A recent survey and report from Adobe found that a significant number of business do not have a mobile app or mobile-optimized site while 57 percent of companies reported average conversion rates of less than 1 percent for mobile users.
Adobe’s 2013 Digital Marketing Optimization Survey, including respondents from North America, Europe and Asia, found that 41 percent of companies reported average mobile conversion rates of less than 0.5 percent while an additional 16 percent reported mobile conversion greater than 0.5 but less than 1 percent. Only 5 percent of the more than 1,800 respondents claimed mobile conversion rates of at least 9 percent. By comparison 35 percent of the same respondents reported average website conversion rates less than 1 percent (20 percent with average conversion less than 0.5 percent, 15 percent with average conversion between 0.5 and 0.9 percent) while 9 percent reported average website conversion of 9 percent and above.
While overall more than half of companies are realizing sub 1 percent mobile conversion rates, companies with mobile-optimized sites and mobile apps are likely to perform much better. According to the report, companies investing in mobile-optimized sites for their business are three times more likely to have mobile conversion rates of 5 percent or greater relative to businesses relying on standard, desktop websites. Businesses using both a mobile-optimized site and mobile app enjoy even higher conversion levels across the mobile channel, but according to the survey 45 percent of businesses do not have either a mobile mobile-optimized site or mobile app.
When asked which tactics were most effective for increasing mobile conversion rates only 24 percent believed having a mobile-optimized website to be very effective while 30 percent found having a mobile app to be very effective. The features found to be most effective for increasing mobile conversion included check-in rewards, with 40 percent of respondents claiming this to be very effective, along with advertising promotions delivered via QR codes and social network sharing icons, each found to be very effective by 34 percent of respondents.
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