Despite the rapid growth in popularity of mobile internet use – most smartphone users access websites and 33% make purchases on it (according to EPiServer*) - over two-thirds of companies (70%) have not yet optimised their websites for mobile. And more than 8 in 10 (84%) are not designing marketing emails for mobile.
These are findings from the latest RedEye and Econsultancy Conversion Rate Optimization Report 2011, based on a survey of more than 700 client-side and agency digital marketers.
The report highlights that mobile should play a key role in retaining customers online. Given that just 25% of marketers say they are satisfied with online conversion rates, tablets and phones should not be ignored in mobile conversion strategies - and will even help to boost conversion overall.
It is so easy for brands to damage their online reputation and ignoring customers viewing on mobiles and tablets can be off-putting and potentially impact engagement, particularly in highly competitive marketplaces.
Optimising for mobile is a missed opportunity, especially for retailers, as many are now seeing serious return on their mobile investment.
Mark Patron, CEO at RedEye, explains: “Accepting that consumers often use multiple devices to access email and Internet, if the content is not optimised for the media it directly impacts conversion. For customers trying to view a full scale website on their phone, it’s not just frustrating, it’s all too-easy to head elsewhere to a properly optimised site.”
According to stats from the ONS, there has been significant growth in mobile internet adoption over the last 12 months, with an extra 6m using their phone to access the web over 2010.
Usability testing with mobiles
One way to see if a brand needs a dedicated mobile site is to look at the user experience for mobile visitors. This will identify whether some parts of the site simply do not work, Flash elements for example. Also, while the site may work reasonably well via mobile, there may be hidden barriers to purchase which will only be picked up during testing.
However, only just under a third (28% of companies and 30% of agency clients) say they have used mobile phones and under a fifth have used tablets while testing (16% of company respondents and 17% of agency clients).
Optimising emails for mobile
Another area where companies can improve ROI is adapting emails for mobile devices. A growing proportion of emails (15% upwards) are being opened and read on mobile phones, but still only a minority of companies are optimising emails for mobile.
Despite the potential for improving open rates by optimising emails for mobile, just 14% of companies and 24% of agencies are currently doing this.
For a copy of the full report please visit: http://econsultancy.com/reports/conversion-rate-optimization-report
Based on the findings of this report RedEye has released a new white paper explaining how to implement a structured process to improve online conversion. This white paper can be downloaded from Redeye.com .
The research is based on a survey of more than 700 client-side and agency digital marketers carried out in July and August 2011.
* EPiServer study: Developing a mobile strategy: how to develop mobile sites that truly engage
About RedEye:
RedEye is the leader in behavioural email. RedEye has been helping online companies improve conversion since 1997, providing an integrated service of email marketing, web analytics and website usability.
In 2001 RedEye launched the first behavioural email campaign for William Hill. Behavioural email integrates web analytics with email marketing to produce highly targeted emails based on online user behaviour. Today RedEye helps hundreds of online companies improve conversion using behavioural email, achieving results such as of 750% ROI and 10% online conversion. In 2010 RedEye launched Behavioural Email onDemand, a self service solution enabling online companies to run basic behavioural email campaigns such as basket abandonment.
By integrating analytics with usability RedEye offers a unique service of Conversion Rate Optimisation. This service provides a structured process to help online companies fully analyse customer behaviour, enabling marketers to make the correct changes or implement the right strategies to improve online conversion.
RedEye previously won the NMA Award for ‘Best Use of Email’ and was shortlisted in the Econsultancy Innovation Awards for ‘Innovation in Email Marketing’.
RedEye currently has 4 European offices (London, Milton Keynes and Crewe in the UK and Dusseldorf, Germany) and has just launched its first US office in New Jersey. RedEye clients include Skype, Ford, French Connection, Haven Holidays, Hotel Chocolat, ASOS, Monarch, Butlins, HSBC and Ted Baker.
About Econsultancy:
Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 240,000 internet professionals every month.
Our hub has 105,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.
Join Econsultancy today to learn what’s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.
Contact:
Katie Traynier
Marketing Manager
RedEye
26 Shenley Pavilions
Chalkdell Drive
Shenley Wood
Milton Keynes MK5 6LB
01908 340 903
