There’s a common misconception regarding how to rank in search engines for several, similar searches – and it’s rooted in how search engines used to work. Back in the days, you could create loads of somewhat similar pages to optimize for small search variations.
A lot of retailers will get around a bad search experience on desktop by improving navigation, filters and product recommendations, but those workarounds don't work on mobile.
The mobile consumer has high expectations. They expect convience and minimal friction points in their mobile shopping journey. They want 100% relevant content that can be quickly consumed.
The right search engine and UX design for mobile search can meet those expectations.
In a physical store, it’s obvious that people come in with different intentions. Some people want to make a purchase right away while others are looking to compare products. Some have specific questions while others need trustworthy opinions from an expert.
As an employee, you need to accommodate all customers.
This is also true online. Customers will have the same type of questions whether they come from an external search engine or using the onsite-search function.
If you operate an eCommerce website, setting a logical page hierarchy is perhaps your most important business decision. How you structure your content and navigation will greatly affect users’ onsite experience and how well you succeeed in search engine ranking.
We asked our CMO - Vanessa Meyer - what she thinks will be the big mobile marketing trends in 2017 and the next few years? How will those trends be different from what we've already seen? And what do digital marketers need to do to leverage those trends?
Many online shoppers don’t browse retail sites using navigation, their product discovery process starts with site-search. In fact, an avg. of 30% of consumers use site-search (EConsultancy) and those who buy are 91% more likely to use site-search than those merely browsing (Findwise). And those percentages increase dramatically on mobile - where limited screen real estate puts product search in the limelight.
Although the majority of mobile buying still occurs on tablets today (this year, £15.8 billion will be spent on tablets, representing more than 62% of total m-commerce sales), it's expected that by 2020 smartphones will dominate m-commerce and account for 52% of mobile transactions and £22.1 billion in sales (source).
The mobile shopping experince isn't great - yet - but many retailers are investing to improve their transactional m-commerce experience. According to Internet Advertising Bureau (March 2015), 64% of the top UK retailers have a transactional mobile site, while 32% had a transactional app.
Obviously m-commerce is quickly becoming the norm. And since optimising the mobile experience is important for both search engine rank (remember mobilegeddon) and on-site conversion, retailers who fail to normalise will pay a price.