The Truth about Mobile Search Traffic
Based on Google’s own numbers and my personal research for our clients, the following % of internet search clicks are typical of the Greater Metro Atlanta market:
- Bars and taxi services get 55-65% of the clicks coming from smart phones.
- Restaurants, sports, towing and auto repair get 45-55% of them coming from smart phones.
- Churches, salons, gyms, events, schools and emergency services get 35-45% coming from smart phones.
- Real estate, auto dealers, travel and other retail/service businesses get 25-35% coming from smart phones.
Those numbers are based on the historic Google click data for the past 12 months, so they were probably most accurate six months ago around the middle of the data collection period. If you look at the average above, let’s say 40%, and look at that average over the past couple years, it has doubled each year, going from 10% to 20% to 40% as of six months ago. 50%+ of the US population now has a smart phone and estimated that will hit 80% within two years.
What Does that Mean to Me?
Well, let’s try a different question. Assuming your business is average and 35% of the clicks on Google from your potential customers come from smart phones, as long as the cost of capturing that lost traffic is justified by adding those otherwise lost customers then you should probably consider doing something about catching these leads. Now, let’s say in two years it will be 70% of the clicks…wow, that means for every client that found you on desktop or laptop, three could potentially miss you or chose a competitor because you’re not being seen properly by them. That’s a big hit…one that many businesses won’t survive.
So now you may be asking “well, why wouldn’t I get their business too?” That’s a great question. Now if you’re one of the 50% with smart phones…which I’m actually guessing is about 75% likely as business owners, managers and entrepreneurs are way more likely to be up on technology as a group, then you’ve enjoyed the frustration of trying to navigate a regular size / layout website that was designed for desktop and laptop usage. Now do that in your car (hopefully not driving), do it in the dark on the way to dinner with friends, do it when you have your sick dog in the car and are looking for a 24/7 vet, etc. You get the drift, and if you don’t have a smart phone, you can borrow a friend’s or just trust me on this one.
75-85% Will Leave Your Site in Frustration…
Statistics say 75-85% of people will leave a site in frustration if it doesn’t operate well from their phone and it’s 80-90% they’ll never come back to check it again. Now apply those percentages to the 35% +/- that are out there now…then, apply it in advance to the 70% in two years. If you handle this issue then, you’ll already have a lot of potential customers that aren’t potential customers anymore and they may very well be loyal repeat customers for your competition up the street. Not good, especially since the basic fix for this issue is very…I mean very affordable when you consider the massive opportunity cost and medium-term consequences of not addressing the issue.
Mobile Marketing Services and Options
So what are the options to get my business up-dated and visible on smart phones in a way that will not only give my potential customers a better experience, but actually give me the competitive advantage and help convert more leads into happy repeat customers?
If you’re tight on funds or don’t have the knowledge to build a high level mobile website, having a simple mobile landing page that has a “click-to-call” button for convenience while driving, address, hours of operation, etc. would at least keep you from having clients leave frustrated and never come back. They might not be blown away, but since many businesses are not mobile ready yet, even a basic solution today will allow them to find you, consider you and not feel negative about you.
Eventually, you’ll likely want to up-grade, nicer / fancier look, more pictures, more buttons and pages, maybe some video, etc. This isn’t needed today, although it would be ideal, but as more customers and more businesses embrace the realities of the smart phone mega-trend, it will become more and more important to stay competitive.
Costs Less than a Website, but Make More Profit
Either way, the costs are typically a lot less than building your main website. Most customers report that they feel their mobile sites returned their investment much faster than their website…often within months and almost always within the first year. Once you’re aware, you’ll notice customers that come in with smart phone or iPads are significantly more pleasant upon arrival, some even complimenting your mobile site or thanking you for being thoughtful.
Smart phones already outnumber computers and laptops. Most people never turn them off at night and 95%+ keep them within a few feet while sleeping. Today, people are checking their phone while you’re talking to them and even checking prices while they’re in a store. This is a great time to meet your customers and potential customers where they are, whether you agree or not…they are your customers and your business’s future.
Call us today to find out more or set-up an appointment so we can give you some suggestions on what will give you the best return on investment (ROI) for your specific business.