Shaken & Stirred - Influential Brand Profiling and Positioning

‘Fresh’ research on mobile marketing and the customer experience

Mobile shopping search is retailer’s biggest and fastest opportunity for growth
  • Shopping search on mobile is retailers largest single source of traffic by far.
  • Shopping search on mobile also has the highest bounce rates…as high as 83%­
  • 51% of sales of from paid channels happened on mobile.
  • Non branded search activity on mobile device is retailers poorest converter.
  • The mobile experience see’s shoppers who move past the first page, drop by nearly 30% compared with desktop.

Mobile shopping search, is retailers biggest opportunity for improvement!

Users clicking on Google Shopping ads on their mobile phones, represents the largest single source of visitors for retailers according to our latest in depth ‘Shopping behaviour’ report, accounting for nearly 25% of all sessions across direct, paid and shopping search traffic.

Alarmingly though, it also proves to be the most the fickle channel by far, with as much as 83% of traffic bouncing straight out the door or viewing as little as 2 and half pages before quitting.

The report, which reviewed over 60 million shopping sessions across leading retailers, looked specifically at how sessions across different sites, devices, marketing channels and website touch points panned out. Based on the standout findings above, it highlights a real need for retailers to improve their mobile experience at the product pages level, as this is the most likely first touch-point for mobile shoppers, and also one that shoppers are most likely to quickly abandon their journey from.

You can view the report in interactive form below, or click here to view a full screen.

So why is mobile shopping so poor in terms of being able to engage shoppers?

In a post last month titled Google shopping and product pages. A customer journey battleground, we looked in detail at Google shopping and id

1. Broad intent matched with narrow content

Around 3/4 of the searches coming from Google shopping and landing on product pages, are broader category style searches, not product searches. Yet they landed on a product page. This requires the shopper to try to expand their view in an easy and relevant way so they can see more of the type of product they came in looking for.
In fact if you look at where the majority of sales do come from in Google shopping, over 75% of sales can be attributed to session where the user took the next step of navigating upwards to a higher level category to explore the range in more detail.

This underscores the importance of getting the Google shopping user off of the narrow product page they landed on, and into the site in as relevant a way as possible to so they explore the range.

2. Product pages lack relevant options to broaden the view
Ecommerce sites are typically well designed to allow the shopper to drill down and narrow their view, however product pages are the very thin end of this experience and make for a very poor choice to start a journey due to weak, overly general, or even a complete lack of any relevant navigation options. This lack of options on product pages makes it extremely challenging for the shopper to navigate upwards or do so in a way that is relevant to their intent.


So, Google shopping on mobile is the perfect storm
In seeing more users coming from shopping search and doing so on mobile, we are truly seeing a perfect storm of mismatching shopper intent with the wrong type of content, combined with a smaller, portrait and hand held screen where any navigation options are fewer, more obscure and more challenging to use.
This is only going to make it more difficult for shoppers to broaden their view and navigate back up the site.

More specifically, mobile makes it nearly 30% more difficult.

Looking at the bounce rates between Google shopping on mobile and desktop, we can easily determine that 27% of sessions browse past the first page, versus 38% on desktop. That’s shoppers who don’t bounce, and successfully navigate inwards from the product they landed on to another page of the site.
That’s a drop of around 29% between users arriving on desktop versus mobile.

Given the size of this segment and the sheer volume of lost opportunity within it, there are clearly huge amounts of additional opportunity that can be realised from improving the mobile experience at the product page level, and retailers who prioritise this will likely see some of the quickest and most significant gains in their sales this year.