The gap between mobile and desktop clicks & CTO rates has almost reached the tipping point. Data from Yesmail’s “Email Benchmark Report Q3 2016: Mind the Gap” which analyzed 7 billion messages shows that the proportion of mobile to desktop clicks has risen 56 percent over three years and 17 percent YoY. Desktop CTO is on a steep decline and is now only 4.4 percent higher than mobile CTO.
According to the benchmark study, the Retail industry has all but closed the gap, boasting a 10.8% CTO for both mobile and desktop devices. Retailers improved the mobile shopping experience through responsive design and other innovative tactics that support ecommerce including tap-friendly buy and call-to-action buttons, click-to-call, collapsed category links, and email-specific landing pages.
Improving the Mobile Experience to Increase Conversions
Consumers are more inclined to engage with marketing email on mobile devices than ever before, yet many marketers are failing to provide customers with a better experience. Customers today expect brands to know what they’re doing across all channels and devices.
Bridging the gap between mobile and desktop shopping will go a long way toward increasing conversions. A Google study on the growing shift to mobile points out that smartphone use often occurs during spare moments or while doing other activities.1
These short bursts of smartphone use mean customers are looking for convenience and speed in their digital interactions. When sending email offers, marketers can make shopping “frictionless” via features like:
Persistent Carts: When a mobile customer adds a product to their cart, have it automatically appear in their desktop cart as well. Let them choose where they want to complete the transaction.
Wish Lists: Because many people use a shopping cart as a glorified wish list, give customers the flexibility to save selected products for later purchase. You can also just let shoppers add products to a wish list.
Optimized Mobile Payment: Reduce the number of steps needed to make the purchase. Keep the required fields on the checkout form to a minimum. Auto-populate payment information already stored in a customer’s profile or account, and enable consumers to check out with just their username and password. In addition, PayPal or mobile wallet payment options can make checkout effortless, as they facilitate a one-click checkout.
Shopping From Inside Emails
As mobile shopping and purchasing continue to grow, email will need to evolve yet again. This time the focus will be on better aligning with customers’ expectations of a highly personalized, interactive shopping experience.
Marketers must harness masses of geographic, demographic, psychographic, browse and purchase data in order to deliver personalized content in the email itself. How marketers shape those email moments will determine a brand’s success and earn it loyal customers.
Increase CTOs! Download “Email Benchmark Report Q3 2016: Mind the Gap.”