Small talk

The 5 Psychological Truths Behind a Successful Mobile E-Commerce Strategy

In Q4 2017, e-commerce in the U.S. grew faster than it ever has since 2011.

Compared to 2016, online retail sales grew 16% to reach over $450 billion.

mobile ecommerce - ecommerce share of industry
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Now let’s take a look at mobile’s share of this boom in e-commerce:

mobile ecommerce - digital ad spend by device
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When you put two-and-two together, it’s pretty clear that the bright future of retail lies in mobile commerce, or m-commerce.

With this in mind, it’s important to understand your mobile audience.

A successful mobile e-commerce marketing strategy depends on reaching the right people in the way they prefer on their mobile device.

Whether that’s through a mobile web e-commerce app or a branded video, mobile shoppers act differently than those in-store or on desktop.

Here are the top five psychological factors that motivate people to buy on mobile.

All of these are derived from a recent Facebook IQ study that investigated how people use mobile.

Read onto discover the truths of why people buy on mobile, and what they prefer in an m-commerce shopping experience.

Then, you can optimize your own mobile ad strategy and start reaching people exactly the right way on their smartphones and tablets.

1. Mobile Ads Can Drive and Enhance In-Store Experiences

For 52% of global clothing and shoe shoppers, their search begins online and on mobile.

However, when it comes to actually making a purchase, 51% prefer to buy in-store.

This number rises to 68% when examining U.S. shoppers of household appliances.

As a business, you can harness the power of m-commerce to convert people offline by creating omni-channel experiences for your customers.

Then, you can use tools like a Messenger chatbot to enhance the user experience while actually in the store.

When creating mobile ads for your e-commerce store, create copy and design that tells peoplemore about your brand.

The goal is to get them interested enough to visit your store.

Facebook ad options like Click-to-Messenger and the Store Visit Objective can enhance your m-commerce conversion strategy.

These mobile marketing tactics get people into direct communication with your business.

Then, you can track their conversion to determine what worked to get them from the digital world to your storefront.

2. Mobile Customers Defer to Other Customers for Shopping Decisions

People trust their peers when it comes to product reviews and purchasing decisions.

They will formulate their opinion on a brand mostly based on what others have to say about it.

For example, 84% of millenials say user-generated content – even that from strangers – impacts their purchasing decision.

So how does this translate to m-commerce?

Well, Instagram is essentially the hub of UGC.

When people see a post from someone they follow on this platform using a certain product, they’re more likely to buy it.

You can leverage Instagram videos and photos from users that display your brand in order to build loyalty and engagement.

In the same vein, 71% of mobile shoppers are more likely to make a purchase that is recommended by a peer.

This is what makes influencer marketing so impactful.

Partnering with an influential online personality can inspire the trust and motivation your mobile e-commerce strategy needs.

mobile ecommerce

3. Instagram Creates M-Commerce Communities

The photo-sharing platform boasts over 500 million daily active users.

This means there’s pretty much a hashtag for everything you can imagine.

Considering each hashtag can represent an interest, product, activity, or pretty much anything else, each are a representation of a shared belief.

The hashtag #sportscar, for example, had 3.5 million attributed posts in March-April 2017.

Through hashtags, commenting and sharing features, and more, Instagram fosters communities that can be harnessed by mobile advertisers for boosting brand awareness and sales.

To rally people around your brand, you can start using popular Instagram hashtags.

Also, create posts with the goal in mind of inspiring others.

For a clothing brand, this can look like a Boomerang Instagram video of a curated outfit.

For a food brand, it can be a recipe video.

In every vertical, Instagram users are looking to connect with others through visual content.

And often, the others they’re connecting with are brands.

80% of Instagram users follow a business on the platform.

As you grow your mobile e-commerce strategy, keep the community appeal of Instagram in mind as you create content that inspires, resonates, and engages.

4. Video Mobile Ads Are the Preferred Format

Video is the future of digital advertising, and mobile video is no exception.

By 2020, it is expected that 75% of mobile traffic will be video.

mobile ecommerce - video ad spend
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So why is this format so much more effective?

Consider that 90% of consumers state that a video helps them make a purchasing decision.

And that one-third of the entire time people spend online is spent watching video.

Consumers prefer m-commerce video because it’s more informative and engaging.

Video can also align people more closely with your brand by evoking certain emotions.

There’s no better platform that demonstrates this than Facebook.

Creating a great Facebook video ad for mobile can add a personal touch to your brand.

As a result, viewers can learn who you are, what you do, and why they should shop with you all with one piece of video content.

5. Shoppers Want to Connect With E-commerce Companies on Mobile Messenger Apps

In these days of mobile convenience and efficiency, people prefer to interact with brands using their favorite apps.

Facebook Messenger is the most popular platform in the U.S. to facilitate this communication.

The platform has over 1.2 billion monthly users, many of whom use it to talk to brands.

This is in large part due to the fact that millenials prefer messaging 8X more than face-to-face communication or talking on the phone.

Given that 67% of customers predict they’ll start messaging businesses

more frequently in the next two years, Messenger for m-commerce will only continue to grow in importance.

Using Messenger for your mobile e-commerce customer service strategy is one solution to consider.

Another, which we mentioned earlier, is to build a Messenger chatbot.

These tools aren’t just for customer service; they can lead to direct sales increases, too.

SnapTravel, for example, earned $1 million in hotel bookings since deploying their Facebook Messenger bot.

Using Messenger can drive your mobile advertising forward by reaching your audience how they prefer to be reached.

And these conversational interfaces offer greater convenience, efficiency, and cost-savings abilities than a traditional customer service team.

People are just as – if not more – motivated to shop on mobile as they are in stores or on desktop.

Tap into what drives them, and your m-commerce success will soar.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #72

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Growth Hacks:

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Growth Hack #1 – Three Ways to Win at Pinterest Ads:

These 3 proven methods will help you excel at Pinterest advertising:

1. Make your best organic Pins your paid Pins: The best Promoted Pins will be your top performing organic Pins. Use your analytics to determine which organic Pins deserve to be promoted.

2. Test variations on how you’re getting people to convert: Two distinct funnel methods to test against each other are Pinterest ad –> opt-in page –> email subscribe OR Pinterest ad –> purchase.

3. Keep each campaign to 1 Promoted Pin: Focus your campaign on a single ad, which will likely drive the most impressions anyway.

Source: 500 startups

Growth Hack #2 – Boost Engagement With Behavioral Targeting:

A recent Harvard Business Review study looked at 188 undergraduate students’ responses to a restaurant’s Groupon offer.

It revealed that people are more likely to engage with an ad that is targeted to them based on behavior, versus either by demographics or apparently not targeted at all.

Essentially, when consumers feel like an ad is meant just for them, they feel special. When they feel special, they’re more likely to engage.

Source: Harvard Business Review

Taktical Growth Hacks - UGC example

Growth Hack #3 – Increase Checkouts 24% With Instagram Photos:

Beauty company Vanity Planet A/B tested their product pages by adding Instagram photos.

The pages with customers’ Instagram photos outperformed those without.

The results?
24% more people reached checkout from the pages with the Instagram photos
– Vanity Planet earned an additional $8,900 in sales over 10 days.


In Depth Articles:

The Facebook Apocalypse is Here: What You Can Do to Survive

5 Critical Factors for Optimizing Luxury Ecommerce Sites


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How To Guides

How to Optimize Your Site for Voice SEO

We all know Google is the reigning champion of search engines.

The name has become a part of our everyday vernacular (“Just Google it”), and for good reason.

This search engine is by far the most widely used of all search platforms.

Just consider the fact that Google held over 75% of search engine market shares in 2017.

Additionally, it receives over 3.5 billion searches per day from desktop, mobile, and voice platforms.

As searching becomes easier, it’s only likely that the overall amount of searches will increase.

It’s a pretty easy guess, then, that the percentage of those searches being voice searches will increase as the use of voice assistants becomes second nature for younger generations.  

Additionally, as more consumer electronics and appliances make the transition to smart devices, the use of voice assistants will become even more common.

This is true even for older generations.

The time is near that people will use these devices in most day-to-day interactions, making them an invaluable part of all of our lives.

So, what does this mean for your business?

Well, as voice search comes to replace mobile or desktop, you need to consider what SEO for voice assistant searches will look like.

To help with optimizing your site for voice SEO, we’re picking the brain of Taktical’s Senior SEO Account Manager, DJ Crino.

She’s providing us with expert insights into what voice SEO is now, how to optimize for these platforms, and what the future of this strategy has in store.

The Current State of Voice Search

In 2016, 20% of Google’s mobile queries were voice searches.

It is predicted that by 2020, 50% of all searches will be voice.

The increasing frequency of use is also evident with the steady increase of late majority users.

These late adopters are starting to adapt to voice assistant search, and get more comfortable with using voice technology in public.

Already, 40% of adults use voice search once a day – a number which is only expected to continue to increase.

The results are showing this steady rise in voice search popularity, too.

According to Technavio, the voice recognition device market is expected to be a $601 million industry by 2019.

And when there’s an audience, there’s a reason for continued development and innovation.

Just look at Google’s AI backed speech recognition service: at this time, it is 95% accurate.

voice SEO - voice accuracy
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This represents a 20% increase since it’s earlier introduction in 2013.

As voice search becomes both more popular and accurate, businesses must consider how to integrate this platform into their marketing strategy.

An effective voice SEO plan begins with understanding which AI voice devices people are using.

It’s also important to identify how they are using voice assistant for search, and to perform what functions.

Preparing Your Business for Voice SEO

When launching an SEO strategy for voice assistant marketing, you should know where people are searching.

With desktop or mobile, you need to know if your audience is using Google or another search engine before optimizing.

When it comes to voice search, you should research if your audience relies on Apple’s Siri, Microsoft’s Cortana, Amazon’s Alexa, or another type of AI voice assistant.

Here’s a breakdown of current audience stats across the major AI voice devices:

Your audience may be different, however, so conduct your own analysis into their preferred platforms before launching your voice SEO strategy.

Then, you can consider how people use their voice AI for search, and optimize your content appropriately.

Why People Use Voice Assistant Search

In general, people use mobile voice search for speed.

In fact, 43% of mobile voice search users say it is quicker than going onto a website or using an app.

voice SEO: voice replaces typing
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This is likely why voice search is predicted to replace typing on both desktop and mobile platforms.

voice SEO: voice replaces typing on mobile
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Keep in mind, too, that people most often use voice assistant search when they’re at home or in the office alone.

However, where and with whom they use voice search clearly varies with age.

voice SEO: use voice search by age
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With this information, you can tailor your voice assistant SEO towards this audience appropriately.

The best way to research and prepare for voice search are as follows:

  1. Do your keyword research the way you would traditionally, and isolate verbose keywords and keywords in the form of questions.
  2. Do your own voice searches with the questions you found and take note of the kind of replies you get.
  3. When creating a piece of content for that search, structure your intro paragraph to answer similarly to what you heard, then try to narrow it down and make it more concise without sacrificing any valuable information.
  4. Draft the rest of the content the way you normally would (long form, lists, etc.).

The Essentials: Optimizing for Voice Assistant Search

The importance of SEO marketing cannot be overlooked for a business in any vertical.

Besides reaching consumers, search engines are also often the first line of communication with other brands.

On average, B2B brands do 12 searches before deciding to interact with a brand.

One of the most prominent places to appear in searches, whether they be conducted by consumers or businesses, is at “position 0”.

“Position 0”  refers to the area above ads and organic search results.  

Featured snippets, otherwise known as answer boxes, occupy this position in the SERPs.

Every SEO marketer knows that if you land a featured snippet on a high volume search term, then you’ve essentially struck gold.

This is due to the fact that even if you are ranked in position 1 in search results, you will earn less traffic when there is a featured snippet present: 26% when there is no featured snippet, versus approximately 19% when there is one.

So how does this all type back to voice SEO?

Well, voice search will be connected to featured snippets that occupy position 0

With 60% of searches occuring on mobile, and 20% of those being voice, you can count on it paying off to be featured in this top position.

Similarities Between Traditional and Voice SEO

There are certain traits that voice SEO and conventional mobile and desktop practices have in common.

For optimizing on voice assistant search platforms, consider the following best practices that are shared in common with “old-school” SEO:

  • Create robust and compelling content that answers common questions and pain points.
  • Conduct long tail keyword research for semantic search, as voice searches are more verbose.
  • Schema markup to clearly outline the data on the page in one consolidated snippet placed in the header, making it easier for Google to read.
  • Make your website and all content mobile optimized.

The Differences Between Traditional and Voice SEO

Considering voice assistants are an entirely new platform for people to conduct search, it’s no surprise they carry a few different SEO practices from desktop or mobile.

Just examining what people expect for the future of voice search provides interesting insights into these differences.

voice SEO: future of voice search
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Overwhelmingly, people prefer more direct answers in their voice search results.

As a result, the way you should approach your content creation and organization should also be different for best voice SEO practices.

When optimizing content for voice search brevity, context, and relevance are even more essential than when optimizing for desktop and mobile search.

This is due to the basic fact that people type in short tail, but speak in long tail.

Organization matters, too, in order to meet the expectations of users of voice search.

Put the questions people are speaking when searching into the headline as the <H1>.

Answer that question immediately after the headline, expressed clearly and accurately, in less than 100 words.

Then, you can provide extra detail and explanation in the article copy below the answer.

It’s Time to Leave Desktop and Mobile Behind for Voice SEO

Voice assistants are the future of search.

This is clear from both rising adoption rates and rapid development of new AI voice platforms.

In order to adapt to voice search, you need to formulate a voice SEO strategy.

The essential elements of effective voice SEO address the way in which people speak to conduct searches.

Once you’ve conquered how to adapt your site to how users search on voice platforms, you’ll soar ahead of the competition as you appear to your customers on the platforms they’re actually using.

While at one time, it was essential to transition your SEO strategy to mobile devices, now the platform of focus is voice assistants.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #71

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Growth Hacks:

Taktical Growth Hacks - Twitter logo

Growth Hack #1 – Use Twitter to Raise Over $1 Million:

So a couple of guys launched a Kickstarter campaign for a new smartwatch and took to Twitter to find people interested in what they were offering right now.

To stand out in this saturated platform, they:

1. Entered different keywords relating to the smartwatch market onto Twitter
2. Switched to the “Live” tab (example)
3. Asked users if they would back their Kickstarter and attached a link directly to the campaign

By the end of the campaign they raised $1,613,874.

Take a look at their tweets here.


Growth Hack #2 – Increase Instagram Engagement 23% With Lucky #7:

At a recent conference, there was a study released of how brands use hashtags on Instagram.

It looked at 150,000 posts and revealed the magic number of hashtags per post that generate the most engagement:

Posts with 7 hashtags were the most successful, and boosted engagement +23%.

Here are the rest of the findings:
– 1 hashtag: +2%
– 2 hashtags: +2.6%
– 3 hashtags: +6%
– 4 hashtags: +8.9%
– 5 hashtags: +12%
– 6 hashtags: +17.5%
– 8 hashtags: +21.4%
– 9 hashtags: +6.5%


Taktical Growth Hacks - pop-up ad image

Growth Hack #3 – Improve Your SEO by Abandoning Pop Ups:

Very few website visitors like a pop up ad. As a result, your SEO could take a serious ding.

Here’s how the domino effect plays out:
– A bad ad on a site = poor user experience.
– Poor user experience = penalty from Google.

If you’re using pop-up ads, takeovers, or interstitials on your website or somewhere else, your ranking ing the SERPs will fall.

Avoid this entirely by abandoning the pop up ad strategy and instead implement some tried and true SEO tactics.

In Depth Articles:

Case Study: How Brize Growth Hacked 800% More Leads for a Client, Then Automated the Sales Process to Close More Deals

A tactical guide to creating emotional connections with your customers


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Small talk

With Mobile CPC On the Rise, These are the Top Mobile Ad Trends to Expect in 2018

The results are in: mobile CPC rose 25% in Q4 2017 compared with the same time a year ago.

Budgets dedicated to mobile search also surpassed desktop search at the end of last year, earning 53%of total search share.

What both of these facts indicate is that mobile is on the rise now more than ever.

For PPC marketers, this means focusing even more resources on mobile advertising.

Additionally, it means fully optimizing digital marketing campaigns for reaching mobile audiences.

In order to create a truly mobile-first ad campaign, you need to be aware of the mobile advertising trends set to define 2018.

With an understanding of where the future of advertising on mobile devices is heading, you can better design, deploy, and optimize your digital advertising.

Let’s dive in and take a look at the top four mobile ad trends of 2018.

1. Mobile Advertising Won’t Topple the Duopoly, But Will Threaten It

Mobile advertising has set the stage to threaten the Google-Facebook duopoly in 2018.

The two behemoths took a few hits in 2017 that could allow for the rise of new mobile ad platforms:

mobile ad trends - Google

With Google and Facebook both showing chinks in their armor, it provides smaller (for now) players in the mobile ad game to rise to the occasion.

One of the major digital marketing platforms making such a move is Amazon.

Amazon marketing has seen a drastic increase in popularity and revenue in the past year as the go-to platform for advertisers.

To attest to this, their recent fourth quarter earning report showed a 60% increase in ad revenue compared to the year before.

This massive surge indicates that Amazon is the company to watch for mobile advertisers.

Other players set to take the stage in the mobile ad world as the duopoly continues to destabilize include:

2. Mobile Ads Will Drive In-Store Conversions for the Ultimate Omnichannel Experience

Online retail sales are growing about 10% every year.

And 78% of Millenials (18-29 years old) said they prefer browsing online to in stores.

However, a recent survey revealed that a majority of U.S. shoppers prefer to make their purchases in store.

mobil ad trends - digital shopping
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This is especially true of big-ticket items, like automobiles and jewelry.

The best way for you to handle the gap between browsing and converting online is to offer customers an omnichannel experience.

By bridging the gap between the mobile and physical worlds, consumers are more likely to complete their sale.

A successful cross-channel marketing strategy combines compelling mobile advertising, a well-designed website, and an engaging in-store shopping experience.

Reach people on the web, build a retail mobile app, chat with them using a messenger chatbot, and establish yourself on other digital platforms.

Having a greater presence online means your brand has a better chance of driving in-store sales from every channel your audience prefers.

3. Direct Programmatic Mobile Marketing Will Replace RTB

Given the many brand safety concerns of 2017 on the major digital marketing platforms, you should be looking for a solution to real-time bidding, or RTB.

One of the most popular and growing options is direct programmatic advertising.

RTB makes you susceptible to appearing next to ill-advised content or even ad fraud.

Programmatic direct, meanwhile, is a faster-paced option.

Its appeal is that this faster pace then often leads to higher-quality ad placements and avoids the major problems associated with RTB.

This option is already proving itself popular amongst digital and mobile advertisers.

Recent estimates indicate that programmatic direct will represent 56% of total programmatic display spending this year.

Meanwhile, only 44% of display ads will be bought programmatically through RTB.

With programmatic advertising becoming the default option for advertising on mobile devices and across all digital platforms, it’s time you became savvy to a direct programmatic strategy.

4. Personalization is the Mobile Ad Trend You Can’t Ignore

Mobile advertising has made acquiring user data all the more accessible and feasible.

As a result, you will have a greater ability to personalize your ads in 2018 than ever before.

And personalization is key to success.

A recent survey revealed that 71%of consumers prefer a personalized advertising experience.

Additionally, people were twice as likely to click through a mobile ad if it was clearly relevant to them.

There are three main reasons why people crave personalization in mobile advertising:

  • Instills an increased perception of control over their digital experiences
  • Provides them with a greater sense of choice
  • Reduces content and information overload

Online fashion company, Gilt, provides a great example of cross-platform personalization in action.

mobile ad trends - Gilt
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Their “Your Personal Sale” page is a curated feature of flash sale items the company has compiled based on user behavior and browsing and purchasing history.

Gilt distributes this content both on their mobile app and website.

In doing so, they’re making the personalized experience even more accessible to its users.

By partnering with a first-party data owner, you can use their tools and information to reach your audience in the manner they prefer.

Additionally, ad tech firms are coming together in a consortium to provide companies with access to their data and encourage more opportunities for targeting and personalization.

It’s Time to Optimize Your Mobile Marketing Strategy

Consider the mobile ad trends above as you formulate your marketing strategy for 2018.

Keeping on top of the latest trends, techniques, and tools will allow you to maximize even more marketing opportunities and drive your brand’s growth forward this year.

With mobile CPC continuing its rise, advertising on mobile is where the future of marketing is heading.

It’s also where you can earn your greatest profits.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #70

Get the Latest Growth Hacks and More Insights Delivered Each Week: Sign Up Here.

Growth Hacks:

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Growth Hack #1 – Improve Your B2B Marketing Strategy With In-Person Events:

The Content Marketing Institute and MarketingProfs surveyed 1,820 B2B marketers about their preferred tactics.

Of the top 10 strategies identified, 69% said in-person events were the most effective.

Meanwhile, 64% listed webinars/webcasts as their top strategy.

Here’s the rest of the list:

3. Videos: 60%
4. Blogs: 60%
5. Case Studies: 58%
6. White Papers: 58%
7. Research Reports: 58%
8. eNewsletters: 58%
9. eBooks: 55%
10. Microsites: 54%


Growth Hack #2 – Increase Engagement Over 5% on Instagram Using the Right Filter:

TrackMaven took a deep dive into Instagram filters to figure out which are the most successful at boosting engagement.

Of the 6 million Instagram posts they analyzed, here’s the top 5 list of filters:

1. Hefe: +5.6%
2. Lo-fi: +5.2%
3. Brannan: +5.1%
4. Nashville: +5.0%
5. Kelvin: +4.5%


Taktical Growth Hacks - telephone

Growth Hack #3 – Increase Conversions 15X on Your Google Ads By Adding a Phone Number:

A survey conducted by Ipsos revealed that 70% of mobile users call directly from Google search results.

By eliminating a step along the funnel, click-to-call leads convert 15.5 times better than web leads.

And, clicks on your phone number are the same cost as headline clicks on Google.

What are you waiting for? Here’s how to add phone numbers to your ads.


In Depth Articles:

Niche SEO Case Study: The Not-Skyscraper Method Ian Kerins Used to Drive 1.8 Million Unique Visitors to His Blog

The Complete Guide to A/B Testing: Expert Tips from Google, HubSpot and More


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