The ‘year of the mobile’ may well be upon us at last – with 2012 likely to see that much-vaunted phrase become a reality – but the vast majority of brands are totally unprepared, with neither websites nor emails designed for mobiles.
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.
According to the study, 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.
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 markets, said the report.
It claims that optimising for mobile is a missed opportunity, especially for retailers, as many are now seeing serious return on their mobile investment.
RedEye chief executive Mark Patron explained: “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 6 million using their phone to access the web over 2010.
For a complete version of the report click here.
