Mobile Site Health Is Conversion Critical

As Web browsing continues to move to the smartphone, digital marketers will need to make changes in the capabilities of its brand websites to make it easier for consumers to make purchases from their mobile phones.  Failure to address this will likely produce falling click-through rates (CTR) and rising cost per clicks (CPCs), according to a recent research report published by Adobe Systems.

Today, a greater portion of Google's search ad business depends on mobile clicks. In the second quarter of 2015, the Adobe Digital Index (ADI) estimates the worth of a mobile click at 37% less compared with a desktop click, an improvement of 7 percent from the first quarter of 2015.

Brands that did not address mobile Web strategies after Google said it would update its algorithm in late April lost 10 percent of organic mobile traffic, compared with the prior year according to the report.

The challenge for Digital rainmakers becomes earning the revenue per visit from mobile that they get from desktop visits. If mobile sites are not optimized, in 18 months when the industry is expected to see more mobile visits from smartphones than desktops, retailers stand to suffer because of lower online sales conversion rates.