Google just announced that it has redesigned its Google Shopping User Interface (UI) on mobile devices. The new UI was designed to help shoppers discover the products they’ll want to buy – as around 40% of searches are on broad terms.
Google’s main interest – beyond presenting relevant results to shoppers – is to fight Amazons predominant position in product research on the long term. On the short and mid term, mobile devices are the biggest growth drivers for searches on Google – yet mobile CPCs remain below their desktop counterparts.
To increase mobile CPCs, Google needs advertisers to compete more fiercely on mobile impressions. Google’s mobile buy button aimed to improve mobile conversion rates and thus making mobile advertising measurably more attractive for online players.
Yet there remains a huge potential to unlock. With the release of their new Shopping insights tool, Google disclosed that although 87 percent of shoppers in the US research products online, but the majority—92 percent—of purchases are still done at brick-and-mortar stores. The new Shopping UI tries to unleash that potential by showing maps of stores nearby that have the searched goods in stock.
Google aims to keep mobile shoppers longer on the Google SERP by supporting them not only in the lower funnel (when they already know they want) – but also in the upper- and mid funnels, a place where Amazon is traditionally strong. Additionally, it aims to strengthen competition on mobile devices amongst advertisers, be they pure online players or bricks-and-mortar stores, to drive higher CPCs.