As is well known, not only by news, studies or data, but for the simple reason that we see it in our daily lives, mobile devices have revolutionized, first, our way of communicating. But also our way of informing ourselves, interacting with each other, and consuming products and services. An online store gets can easily get half of its visits via a mobile device.
Not only that, but mobile has also created new needs, as well as new behavioral practices. In just a few years of life, the revolution of applications, services and accessories that have emerged around smartphones seems non-stop. Our social life has been transformed, whether we like it or not. And although it started with the youngest, it’s already beginning to take over all age groups (except, perhaps, the elderly). It has even reached such a level that it seems that everything is subordinated to the mobile phone.
You don’t think so? Let’s take a look at a series of current trends that have taken hold in a short time and that seemed isolated cases before:
Ecommerce has been totally revolutionized by mobile devices. Not only on the supply side, – which has become specialized, professionalized and completely sectorized, – but also because of the consumption practices to which we have become accustomed.
The convenience of buying how and where you want has taken users from their office chair to the living room sofa. A habit that is mainly found among tablet users, who are even usually known as “sofa devices”. Hence the use of this informal word: “Sofing”, also associated with sedentary lifestyle, and that now takes center stage with this habit of buying online from the couch.
The mobile phone is gradually consolidating as the preferred platform for opening mail. The average email open rate for the UK and the US was 18.39% in 2020, but it dependes on the moment. Back in 2018 it was of the 40,22%. This is a very important data, considering that email marketing plays one of its first cards in the subject and the appearance of the mail. The number of users who convert will depend on how persuasive or eye-catching this is. If half of them can’t even visualize it correctly, the ratios will drop in a hurry. Which is what maybe happened in 2020. Be careful, take care of this in your email estrategy!
That is, even today, many emails are designed with the desktop version in mind, ignoring the growing trend of checking email from mobile devices. Yesmail itself, an email marketing solutions provider, has analyzed data from 5 billion emails and concluded that 49% of them were opened from a mobile device. However, only 11% clicked on a link in the message compared to 23% who did so from a computer. The question is obvious, why? Why, if they open them with the mobile, very few access the info provided?
The answer is also obvious: Because the emails that are sent are not adapted to the mobile/tablet format.
First mobile/tablet and then desktop
Forget about prioritizing the desktop format. Taking into account that from the email application on an iPhone, for example, you can only see 30 characters in the email subject, if the sentence doesn’t begin with the most persuasive part, it’s likely that users won’t read it. If we know that half of those who receive the newsletter, open it from a mobile phone, what sense does it make to prioritize only computer design?
All this data doesn’t mean the obsolescence of the desktop computer. Not for emails nor for ecommerce, because, for the moment, we still have the other half of the population checking their emails and online shops from the computer. But there are many studies and figures that do require a change of perspective.
And what is the solution?
Responsive design for emails and ecommerce, which automatically adapts to the device, is one of the most satisfactory solutions. The Experian company mentions some cases in which this formula has increased the CTR (Click Through Rate) up to 63% and the transaction rate up to 18%.
Basically, it’s not a matter of choosing a mobile design or a desktop design, because one of them interests us the most. Rather, it’s about not giving up anything without complicating our lives too much. And to achieve this, nothing better than a template that adapts automatically to the format of the device from where the user is viewing the web. The original and exclusive design is preserved, but, at the same time, the functionality is adapted and maintained for each device.
Do you want to know more?
In Innovadeluxe we noticed this trend a long time ago, and that’s why our catalog for Prestashop stores is fully responsive and can be adapted to the demands of new trends.
You can consult our catalog, our prices and services, as well as ask us question you have. We are at your service.
And, of course, we can also provide a service for newsletters and e-mail marketing made with responsive templates, so that your customers not only receive information in a perfectly understandable commercial language, but they can also view and interact with your shipments effectively. So your rate of visits and conversions will increase substantially (especially if you combine e-mails with a responsive template in your online store).
What are you waiting for to get the other half of your users to know that you exist?
Source: puromarketing.com
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