With internet technology advancing towards digital marketing using mobile gadgets, ComScore data shows that 60% of retail browsing occurred using either phone or tablets. On the other hand, only 15% of sales were said to have occurred using these types of devices.
Why is there such a huge gap?
Why is it that people don’t purchase using their phones and mobile devices? One possible reason is that it is hard to place all your credit card details on a small screen. For this particular scenario, it is possible that consumers lose interest to purchase items viewed on their mobile devices.
For businesses, this scenario doesn’t seem to benefit them. Though they’ve gained the click, they have a problem converting their mobile traffic.
Google’s Buy Button
Google confirmed on July 15th this year that the search engine giant is pushing towards testing the buy button by Google. What this could potentially do is to allow purchases become easy on mobile. Without having to pull your credit card, this button will make it possible for you to make the purchase.
According to Kordestani, Google’s chief business officer, the Google Buy Button is going to be launched in order to remove the friction in order for consumers to buy more products online. According to Google, right now, commerce still occurs 90% offline.
Is it good or bad for business?
A lot of marketers are intimidated that Google might be trying something to crush brand loyalty and ultimately steal their business. According to Google’s VP of Product, Jerry Dischler, he mentioned that the buy button is about driving mobile transactions. Given the low conversion rate, difficulty of keyboard input, not to mention the shorter periods, these are some of the problems that the buy button is looking to address. Faced with these problems, Google intends to help, and not hurt the e-commerce business.
What should marketers do?
There are many things that marketers can do in order to adapt to the modern tendency of users to stick to mobile devices. The buy button is planned on mobile search and paid ads. This means that organic listings are not going to benefit from this particular addition. It is highly suggested that businesses find the time to recognize the importance of paid ads.
Next, it is suggested by experts that firms explore the possibility of remarketing related offers. Given the buy button’s availability, it is possible that it could cause concerns over companies keen on maintaining close customer relationship.
Also, it is imperative for the marketers to think of things other than Google in order to make things work for the better. Facebook, Twitter and Instagram could all play their role in a company’s growth. Pinterest for instance rolled out the buyable pins.
Making people shop online is a challenge that should be addressed by marketers. While it is possible that we still don’t know the pros and cons of having the Google buy button, this could potentially increase the conversion for the mobile traffic. If used the right way, it could pave way towards increasing overall grasp of businesses to their market.