Do People Search For Financial Advice On Their Desktop Or Mobile?
Short answer, both and every website is different, every financial service is different!
I talk you through the % of mobile users on some of our websites and some Google data too.
You’ll also learn how to check if people are visiting your website on mobile too.
Hello and welcome back to the Advisers Assemble Podcast and Inbetweenysode, and it is all about mobile users. In fact, this kind of short episode is going to be basically kind of get leads from mobile users on my website. Short answer, yes. But I’m going to run you through some stats and things on that, because a lot of the time people ask questions like, oh, how many people are searching on mobile compared to desktop? There’s lots of stuff flying around.
That mobile is going to overtake an or already has, etc.. I’m just going to go through some hard facts and how that is actually differs from website to website, because you may or may not know that we manage quite a few websites for our clients or agency cards and there is no sort of hard, fast rule. So I’ve got some I’m not going to name names and I’m going to keep it completely anonymous. But I’ll kind of say a website, a this is a data here, etc.
So I’m going to give you a bit of data. I’m also going to tell you Google and Google ads you can search and it can tell you how many people are searching on particular keywords like mortgage advice, mortgage broker, etc. and it can split that out between how many people are searching on mobile, etc.. So I’m going to give you a lot of data and also I’m going to kick off just kind of show you because of the disparity between all our clients, actually, just look at what you’re doing.
They just listen to what everyone else is saying. Look at what’s going on with your website and make changes, if any, based on your own data. So if you’ve got Google Analytics installed, which I hope you have, if you haven’t, you’ll probably need to wait until you get that installed. Obviously, there’s plenty to be like a million tutorials, but basically you just need to set the account, get a bit of code, stick it on every page of your website, which normally is part of a template that you will need to build up a bit of data, about a month’s worth at least.
But if you’ve got installed, you had to install for a while, go into Google Analytics, choose your date period on the top. Right. So maybe just select the last month and then on the left hand when you’ve got an audience and then look a bit further down, click on mobile and then you got a mobile overview and that will tell you sort of how many people are on desktop, mobile phone or tablet. And then underneath the mobile overview, you can look at the breakdown of devices as a link to, say, devices, and it will sort of show you what sort of phone devices and tablets people are on.
Now, Google owns Android, and when you do break down those devices, it will group iPhone into kind of one big segment almost. It does have some it can identify some models, but a lot of it is grouped into one. So when you kind of see iPhone will normally have the most numbers because they’ve grouped in a lot of iPhones, but then they will have like Samsung Galaxy s 10 s 10 light Samsung Galaxy nine because because it is using a Google owned Android software, it can easily identify which exact phone is using in more detail, if that kind of makes sense.
So don’t think I’m about iPhones. That about so many users that normally is around can be around 50 percent. But that’s just one thing to know. But will go into that. Right. Okay, so I’ve picked out some keywords here, some search terms, and I’ve gone on Google ads and it’s going to tell me what percentage are searching on their mobile, tablet and desktop. So I went into Google and the keyword planet and NHS mortgage. So it has NHS mortgage itself, which has got a seven hundred and twenty searches a month, but also the variations, like best mortgages for NHS staff, mortgages for NHS staff, NHS mortgage discount, NHS mortgage adviser, propellor, all the NHS and mortgage and all the associated terms.
So it is about sixteen hundred and forty on average that Googs picked out and it’s saying seventy two point six percent of those are on a mobile, three point one percent on a tablet, twenty four point three percent on desktop. Interesting. So it’s saying three, almost three quarters of people searching on their mobile for NHS mortgage. We go to contract mortgages or any different. So mobile thirty four point four percent, tablet one point five and desktop sixty four point one.
So pretty much almost the other way round. So almost two thirds on desktop and a third, just over a third on mobile. Very interesting. And then in total, that was Alfi over five and a half thousand searches. So you got contracts and mortgage contracts, mortgage Halifax contracts, Mojie, et cetera. So taking those five and half thousand monthly on average and putting out those percentages, self-employed, mortgage, mobile, fifty six percent, up 40 percent.
So 60 40 on their tablet, three point one, obviously, and that’s taking around twenty three thousand searches against self-employed self mortgages or self-employed mortgage broker always actually pulled in some of the contracted terms there as well.
But it’s taking those averages from twenty three thousand equity release, which would be an interesting one. I think people assume that people over 55 won’t search on the mobile that’s got the highest tablet actually use a tablet for activities at 11 per. Seven mobile, forty six point four desktop, forty one point nine, and that’s taking around the averages from ninety thousand searches a month relating to equity release, life insurance tablet five point seven mobile fifty nine point four, desktop thirty four point nine to more on mobile Lovejoy’s.
That’s taking on average from three hundred twenty thousand such not a lot of people searching for life insurance. Pension Review Mobile forty eight tablet nine point two. Desktop forty two point eight. And then for financial adviser. Oh sorry. So sorry. Pension review. There’s around eight thousand searches a month that’s taken that from financial adviser. Eighty one thousand searches related financial advisor mobile. Forty percent desktop fifty three tablet four point nine. So it does differ depending on the product.
And then the really interesting one was the for me was the equity release, the the amount of people on on mobile for that. It was quite interesting. So there’s no sort of hard and fast rule. So you’ve got each product, there’s differentiating amounts of searches on different devices, obviously, like the contractor mortgages. When you think especially I always go straight to like it. Contractors and I think may be more on mobile, but you have a high percentage on desktop.
Okay. So and then some interesting data from some of our client websites are obviously completely anonymous. And we got our first one here they are Broca. They do all sorts of things. They don’t need down on anything specific. And let’s have a look. So the percentage of users on desktop was fifty four percent, mobile. Forty four percent. And then what was interesting was that the desktop users spent longer on the website. So on this particular one, on the average session duration was one minute thirty eight seconds and on mobile only fifty five seconds.
And then desktop users clicked on more pages on average over to mobile just under two. And so this is taken over two months. So this data was between July and August. Twenty twenty. So in terms of leads, the conversion rate on desktop was four point four nine but higher on mobile. So interesting that mobile traffic converted more. So slightly more traffic on desktop then was mobile. The desktop people were more sort of interacting, moving around, et cetera, and seemed to be more engaged.
But higher rate of the mobile users converted, which is interesting. So and then we look at the breakdown that there was iPhone users. Sixty percent of the users of the mobile users came on an Apple iPhone. Forty percent on whether it be tablets or Android phones. And then the conversion rate for the iPhone was four point two. So interesting. And then if we’ll take another website, we have almost 50 50 between mobile and desktop. So. Forty eight percent on mobile desktop, the slightly longer time spent on the website, on mobile than on desktop, on this particular one.
And then the conversion rate was higher on desktop, the mobile. So again, almost the opposite to the other site. Before, again, iPhone users were the highest users and the conversion rate was sixty two percent of Leeds leads on mobile came from iPhone users on that website. Okay, so nearly 50 50 on this third website in terms of mobile and desktop had slightly longer in terms of people spending slightly longer on the website, but the conversion rate was much higher.
So six percent conversion rate on mobile. Kimmett three point seventy. I mean, really good conversion rates and a tablet was a seven point six percent conversion rate. So the average mortgage website that we see that we’ve not built converts are like one percent. So very good there. Again, high number of sixty six percent of mobile users come from iPhone and the conversion rate on iPhone was seven point eight percent. Again, that’s quite high. Okay, so we got another website here.
This is a this is a niche. So this particular website works on the one mortgage product only and mobile users were almost 70 percent came from mobile and the conversion rate on mobile, seven point seven percent higher conversion rate desktop was twenty seven percent of users. So the screen is a little bit far away from my friend. My eyes are struggling. Two seconds. Yeah. So mobile users. Sixty nine percent. Twenty seven percent of desktop and two point five percent on tablet.
Most amount of leads by far came from mobile conversion rate seven point seven percent, desktop converted three point six to interesting and fifty five percent of the mobile users came from an Apple iPhone. OK, now they sort of mortgage website, no particular niche here or fifty two percent on mobile. Forty five and desktop. Two point eight percent on desktop conversion rate, higher on mobile than is on desktop, and 53 percent of mobile users on iPhone. And then we’ve got the last example.
We’ve got desktop users here on this one. Fifty nine percent mobile, 37 conversion rate higher on mobile than it is on desktop. And 57 percent of mobile users on iPhones, it seems like. And then the conversion rate on iPhone was actually not as high or it’s not some of the Android convert here. But I suppose what I wanted to share with you is, what, five, five, six websites say that there’s no kind of hard and fast rule.
Some of them have slightly more visitors and mobile, some slightly less. It seems that mobile converts a little bit quicker. And then just to make you aware that none of those and what I mean by conversion is an inquiry, a submitting a form giving name, phone number, message and asking for a callback on those. What I’m not taking into account there is how many people called in. So wannabee we’ve got some new phone tracking software will be able to find out how many people call off the back of seeing the website on a desktop in mobile.
I’ll fill you in with those details as we get them. And also, we’ve already found a bit of information on how people interact, like how many pages to people go on before they make a phone call, et cetera. So we’re having that coming out soon. And then with because we’re seeing that high, higher conversion rates a lot of the time on mobile, we’re working on some products which include Google has a project called AMPE, which are accelerated mobile pages, really kind of stripped back versions, mobile versions of desktop websites, if that makes sense, where we’re working with the clients at minute.
So cherrypicking some pages and creating an AMP page from it to see if that increases. Visitors buy because it’s a Google project and we know that they kraul mobile versions first, that we’ve got really fast mobile pages using this AMP format.
Can we get higher rankings and more traffic? And as we know that people are converting more mobile, much more leads as well. If all that works illogically, logic dictates, yes, it will, and that’s exactly why we’re doing it. But sometimes things don’t always work to plan. So that’s a new project working at the moment. Hopefully in the next few months on the data that we get back from there and whether you should be looking at AMP pages, hopefully found that insightful.
I’ve given you loads of stats and loads of percentages and things like that. But what I suppose I want to make clear is these were all similar websites. It was only one of those which was a super niche website, but they all had different number of mobile. Is there some of them have more on their symptoms, such as the point of really want to make is going right back to the beginning. Just have a look at your own visitors.
How many of them are on mobile, how many on desktop? Is there a big difference between the conversion rate? If you’ve got your goal set up in analytics, I hope you have. If not there, there’ll be plenty tutorials online and that will tell you where people are converting on your forms, etc.. And it’s really hard for me to give you advice on this podcast because there’s quite a lot of people listening, a lot of people in different areas of financial services that I suppose what I want you to do is have a look at your own site.
Don’t just take what an expert says is the golden rule, because there really isn’t one. It will depend on your website what people are doing for what you’re looking for, if that going to make sense. Hopefully I’ve not bamboozled you. I found it kind of interesting. Let me know if you did and I’ll speak to you next time on another in between. He said when this one looks quite long, I’ve gone 60 minutes, but speed usage is by.
Case Study - Quadruple The Visitors
Before launching their new mortgage website it was actually getting quite a lot of traffic 2222 visitors per month but only converting 2.11% into a lead.
In 6 months our team has quadrupled the visitors from Google (No paid traffic) and nearly doubled the rate at which people enquire for help.
Going from 47 leads per month to 175.