The advertising click-through rate for direct-to-consumer (DTC) brands was 3x higher on mobile than desktop, whilst conversion rates were 50% higher. That’s according to new insights by LiveIntent first shared with Mobile Marketer.
The findings highlight that DTC marketers may be better off focusing on mobile to drive clicks and conversions.
Direct-to-consumer brands could also benefit from lower cost-per-conversion (CPC). Mobile CPC was 25% below that of desktop.
Clicks and conversions also performed better on iOS, being three times higher than on Android.
LiveIntent also noted a difference in gender with women responding to DTC ads with two-times more clicks and conversions compared to men.
Overall, DTC performance was stronger in 2019 than 2018 with clicks rising 25% and conversions up 35%.
The top categories included footwear and beauty which outperformed other categories by 2.5x higher conversions and clicks.