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