92 per cent of retailers are not optimising emails to fit mobile devices

The shopping experience has been transformed by rapid consumer adoption of smartphones and tablets, and retailers are struggling to keep up.  Some 85 per cent of consumers will start shopping on one device and finish on another[i], yet many retailers fail to offer shoppers a multi-device optimised shopping experience, which can lead to frustrated consumers and lost sales.

Bronto Software, the leading marketing platform for commerce, conducted an online audit of 106 retailer websites and emails to examine responsive and adaptive design trends.  The white paper, "Responsive Design Provides the Perfect Fit," available for download at bronto.com/responsive, provides analysis and insights on how retailers can offer consumers a more engaging online shopping experience across multiple devices.

The white paper examines how retailers are (or are not) using responsive design, adaptive design, and mobile-first websites and emails. The study also examines how various mobile email clients, apps and operating systems display email messages. Findings from the research include the following:

  • Only 4 per cent of retailer websites used responsive design when viewed on a traditional computer.
  • Only 8 per cent of emails from retailers in the study used responsive design.
  • Web versions of Gmail on Android phones did not scale test emails or process responsive code.

"The online audit clarified the fact that while responsive and adaptive designed sites and emails are becoming increasingly important for engaging shoppers, marketers need to remember there is no cure-all," said Jim Davidson, Bronto's manager of marketing research.

"Instead of blindly relying on one technique, retailers should first develop a better understanding of which devices shoppers are using at various stages of the purchase path. Based on testing insights, retailers can make adjustments such as website adaptive design improvements or using responsive design in the mobile inbox to increase engagement and sales for multi-device customers."

Retailers can find additional research findings and recommendations in the full white paper, "Responsive Design Provides the Perfect Fit," now available for download.

[i] According to a Google/Ipsos study.

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