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.
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