Duct Tape Marketing had a great article today on understanding conversion rates for different types of devices:
iPhone Generation (Photo credit: xcode)
Digital Marketers use lots of metrics to evaluate the effectiveness of their efforts these days. Not only do we have to evaluate all the different options for social networks, ad display networks, and content creation, but Marketers should be increasingly aware of the types of device displaying their marketing efforts. Unless you have implemented a responsive website that displays the same no matter the device, chances are people are not having the same experience when they click your ad on a mobile device as those that click through on their PC. Let’s discuss some things you need to consider when planning and evaluating the effectiveness of your campaigns across devices. — Conversion Rates for Different Devices 101 by Calvin Sellers
I think it’s important to not only consider the different experiences that people have on different devices, but also their intensions. The type of information you look for on a laptop or tablet often widely varies from what you’re looking for on the phone while in the car. Especially for businesses with a retail location (or restaurants), making sure that phone, hours, location (and menu) are front and center on any mobile experience can help improve conversions immensely. And taking into account what people are trying to do in different situations with different devices will help you identify different conversion paths to improve.
