According to a study conducted by Google, half of smartphone users that see a mobile ad take action. Thirty-five percent of these users visit the website associated with the advertisement. In other words, 17.5% of users that are exposed to a mobile advertisement, make the effort to visit the website associated with the service or product. This is an astoundingly high number, especially when compared with click through rates for non-mobile web advertisements, which generally fall below 1%.
What does this mean for your business? Well, these numbers demand action. They prove that mobile advertising works and is much more effective than its web counterpart. Although mobile advertising is great, it requires more than just an advertisement to be truly effective. If 17.5% of the people that see your ad go to your website, it’s clear that a mobile website with a dedicated landing page is a necessity.
With this information in mind, it is surprising that 79% of mobile advertisers do not have a mobile website. This means that only 4% of the 17.5% of users that visit the websites of products and services that have been advertised on mobile devices will reach a website that is optimized for their viewing. Only 4%. This points to a huge gap in the market that you should be aware of. Create a mobile advertisement that leads to a website that is created specifically for the mobile device, and you’ll be in this 4%.
While there is no data comparing sales of products and services with an without mobile websites, my guess is that it’s fairly difficult to convert a visitor that can’t view your site due to incompatibility issues.