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Despite the massive growth in mobile traffic over the past two years almost half (45%) of businesses still don’t have a mobile-optimized site or app, according to a new report from Adobe.
Only 7% have built mobile apps and around a fifth (21%) have implemented both a mobile-optimized site and a mobile app.
There is no one-size-fits-all strategy for mobile and organizations need to devise their approach based on their business needs, but even so it’s surprising that so many are still relying solely on a desktop site.
The Adobe 2013 Digital Marketing Optimization Survey, with analysis carried out by Econsultancy, received global responses from more than 1,800 digital marketers across North America, Europe and Asia.
It explores the key areas in which digital marketers need to excel to ensure success, including mobile, social, personalization and customer experience.
Separate data included in the Econsultancy/Adobe Quarterly Digital Intelligence Briefing shows that while mobile optimization is an exciting opportunity for 43% of the companies surveyed, only 30% consider it a top priority in 2013.
Mobile conversion rates
Adobe’s report also shows that average conversion rates are below 1% for more than half (57%) of companies, including 41% who say they are below 0.5%.
However, further interrogation of the data shows that companies investing in mobile-optimized sites are three times more likely to achieve mobile conversion rates of 5% or above than those who rely on desktop sites.
Furthermore, those who use both a mobile-optimized site and a mobile app are experiencing even higher levels of conversion.
What is your average mobile conversion rate?
Tactics for increasing mobile conversions
Finally, the survey also investigated how effective different mobile tactics are for increasing conversion rates.
Only a quarter (24%) of respondents believe that a mobile-optimized site is a ‘very effective’ method of improving conversions.
In comparison, 40% said that check-in rewards are very effective while a third of respondents (34%) said the same of advertising promotions, barcoded coupons and QR codes.
It’s interesting to note that the top two answers both relate to offline media, which suggests that conversion rates are highest when mobile is used as one part of a multichannel retail strategy.
How effective are these mobile tactics for increasing conversion rates?