by samGoogle recently confirmed the addition of the “Buy Now” button in its mobile search results. This feature will allow users to buy instantly through mobile devices without getting redirected to a different website. The button will appear on Google’s paid product listings — Google Shopping.
Impact on digital marketing
Convenience and enhanced online experience are two advantages of the “Buy Now” button for consumers. But what does it do for businesses and digital marketing?
The addition of the “Buy Now” button comes with benefits and implications for businesses and digital marketing.
The ‘Buy Now’ button can increase your conversion rates due to its benefits on consumers and essentially, the data that will be available for marketers. These data are generated by Google tracking programs such as Google Analytics that assist marketers in creating effective digital marketing campaigns. On the downside, the traffic rate into retailers’ websites will be negatively affected as purchasing can be done completely and instantly within Google Shopping feed. This also means that lead generation may be affected as customer data will solely be available to Google.
Recently, Google announced a few updates on the specifications of Google Shopping Feed. This includes the addition of a ‘Detailed Product Attributes and Item Groupings’ section that will help online retailers create better content, such as a detailed product description that will stand out to possible customers.
Google’s buy now button is a reminder of the increasing importance of mobile optimisation in digital marketing today. To increase conversion rates, you must create incredible online user experience, meaning you need to have a mobile-friendly website in order to maximise the opportunity to convert mobile users looking to make a purchase instantly and as consumer reliance on mobile devices increases.
It is expected that Google’s “Buy Now” button will change the digital marketing game of businesses online; buy hey, time will tell!
Well, there you have it. What do you think? Get in touch to discuss your digital marketing strategy – 01223 789252
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