By Thomas Eason

Companies ignore Smartphone users online:

- 7 in 10 have no mobile website

- 8 in 10 send no mobile emails

- Mobile 'Will Improve' Online Conversion Rates
Despite the rapid growth in popularity of mobile internet use — most smartphone users access websites and 33% make purchases on it (according to EPiServer*) - over two-thirds of companies (70%) have not yet optimised their websites for mobile. And more than 8 in 10 (84%) are not designing marketing emails for mobile.

These are findings from the latest RedEye and Econsultancy Conversion Rate Optimization Report 2011, based on a survey of more than 700 client-side and agency digital marketers.

The report highlights that mobile should play a key role in retaining customers online. Given that just 25% of marketers say they are satisfied with online conversion rates, tablets and phones should not be ignored in mobile conversion strategies - and will even help to boost conversion overall.

It is so easy for brands to damage their online reputation and ignoring customers viewing on mobiles and tablets can be off-putting and potentially impact engagement, particularly in highly competitive marketplaces.

Optimising for mobile is a missed opportunity, especially for retailers, as many are now seeing serious return on their mobile investment.

Mark Patron, CEO at RedEye, explains: “Accepting that consumers often use multiple devices to access email and Internet, if the content is not optimised for the media it directly impacts conversion. For customers trying to view a full scale website on their phone, it’s not just frustrating, it’s all too-easy to head elsewhere to a properly optimised site.”

According to stats from the ONS, there has been significant growth in mobile internet adoption over the last 12 months, with an extra 6m using their phone to access the web over 2010.

Usability testing with mobiles
One way to see if a brand needs a dedicated mobile site is to look at the user experience for mobile visitors. This will identify whether some parts of the site simply do not work, Flash elements for example. Also, while the site may work reasonably well via mobile, there may be hidden barriers to purchase which will only be picked up during testing.

However, only just under a third (28% of companies and 30% of agency clients) say they have used mobile phones and under a fifth have used tablets while testing (16% of company respondents and 17% of agency clients).

Optimising emails for mobile
Another area where companies can improve ROI is adapting emails for mobile devices. A growing proportion of emails (15% upwards) are being opened and read on mobile phones, but still only a minority of companies are optimising emails for mobile.

Despite the potential for improving open rates by optimising emails for mobile, just 14% of companies and 24% of agencies are currently doing this.

For a copy of the full report please visit: http://econsultancy.com/reports/conversion-rate-optimization-report

Based on the findings of this report RedEye has released a new white paper explaining how to implement a structured process to improve online conversion. This white paper can be downloaded from www.redeye.com .

The research is based on a survey of more than 700 client-side and agency digital marketers carried out in July and August 2011.

* EPiServer study: Developing a mobile strategy: how to develop mobile sites that truly engage


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