Desktop Conversions Still Dominating Despite Growth in Mobile Marketing
No doubt, the use and application of mobile devices have increased by leaps and bounds on a global scale. Marketers have been trying different strategies of connecting brands through targeting mobile users. Despite such efforts, however, desktop conversions are still higher than mobile conversions according to the article. Most consumers sue mobile devices for searching and browsing through various platforms on the internet. Nevertheless, despite users of mobile devices trouncing those who use desktops by millions, clicks on adverts using mobile devices still remain less in terms of number and value as compared to desktops. Based on analysis of 10 million ad clicks as cited in the article, it is clear that desktop conversions are 93% more valuable than mobile conversions.
The historical high desktop conversions is attributed to various flaws and weaknesses in mobile marketing. The mobile user experience problem takes the top blame for an increasing mobile ad impressions and dwindling conversions. In essence, most websites or even apps are simply focusing on driving traffic to users but have no strategy for conversion. In other instances, poorly developed landing pages that are incompatible with different phone types usually discourage users from completing transactions, hence high numbers of abandoned shopping carts. Another perennial problem is the inclusion of unwanted, foreign and unwarranted ads in apps, which are viewed by users as hostile, hence low conversions.
The concerns raised by this article are valid, especially for mobile marketing experts and businesses relying on this marketing model. I have been a victim of unwarranted ads in most of my apps, a reason why I not only fail to buy, but also delete such apps. These are valuable lessons for mobile marketing experts on how to wisely invest their marketing dollars while increasing conversions. With the age when personalization has come of age, marketers should take advantage of geo-fencing capabilities whereby they target specific geographic areas and narrow down to specific individuals based on their search histories. For instance, it would make sense for a Chinese apparel manufacturer to specifically target Chinese people interested in such apparel rather than throw random ads to everyone in mobile apps.
Improving the user experience is also key in enhancing mobile conversions. I have personally developed a habit of abandoning shopping carts, wherever a website requires me to login or provide my name and email. For instance, if I am shopping for a handbag, I expect that as soon as I click on the cart, the dialogue box prompts me to enter a payment method and in a minute, I have my payment confirmed and item in shipment. Easier said than done since most marketers focus on collecting information such as names and emails hence forgetting that the essence of mobile shopping is saving time on the part of the user. Other marketers have poorly-designed websites that seems to crush or have overflowing texts and non-responsive images. Such mistakes might be considered minute but for users, they are a total turn-off, and we simply close the app or site and move on with our lives.
