsive design. Need a responsive website made? Call Robertson & Markowitz Advertising & Public Relations’ digital department, Robmark Web, for your website needs.
Online shopping was first introduced in 1995 with the launches of Amazon and eBay. At that point in time, only 16 million people in the world had Internet access. Ecommerce made shopping for most items more convenient, but not necessarily easier. Over the years we have seen many changes and advances in ecommerce, not only from the seller’s side but also in buyer’s behavior.
Now, in 2014, there are over 3 billion people in the world that use the Internet, and the way we use the Internet is drastically different, thanks to the introduction of social media in the early 2000s. With an immersion in constant, immediate information, we are turning into an instant gratification-seeking type of people. Experian Marketing Services says Internet users spend 27% of their time online on social media, which, according to Business Insider, makes social media the most popular online activity.
Facebook and Twitter are both working on a one-click buying process that won’t take you away from their website, making it easier than ever to buy the products you want, need and love. Back in July, Facebook started to test a ‘buy’ button to make it easier for consumers to purchase items featured in its ads and posts. It was also announced in September that Twitter is working on a ‘buy’ button for tweets. These social networks seem to realize that when users are on their favorite social network, they don’t want to leave.
Twitter has been focused on making “social ecommerce” easier for a while now. They have been working with the number-one online retailer, Amazon, since May. Simply by using the hashtag #AmazonCart, you can now place an item in your cart on Amazon. In July, Twitter bought CardSpring and now allows users to redeem coupons and discounts by using —you guessed it —tweets. This month, Twitter introduced the hashtag #AmazonWishList, to place an item, on your Amazon Wishlist.
Not only will these ‘buy’ buttons change the way users purchase items, they will also change social media advertising. This ecommerce push gives even more value to ads on the social networks. Yahoo Finance’s Jeff Macke says, “Because you are actually selling something directly, that makes all kinds of sense.”
This new, strong focus on ecommerce efforts poses a lot of questions and potential opportunities for retail businesses on social media. Do you think these ‘buy’ buttons will be successful? Do you think there will be an increase in social media advertising? Do you think other social networks will join in on the ecommerce fun? Robertson & Markowitz Advertising and Public Relations would love to hear from you!