Avionics News April 2016 - 73

stand how mobile fits into your marketing plan - and why customers might not be completely satisfied with an online shopping experience.
As it is, customers are more comfortable now using their
mobile devices to shop. As screen sizes increase and businesses
learn how to create suitable shopping experiences, they're
using these tools to learn prices, warranty information, features
and benefits, and even gather reviews. More than 80 percent
of shoppers use online research to make product choices and
choose providers, and much of that now occurs in the palm of
their hands. Mobile transactions also account for more than 36
percent of online sales, according to IBM Watson Trend, and
that number has grown annually. Even among shoppers who
don't purchase online, a sizeable number only move to a PC
once they're ready to make an order.
Mobile use is so important that Google uses it to determine
search results; the company gives additional favor to companies
with sites that are mobile optimized, and they recommend a
company have, at the minimum, a reactive site that changes layout to favor smaller screens. The preferred options are dynamic
sites that deliver different content and design and those that are
specific to mobile. Fortunately, Google offers some insight into
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your Web visitors to help you maximize your planning. Google
Analytics provides an overview of not only what devices your
customers use - PCs, smartphones or tablets - but also which
specific operating systems they choose. If you're not near the
top of the search results on a mobile device, the customer often
won't scroll and see you, according to Constant Contact, the
email newsletter service. This is important, because according
to Google, three in four mobile searches result into some sort of
customer activity, such as a call.
As it is, a mobile search can still irritate users. According to
a survey by Bizrate Insights, consumers are frustrated by small
type size and the need to pinch and zoom to make websites legible on mobile screens - and avoid misclicks that take users to
other pages unintentionally. They also complain of slow load
times from large file sizes that aren't optimized for cellularspeed downloads. At the same time, they prefer larger images -
particularly of products they might consider purchasing. The risk
of missing the target on any of this is that they stop browsing
and move on to other less-irritating sites.
So there are a lot of ways a mobile search goes wrong. But is
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2:37 PM

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Table of Contents for the Digital Edition of Avionics News April 2016