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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?

David Moth

Published 2 May, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1683 more posts from this author

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Tom

There really is no excuse for it. I was amazed that PayPal don't have a mobile site. They do have an app, but it doesn't cover things like password resets.

I had to give up a purchase this morning after sopending 10 minutes trying to navigate forms and capachas on the small screen

over 3 years ago

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Edwin Lap

The mobile adoption is similar to when people had to move from yellow pages to a simple website - you had a hard time convincing people, in particular small business owners.

Technology is also moving at such rapid pace that people are not willing to invest into Mobile.

What is interesting are the stats on increasing mobile conversion rates. I don't see a simplified checkout process, which would increase conversions rate tremendously IF someone can come up a solution other than paypal or amazon payments.

over 3 years ago

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David Shaw

I don't like the way that these numbers are presented as it can be a little misleading.

I prefer to measure the difference in mobile vs desktop conversion rate to get a clearer idea of how a website is under-performing on the mobile platform.

Our conversion rate on mobile is 18.5%, that sounds great on the scale used here, however it is 40% below that of our desktop visitors which actually makes it relatively bad.

It would be interesting to see the graph as a comparison of peoples mobile vs desktop traffic to judge how big the problem really is.

over 3 years ago

Pete Williams

Pete Williams, Managing Director at Gibe Digital

We are seeing every new client request mobile, tablet optimisation without really understanding what they need. I suspect that apps are becoming less important to marketing teams as mobile sites manage retail just as well in some cases as an app (I'm sure app developers will say otherwise but the difference is definitely reducing). I've pulled some historic and current statistics together on this subject in the blog http://www.gibedigital.com/blog/apps-vs-mobile-sites-which-best-your-retail-business

over 3 years ago

Andy Headington

Andy Headington, CEO at Adido LimitedSmall Business

Interesting report. From our many businesses are still behind the curve when it comes to mobile. For the B2B world there are exceptions where mobile isn't quite so important due to audiences but in most cases, whether B2B or B2C there is still a lot of work to be done by businesses to be mobile ready. All the stats stack up but the lack of investment isn't coming through to take advantage of them.

over 3 years ago

Jasper Bell

Jasper Bell, Strategy Consultant at AmazeEnterprise

Having spoken at a Internet World about this topic I concur with this report - just 12% of our audience said they had a mobile optimised site or app.

Mobile is clearly a land of confusion for many businesses - we see the magpies (attracted to shiny new toys) rushing to develop apps and mobile solutions without having done proper due diligence on audience or business need and the procrastinators who yet to take the first step.

Recent press interest in showrooming also highlights the importance of developing a mobile strategy, whether you are enabling people to use your site or app on a smart phone to conduct research or simply improve your visibility across relevant earned or paid mobile spaces, businesses need a presence.

over 3 years ago

Marcus Fergusson

Marcus Fergusson, Research Director at Investis

These are fascinating statistics. It's most surprising, as you say, because the uptake of mobile and more importantly, access from mobile devices to websites, has shot up so dramatically.

The corporate world is a similar picture; there's still a long way to go on mobile uptake. Having said that, we've found that 31 companies on the FTSE100 have either a responsive design site or a dedicated mobile site. A further 17 don't have a mobile site, but do have an app, meaning 48 companies have some form of mobile solution. Admittedly, these are the biggest companies in the UK, but it's interesting to note that corporate communicators are outperforming their commercial counterparts (48% to 45%).

Our latest publication on Mobile might provide some useful perspective - you can download it from here page: http://www1.investis.com/our-news-and-views/newsletter-and-publications-subscribe.aspx

over 3 years ago

Angus Phillipson

Angus Phillipson, Director at Byte9

Hi David,

We've been experiencing up-to 60% traffic from mobile on retail sites. For one retail brand that was almost exclusively in (physical) store traffic. This is currently a huge wasted opportunity for site owners.

I would argue that a mobile 'site', or 'app' is not the appropriate approach in almost all cases though. You risk added expense, technology silos, duplication issues, authoring issues, support issues etc if you took either approach.

For me the answer is responsive web design and adaptive content - where a single design solution degrades gracefully to an optimised mobile experience. That is the 'one size fits all' all approach.

HTML5, CSS3 Jquery etc(and mobile web development techniques and other tools) allow you to create very rich 'app' like experiences should you require, but also remain within one (web) technology stack - and use a cost effective web standards based approach.

We wrote a piece on the 7 key benefits of Responsive Web Design for business recently, which was featured on Chinwag

http://www.thebyte9.com/news/responsive-web-design-what-can-it-do-for-your-business

I hope you find it interesting and informative and look forward to thoughts

angus

over 3 years ago

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Deri Jones, CEO at SciVisum.co.uk

Mobile awareness is indeed patchy - but in the arena of site performance in terms of page speed for users, I am seeing more clients request our Android monitoring.

So there is recognition from some, that there is more to this than desk vs tablet vs mobile: that mobile covers a huge range of screen sizes itself.

over 3 years ago

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Dee Roche

It is amazing (and worrying) that so many businesses don’t yet support the mobile channel. As you say whether you go for an app or mobile optimised website depends on business needs, but now is the time to create the strategy before you are sidelined by the mobile revolution. There’s some useful advice from Gartner on getting started in this recent Eptica blog post http://eptica.wordpress.com/2013/04/19/the-mobile-customer-service-shift/

over 3 years ago

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Bill Clay, Global App Consultant at Apps Revolution

Really any argument is over Mobile makes no sense, the cost of any Mobile platform, whether its a Mobile Website, Mobile App, SMS, Mobile Ads,QR code, Push Notification or any other new technology is completely necessary and relevant for any small or large business. Companies spent thousands a month on other forms of marketing that have gone away... like print . The cost of mobile marketing is pennies compared to any other form of marketing for the buck. There are 1.4 Billion smartphone users in the world. Why would anyone with a brain not take advantage of that?

over 2 years ago

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