put conversion rates ahead of enquiry rates Marketers talk a lot about enquiry rates, but much less often, it seems, about conversion rates. Digital marketers talk a great deal about click through rates, but much less often, in my experience, about purchase rates. There is increasing talk these days about the volume of online shopping […]

put conversion rates ahead of enquiry rates Marketers talk a lot about enquiry rates, but much less often, it seems, about conversion rates. Digital marketers talk a great deal about click through rates, but much less often, in my experience, about purchase rates. There is increasing talk these days about the volume of online shopping that takes place on mobile devices, but much less talk about conversion rates on various devices. Conversion rates online are calculated on the basis of the number of people who, having viewed an item, put it in their shopping cart. A survey in the final quarter of 2016 looked at average conversion rates around the world on desktops, smartphones and tablets: Desktop – 4.16% Smartphones – 1.55% Tablets – 3.56% This study suggests that conversion rates are significantly lower when smart phones are used to purchase. That said, the research also found that this varies…