Data: Mobile Conversion Rate Equals Desktop for the First Time
New Yes Lifecycle Marketing Report Reveals Milestone in Mobile, Identifies Opportunities to Optimize Mobile Path-To-Purchase
Email marketing reached a new milestone at the end of 2017. For the first time, orders per click for desktop and mobile were equivalent at 3.3 percent, according to data released recently by Yes Lifecycle Marketing.
In its latest Email Benchmark Report: A Marketer’s Guide to 2018, Yes Lifecycle Marketing analyzed almost 9 billion emails sent in Q4 2017, and over 30 billion sent in 2017, via its cross-channel communications platform Yesmail360i. The report found that in 2017 smartphone orders accounted for 46 percent of all email-driven orders, which is a 33 percent increase year-over-year (YOY). During the same period, tablet and desktop orders saw declines of 14 percent and 18 percent, respectively, indicating smartphone’s growing dominance as it edges out other devices.
“It’s clear smartphones have become consumers’ preferred device for purchasing. Marketers have a lot to gain from this shift, but they must improve the mobile user experience and achieve parity between desktop and mobile average order value (AOV),” said Michael Fisher, president of Yes Lifecycle Marketing.
While desktop and mobile are now equal in terms of conversion rate, desktop continues to drive higher AOV. The report found that mobile AOV remains about 40 percent lower than desktop AOV ($58 vs. $96, respectively) and this ratio has remained consistent over the last three years. The disparity indicates that consumers still value desktop functionality for larger purchases.
“Marketers would be wise to prioritize mobile in 2018. If they unlock the key to increasing the size of orders customers make on mobile, they can earn 40 percent more revenue this year. To meet that challenge, marketers need a cross-channel communications platform that bridges the gap between mobile and desktop and a creative partner who is well-versed in the mobile experience,” said Michael Iaccarino, president of Infogroup, the parent company of Yes Lifecycle Marketing.
Other key findings from the report include:
- While subscribers received 19 percent more emails in Q4 2017 than in Q4 2016, the number of opens per openers and clicks per clicker were only up 8 and 3 percent, respectively.
- In Q4 2017, new subscribers accounted for just three and a half percent of marketers’ mailable audiences, the lowest this number has ever been.
- Triggered emails generated more than double the open rate, triple the unique click rate, and almost double the click-to-open rate of standard emails; yet triggered messages made up only 2% of email volume in 2017.