Nearly Half of Your Customers Leave Your Website After Three Seconds

Everyone knows mobile is not only the future, it’s right here and now, as over half of all website traffic on the internet is from a mobile device. Despite this, mobile is still in its infancy in some ways, as mobile sites lag behind desktop sites in crucial metrics such as average time on site, pages per visit, and bounce rate.

For retailers, this can be especially costly since 30% of all online shopping purchases now happen on mobile phones. The average US retail mobile site loaded in 6.9 seconds in July 2016, but according to the most recent data, 40% of consumers will leave a page that takes longer than 3 seconds to load. And 79% of shoppers who are dissatisfied with site performance are less likely to purchase from the same site again.

In other words, this:
mobile waiting

Leads to this:

mobile anger.jpg

Simplicity is key on mobile. You have lots of great things to say and to show your customers, but if they’re on a mobile device, they don’t care. They want a frictionless experience with as few clicks and clunks to get from your home page to their purchase as possible.

To learn more about mobile from Google, click here.

Google Goes from Gold to Green

In September of 2013, Google AdWords made a leap toward transparency by including a yellow “Ad” indicator in the search engine results that were paid ads.

Since that time, we have all grown accustomed to this new look on Google as we scroll down past the ads (most times) in our latest search for schools, stools, and shoes.

In April of 2016, Google began testing a modification to this look by changing the Ad indicator to green instead of gold.

DESKTOP

MOBILE

 

Yesterday, June 15, 2016, it became an official change. Ads are now green, not gold.

As a Google spokesperson told Search Engine Land, “We regularly test ways to improve the look and feel of our search results page. We’ve been experimenting with a green search ad label and have decided to roll it out based on positive feedback from users and advertisers. Our goal is to make our results page easy to use, and our labeling clear and prominent.”

WHY DOES THIS MATTER?

Some key words in that quote from Google: test, feedback, easy.

If any business knows how to execute an A/B test, it’s Google. And this is a perfect example of what an A/B test is. Seem trivial? Google doesn’t think so. We’ll never get to see that data, but rest assured Google Ads will get more clicks and advertisers will be getting more results with this enhancement. They vigorously capture and analyze feedback from customers to continue to make their product, Search (which is free), easier to use.

This approach goes in contract to the trend in native advertising, which attempts to conceal an ad by passing it off as written or video content. And it’s even in contrast to Bing and Yahoo! search engine results pages which use gray text to tell the user the results which are ads.

It’s fascinating and inspiring to watch the search engine powerhouse continue to innovate and to defy what all others are doing. They believe in their product and know that customers crave transparency. Case studies on Google will be taught in universities for decades to come.

Side note: Green Bay Packers fans will continue to click at normal click-thru rates after the change from gold to green. It’s all the same to them!

green and gold packers.png

Sources:

Google’s Biggest Update in 2016

Google rolled out a global update today removing the right-side paid search ads for most search queries. The update:

  • Removes ads from the right side of the Search Engine Result Page (SERP)
  • Adds a 4th ad to the top of the SERP for “highly commercial queries.”
  • Effects searches on desktop only. Mobile searches have never had ads on the right side as the screen real estate is much smaller.
  • Allows a maximum of 7 ads on the page.
  • Has one exception, Product Listing Ads (PLAs), which will continue to show at the top-right of the page.

minnetonka body shop

Much speculation is percolating as to why Google made this update, and what the downstream effects will be for advertisers. Some initial thoughts:

  • With less ads on the first page, it’s more important than ever to be at the top of Search Ads. What is your average ad position?
  • Not running a Search Advertising campaign? You should be. With 3-4 ads at the top and 3 Google Maps listings below that, your first chance at showing up organically is in the 7-8th position on Google (way “below the fold” on a mobile device). Positions 7 and 8 are earning 3-5% of clicks from the page. Is that an acceptable market share for your business?
  • Mobile is clearly the future as desktop search pages are now mimicking mobile.

 

Searches For “Businesses Near Me” Are on the Rise

Have you ever used your smartphone…

  • In line while waiting to check out at the grocery store?
  • On the couch while watching TV with a significant other?
  • Under the table at a meeting for a quick glance at a text or an email?

You have. Admit it. These moments, when we turn to our smartphones because we need something now, are called “micro-moments,” and they are a part of the new reality of consumer behavior. Google is studying these micro-moments. Closely.

This article from Google, http://bit.ly/1awkCsD, focuses on the “I-Want-To-Go Moments” we all experience. Have you ever done a search for “restaurants near me” or “closest salon?” These types of local searches are on the rise. Check out some snippets from the study.

  • “Near me” searches have increased 34x since 2011!
  • 80% of “near me” searches come from mobile (Q4 2014)
  • 50% of consumers who conduct a local search on their smartphone visit a store within a day
  • Most of these “near me” searches are generic terms like “hotels near me” rather than “Hiltons near me”

These types of searches aren’t limited to retail, either. It’s a growing trend for people to search for “jobs near me” or “remodelers near me.” These tiny moments are happening right out of consumers’ pockets every day, and some businesses are winning in these moments. Is yours?