With the busy holiday season fast approaching, ecommerce companies are increasingly focused on optimizing their mobile websites, and for good reason - it can make or break a conversion from taking place.

A new report by Google is shining a light on how customers use mobile search to influence their purchasing decisions. Here are a few takeaways:

• 76% of mobile shoppers have changed their mind about which retailer or brand to buy from after searching on Google.
• 64% of smartphone shoppers turn to mobile search for ideas about what to buy before heading to a store.
• Last holiday season, “best gift” mobile searches grew 70% year-over-year while mobile searches related to cheap or inexpensive gifts grew by about 35%
• 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches results in a purchase.

As significant ecommerce dates like American Thanksgiving, Black Friday and Cyber Monday draw closer, online retailers need to make a continued effort to ensure their site is providing an exceptional user experience, which is especially the case for your checkout pages.

You can read Google’s full report here.