It’s a new year which must mean a new remarketing report! Here’s our latest infographic with the key cart abandonment and remarketing stats from the last quarter – featuring, for the first time, figures for Utilities and Non-Profit organizations.
Here are the headline stats from this quarter:
- The global cart abandonment rate is 76.8% – Up 2.4% on the previous quarter! Click to tweet >
- Fashion boasts the lowest cart abandonment rate of any industry at 67.4% – Click to tweet >
- Remarketing emails have a 28.2% conversion from click – #Relevancy – Click to tweet >
- 11.6% of on-site remarketing displays are clicked – Keep them shopping! – Click to tweet >
- SMS remarketing has an impressive 16.2% click (tap!) rate – Click to tweet >
Taking a Mobile First Approach
Unless you’ve been living in a cave for the last couple of years*, you are no doubt aware of the fact that mobile is becoming an increasingly big deal when it comes to ecommerce – and indeed the web as a whole.
* In fact, for cave dwellers, mobile is probably even more important… but I digress.
Taking a ‘mobile first’ approach to the web was pretty forward thinking when Mark Zukerberg revealed Facebook’s strategy back in 2012. Now it is commonplace.
Google themselves of course have made their thoughts on the subject very clear in announcing their intentions to introduce a ‘Mobile-First Indexing’ approach.
If you haven’t tried out their excellent (and free) Mobile Testing Tool then give it a go today. It won’t necessarily make for comfortable reading, but with ‘more people searching on a mobile phone than a computer’ there’s no doubting how important it is to take seriously.
Remarketing for Mobile
When developing a remarketing strategy to combat abandonment on your website you need to go beyond just thinking about responsive design.
The companies we see making great strides in this area are looking at their desktop and mobile users independently and designing customer journeys accordingly.
Leading online travel agent Booking.com, use persuasive on-site remarketing messages on mobile that fade-in and then out again to add urgency to the booking process, reducing abandonment in the process.
Importantly, the messages don’t interrupt the experience (which would be irritating) but are instead designed to influence the consumer and encourage them to go ahead and book their trip there and then. From the promise of ‘best price guarantees’ to the fear of ‘scarcity’ – both are great examples of designing messages for mobile that help to reduce abandonment online.
Whilst Google tell us the frequency of searches on mobile devices, the same applies to email, with Litmus revealing that 55% of all email opens happen on a mobile device.
Retailers can go beyond responsive design with a few smart but subtle adaptations to the mobile versions of their emails:
From using ‘tap’ instead of click, using a hamburger menu to save space and a following ‘mini-basket’ icon to take people to their shopping cart. All work to both improve the customer experience on mobile and increase click and conversion rates.
Your Mobile Experiences
It’s never been more important to consider what the customer journey looks like on mobile. 2017 will be the year that it’s no longer an ‘irritant’ to deliver a bad experience, but genuinely damaging to your business – both in the eyes of Google and your customers.
We’d love to hear your views in the comments below on brands you feel are delivering a great mobile experience. And perhaps even those that need to raise their game.
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