Email marketing platform LiveIntent analyzed ad campaigns from a number of the world’s leading direct-to-consumer (DTC) brands, finding that these brands are experiencing higher click-through and conversion rates on mobile, compared to desktop.
Within the study, LiveIntent was able to determine that the click-through rate (CTR) for DTC brands was three times higher on mobile than on desktop and that the conversion rate for DTC brands was 50 percent higher on mobile devices than on PCs. The iPhone outperformed Android with three times more clicks and conversions.
“We’ve seen enormous growth from DTC brands over the past several years. DTCs are known for being obsessed with acquisition, subscriptions and purchases and the data shows that mobile is the best channel to do that. DTCs would be wise to optimize the entire sales funnel for this reality,” Cooper, SVP global marketing at LiveIntent noted.
The good news for DTC marketers doesn’t end there, as advertising on mobile also helps to reduce ad spend costs. In fact, the study found that cost per conversion (CPC) for DTC brands was 25 percent lower on mobile devices, compared to desktops.
Among other interesting findings, LiveIntent reported that DTC campaigns perform with more efficiency in 2019 versus 2018, as the participating brands are seeing 25 percent more clicks and 35 percent more conversions this year. Also, per LiveIntent, women tend to respond to mobile ads with two times more clicks and conversions, compared to men. And DTCs for shoes and beauty perform the best, while DTCs for alcohol and education perform the worst.
Finally, when it comes to content, according to the researchers, consumer-focused publications showed the most impressive results in terms of content placement. These include newsletters containing shopping tips, travel and general news. Ads placed within these content outlets drove five times higher conversions and clicks for DTC brands.
“DTC audiences are real people, with interests like anyone else. True outreach to them requires real people-based marketing, meaning being able to connect with a known person with consistent messaging irrespective of device, channel platform. DTC consumers tend to be present and engaged with lifestyle and consumer publications,” Cooper concluded.