It cannot be denied that for many of us mobile phones have become an integral part of our everyday lives. They allow us to go shopping without leaving the house, pay bills without going to the bank, and it can even be an office on the go. In fact, according to Mobify, mobile traffic accounts for 37% of all internet traffic, globally.
With so many consumers searching the internet from their mobile phones it is imperative for retailers to have a fully optimised mobile website or application. Those who don’t are missing out on potential revenue, and more than they think. Mobify’s research shows that “30% of mobile shoppers will abandon a transaction if the experience is not optimised for mobile.”
Take Net Media Planet client Life Style Sports for example. Niamh McGarry, Ecommerce Performance Marketing Manager at Life Style Sports talks about their new responsive website. “Our new website, www.LifeStyleSports.com, went live at the beginning of October, giving users a completely responsive design across desktop, tablets and mobile devices.”
“Our new responsive design allows us more flexibility in terms of showcasing our brand, and generally makes it as easy as possible for our customers to find what they’re looking for so that they can easily shop online on any device.”
In just two weeks with the new site we saw exceptional results, with no change to the current Paid Search Strategy. The results below show the difference between October, pre-site change, and January MTD after moving to the responsive mobile site. We would expect an increase in conversion rate, however; the increase in mobile performance is massive!
• Throughout the UK and IE, the percentage of overall website revenue attributed to mobile has increased by 23% since October 2014.
• Mobile traffic conversion rate has increased by 91%.
• Tablet device’s conversion rate has also increased by 85%.
Niamh McGarry, Ecommerce Performance Marketing Manager at Life Style Sports, said, “Initial results are extremely positive with conversion on mobile increasing by 109% since launch and mobile now accounts for 26% of revenue to the site.”
This is just one example of how responsive websites can be beneficial to ROI. There is so much opportunity in mobile retail. In most situations it is worth your time and resources to have a mobile optimised site.