Whatever the exact number, the large share attributed to email is the result of two main factors, per the researchers:
- Remarketing emails likely being opened on mobile devices (with many studies now indicating that mobile accounts for a majority of email opens); and
- Email eliminating the need for on-site searches on smartphones.
The second point in particular is very interesting. The analysts’ data indicates that for every 100 visitors arriving at an e-commerce site via a smartphone, just 8 will add a product to a shopping cart. That compares unfavorably to 11 each for desktops and tablets, and is likely a result of more difficulty in searching and selecting products on the smaller smartphone screen. Clicking on a link in an email (particularly a remarketing email) removes the need for on-site search.
Of course, cart abandonment rates are still much higher on smartphones (94%) than on tablets (81%) and desktops (76%), per the data. But if checkout processes can be improved, the researchers see the potential for mobile to be used “as a critical conversion device,” whereby mobile conversions are less the result of browsing and instead the result of a last step when the product selection had already been made but simply not finished.
The analysts offer 4 recommendations to fuel further smartphone conversions:
- “Trigger Browse and Cart remarketing emails when users abandon;”
- “Checkout optimizations: shorter checkout processes for mobile customers;”
- “Storing payment, billing and shipping details;” and
- “Alternative payment checkouts for new customers.”