The importance of a mobile website to sales conversion
Mobile access to the Internet is growing rapidly, and is likely to exceed desktop access within the next few years.
However this growth may only currently translate into single digit penetration rates to a company’s domain, and may not yet be on the Marketing Manager’s radar.
But it needs to be understood that a 10% access rate from mobiles may translate into a 20%-30% share of search activity on a store locator, as illustrated by the following diagram.
As a consequence ‘leakage’ due to the absence of a mobile-friendly website may be 2-3 times higher than expected.
Marketing professionals within multi-site retailers (as well as brands which operate selective distribution networks) need to reconsider the business case for a mobile-friendly version of their website, as the impact on ROI for their budget is likely to be far higher than their web statistics indicate.
For an obligation free consultation on your mobile web strategy, and your Mobile Store Locator in particular, please contact eHound.