NEW YORK – Customers who search for products on mobile are 57 percent more likely to visit a store and 51 percent more likely to make a purchase, suggesting that understanding mobile shopping and search behavior is more important than ever, according to an ecommerce executive.
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CheapTickets is enticing travelers to book trips through its mobile application by enabling them to take advantage of split ticketing, a feature that lets users browse for two one-way flights during any round trip search, typically yielding better deals.
Online retailer Greekgear has seen a 33 percent increase in its mobile conversion rate and a 10 percent mobile conversion lift for pay-per-click campaigns after refocusing its Web site for smartphone users and doubling down on mobile text and display ads on Google, including using location targeting.
Google’s recent travel updates include consumer-friendly booking tools such as hotel smart filters and enhanced flight price tracking, but threaten to overshadow airlines’ and travel providers’ own mobile platforms unless they leverage more predictive analytics and real-time inventory changes.
Best Buy drove more than one million in-store visits after focusing on mobile to answer customers’ product-related questions via buying guides, video tutorials on YouTube and localized mobile ads.
BeddingStyle.com saw a nine percent increase in average order volume after making search on mobile much easier for customers, streamlining the technology capabilities for greater product viewability and relevant results.
Kohl’s is cementing its status as an early adopter of mobile technologies by integrating voice search functions into its application, enabling users to skip browsing hundreds of inventory items and find products more easily, potentially resulting in greater impulse buys.
Local merchants are realizing a more powerful stance on mobile search with users increasingly able to directly order services within results, as evidenced by Pingup’s partnership with Yahoo as well as Yelp’s new tie-ups, including with Delivery.com.
Retailer Lighting New York switched on mobile search results by shifting its focus from conversions to research.
In a reflection of the growing number of merchants tapping mobile location data, Denny’s bolstered its visibility across several sites and mobile applications, successfully reaching on-the-go consumers and urging them to visit a nearby restaurant.