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What Retailers Can Do to Prepare for a Surge in Mobile Searches

by Christopher O'Connell December 22, 2017

Perhaps more than anyone else, eCommerce teams understand and appreciate the role that mobile versions of their websites play in converting views into offline intent. This Christmas, the team at Brickwork anticipates nearly 70% of site traffic to come from mobile, meaning that even the most seasoned of retailers will want to prepare for a busy winter.

Almost 70 Percent of Traffic to Come from Mobile

The Brickwork team put together some statistics to make this holiday a success for eCommerce businesses everywhere. On any given day of the week, around 60% of eCommerce site traffic comes from mobile users; on December 26th, however, we anticipate around 69% (similar to last year’s 69.11 percent) of store page and locator traffic to come from mobile users. Note that the “mobile” category here strictly pertains to smartphone use, not tablets.

This means that people will be on their phones checking store hours, using the store locator, and running local searches through eCommerce website, making it incredibly important for all website mobile data to be up to date with the latest search optimization and store location data. As long as eCommerce sites are optimized for mobile traffic and can handle the additional bandwidth over the holidays, this year will be a successful one.

Convert Mobile Views into Offline Intent

This holiday season, getting mobile users off the website and into physical store locations is the name of the game. To that end, retailers should be sure to double-check that the mobile store locator is updated and working properly; equally important is ensuring that the website is set up for “near me” searches, as functional location data is pivotal in getting customers into the correct venue on time and in a good mood.

With website optimization and updating out of the way, stores will want to prepare for a busy day of retail. Our team assembled a list of things to keep in mind for Boxing Day, so check out our statistics on this year’s Boxing Day traffic—retailers can expect plenty of customers on December 26th provided that all of their website’s location information is correct, but going the extra mile and holding in-store events will keep them busy and returning for more.

As Christmas and the accompanying retail mayhem draw near, it’s important to take care of the most consistent traffic there is: mobile. For more information about how Brickwork can help make this holiday season a successful one, book a free demo today and find out why brands like Nike and Bonobos choose Brickwork software.