The Seamless Mobile Experience And Why It's Important

A couple of big name retailers, namely Amazon, recently came under some heat for releasing emails that weren’t optimized for mobile devices on Black Friday. If you’ve been following digital trends, you’re probably well aware of the exponential growth of the mobile market and its implications for digital marketing. If you haven’t been keeping up with the trends, consider the following facts:

  1. The average person checks his or her phone approximately 150 times per day
  2. At its current rate of growth, over 50% of all global Internet browsing will be done on mobile devices by 2015
  3. As of October 2013, over 50% of emails are opened on mobile devices

As more people become frequent mobile browsers, they come to expect the sites they visit to be optimized for their devices.  If sites aren’t mobile friendly, potentially engaged visitors will surely look elsewhere to satisfy their needs. And if that’s not enough of a deterrent, Google is now penalizing sites that are “misconfigured” for smartphone users.

But it’s not enough that just the site is optimized, people expect a seamless experience across all touch points with a brand, which includes email. Taking it one step further, an email optimized for a mobile device should lead to the mobile version of the site. A big reason why Amazon was singled out for its Black Friday email is because it was not only created for desktop, but it was directing mobile devices to the desktop version of the site as well.'

According to LightingBuy, 80% of non-optimized emails are deleted without being read and 30% of consumers will take it one step further and unsubscribe from the email list altogether. So, if you haven’t lost potential site visitors with your non-optimized email, you’re almost sure to have lost them by the time they reach your non-optimized site. In fact, 61% of mobile users who arrive at your non-optimized site will likely go to a competitor’s.

According to a Yesmail study, mobile shoppers are closer to purchase than desktop shoppers. Revenue for a mobile click is more than double that of a click from a desktop computer ($7.14 vs $3.26). Marketers simply can’t ignore these trends anymore. As consumers spend more time on their mobile devices they expect more from marketers, and in return, they’re willing to give more back. While it may require some work to ensure your visitors have a seamless mobile experience, hard work certainly pays off.

What has your experience been with getting an email and clicking through to a non-mobile optimized page? Did you stay on the site or seek out another alternative?

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