Value of a Click: Mobile vs Desktop

Pete Prestipino
by Pete Prestipino 25 Nov, 2013
Value of a Click: Mobile vs Desktop

With a shortened holiday season in 2013, marketers are looking for any and every advantage. This year, the advantage will be given to those that effectively balance their mobile and desktop email intiatives. 

According to a new report from YesMail (Interactive Email Compass 3Q13), 16 percent of all sales that are driven by email will now happen via a mobile device. What's interesting is that more than half (56 percent) of those mobile sales will be completed on a tablet and 44 percent will completed on a smartphone. 

Yesmail is reporting that while the email conversion rate is much higher for desktop than mobile (3.7% vs. 1.3%), the revenue per mobile click is nearly double that of a desktop click. What that indicates is that mobile clicks lead to purchases more frequently, even though emails are clicked less often. Desktop, however, is the clear leader when it comes to average order value. 

Pete Prestipino
Pete Prestipino
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.