How to Convert Your Consumers via Google Shopping
Shoppers are getting savvy about how they buy on mobile. Are your mobile sites consumer-friendly and ready to convert?
How many times this week have you bought something via your mobile? We’re all at it. We think of something we want, check where we can get it on our mobile and, a few taps later, it’s out for delivery.
According to the Office for National Statistics, 78% of Brits used their mobiles to access the internet ‘on the go’ last year and Google data shows mobile searches for ‘where to buy’ have increased by 85% in the last two years. Consumers want the search process to be straightforward and Google Shopping does just that, immediately showing us what we want.
It’s grown in popularity since its launch in 2012 despite competition from other PPC providers and the £2.1bn fine from the European Commission.
Matt Patterson, Senior PPC Account Manager at WMG, says, “Google Shopping is now responsible for taking more revenue than regular search. There’s a clear upward trend in the number of sales being credited to it across non-brand and branded traffic over the last few years, and this trend is continuing to rise.”
If the consumer immediately finds what they’re looking for displayed at the top of the screen, the search ends there. However, if they click through and have issues with the site, they’ll hit the back button and look elsewhere, and if it’s your site that’s struggling to load or awkward to use, you’ll need to fix it quickly to make the sale.
So how can you make sure your business is getting those Google Shopping conversions?
With 40% of consumers leaving a page if it takes longer than three seconds to load you don’t have long to grab them. Work with your developers to prioritise this, right now.
THE PRICE IS RIGHT
Google Shopping is price-focused, so make this prominent on the page. You can help increase conversion rates by being concise, using attention-grabbing font sizes, and having clear messaging that incorporates high quality imagery. “If you have good images and the checkout process is not too long, you’ll see strong conversion rates,” says Matt.
Guarantee a no-fuss checkout process by making the ‘add to basket’ button stand out. Give it a different colour or style so customers can easily find it.
PUT YOUR CONSUMER FIRST
No matter how your mobile site performs, always keep the consumer experience in mind. A positive experience makes it more likely they’ll put the item in their shopping bag and checkout.