Consumers Shop on Mobile, Buy on Desktop

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Your client might be used to hearing about how their mobile activity is the key to their marketing and sales success. It’s true that consumers spend more time with their mobile devices these days. But, new research from AccuraCast suggests that businesses should enhance their nonmobile digital marketing and e‑commerce sites in advance of the coming holiday season.

Mobile Clicks and Impressions

Consumers continue to research on mobile devices in a big way. Accuracast’s analysis of over 10 million clicks between August 2018 and August 2019 shows an increase of 11% for mobile activity. Similarly, mobile ad impressions delivered during the same time period grew about 6%. With so much interest in mobile, we’d expect to see conversions growing as well. They are.

Mobile Conversion Problems

Overall, about 49% of mobile clicks result in a conversion. Analysts point out that this number is lower than desktop conversions. Specifically, their study shows that desktop clicks drive conversions at a 60% higher rate than mobile. Your clients should also know that desktop conversions have a 93% higher value than mobile. Why?

Mobile Ad Concerns

Accuracast’s analysts believe consumers are leery of mobile ads. They caution marketers to be aware of ad formats on an app and how the ad might overlap with app functionality. Your clients shouldn't be paying for false clicks on ads because users are trying to check the weather or get directions. That screen arrangement might work well for the app designer who wants to drive up the click count. But it will do little for a marketer who wants to sell a product.

Your clients also need to make sure their site is responsive. When consumers click on a mobile ad, they should encounter a site that has a professional appearance. The site should behave properly in a mobile environment and not leave the user wondering if they are going to get hacked.

Consumers love all things mobile. But they don’t want to risk their personal or credit card data in an online environment that looks sketchy. Work with your clients to spruce up their mobile sites. You can give them a checkup by using the Digital Audit tool available at AdMall from SalesFuel​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.
October 18, 2019 Media + Marketing Tags: , , , ,