Search Engine Land recently published an article that features some interesting statistics that show what the current state of mobile usage is like and just how many consumers are using smartphones and tablets these days. While these statistics apply to businesses in general across many industries, they can definitely be applied to the legal industry and give your law firm some direction from a marketing standpoint. Let’s now touch on three of the key mobile usage stats that were mentioned.
1) Shopping-Related Searches
According to research, “shopping-related searches on mobile have grown more than 120% year over year and are fast approaching those on desktop.” This is a staggering level of growth — and it’s reasonable to expect that this pattern is only going to continue. And at this rate, it’s conceivable that mobile searches could actually outweigh traditional desktop searches within the next five years or so. If you’ve already invested time and money into creating a mobile-friendly experience where leads and clients can conveniently access your site on mobile, you should be in good shape. Otherwise, if you’re behind the times and your site lacks mobile-friendliness, then you’re almost assuredly losing out on business — and it’s only going to get worse in the future.
2) Online Transactions
Another interesting stat comes from the personalized retargeting company, Criteo, which states that “four in 10 transactions now involve multiple devices.” This shows that not only are consumers performing searches on mobile devices, — many are completing transactions on them as well. For this reason, it’s becoming increasingly important to simplify payment processing for clients and ensure that they can make payments using their mobile devices. One of the top services that you should check out if you haven’t already done so is LawPay. This is a credit card processor that’s similar to other platforms like PayPal and Square, but is specifically designed for attorneys. It can give your clients the convenience they want while ensuring that financial information remains secure.
3) Paid Advertising
Finally, Search Engine Land reports that “phones produced 27% of paid search clicks in Q3 of 2015, up from 20% a year earlier.” With nearly a third of paid search clicks coming from mobile devices, this shows that it already takes up a considerable chunk of PPC (pay per click) advertising and could continue to increase in the future. If your law firm uses PPC as a primary means of generating leads and acquiring new clients, then you’ll probably want to put your attention on mobile paid search. Unlike traditional PPC that’s geared toward desktop users, mobile paid search involves utilizing slightly different strategies such as targeting shorter queries that people can quickly find on their mobile device and striving to reach one of the top positions because people are less likely to scroll down. If you need more guidance on this topic, this article can be a big help for getting started.
There’s no denying that mobile devices are playing a bigger and bigger role in the approach that lawyers take to legal marketing. By paying attention to these mobile usage stats, you’ll know if you need to address any aspects of your marketing campaign so that you can stay ahead of the curve.
Latest posts by Nick Mann (see all)
- How Social Responsibility Can Increase Your Law Firm’s Perceived Value - February 20, 2019
- What Motivates Users to Engage with Social Media Content? - February 18, 2019
- What Visitors Want Most in Website Usability - February 13, 2019