Mobile vs Desktop CTR: The Predikkta Experience



July 29th, 2015 / Aidan Johnson

With Predikkta’s high number of experiments, combined with knowledge from Google, we learn interesting things. What makes someone click on a search engine result, how to optimize online ads, fixing up the little things that can help improve CTR.

But we have begun noticing an interesting trend: the difference between mobile and desktop CTR has become more striking.

mobile vs desktop ctr large

WHAT’S HAPPENING

Prior to the 21st of April, this information would have been academic conjecture. But on that date, the day of “Mobilegeddon”, information became available. Google created a way for businesses to distinguish between mobile, desktop, and tablet traffic for websites.

As things turn out, “Mobilegeddon” wasn’t that damaging for most websites who had mobile friendly websites. But the new information available to SEOs – and to us here at Predikkta – has opened up a world of new opportunities.

THE PREDIKKTA FACTOR

Predikkta specializes in improving CTR. Our business is devoted to optimizing search engine results, ensuring that they can attract the highest number of clicks, which in turn generates more business for the websites we help.

For us to do our job well, we are keen observers of search engine data – and with Google’s “Mobilegeddon” update, we got access to the data previously unknown to us. Google’s data confirmed something we had noticed with our own research data – we were having a drastic increase in mobile CTR for the websites we were helping.

An example can be for the work we did for one of our clients. Overall, as can be expected from our alterations to their search engine results, they experienced a CTR improvement overall. However, there were large discrepancies between the desktop and the mobile results. The desktop experienced a modest increase from 0.38% CTR up to 0.47% – not a bad result, but certainly nothing that can’t be improved.

However, the mobile device was completely different. It rocketed up from 0.36% up to a staggering 0.93%. This has resulted in a massive increase of traffic for our client’s website, which in turn has led to more sales for them.

rocket launch take off

The big question, of course, is why this discrepancy exists at all.

THEORIES

We have several theories as to why this is occurring:

  1. Due to the differences in screen sizes, the way the Title and Meta Description are placed draws the yes to words such as “free”, or “sale”, as well as the brand name. These are often terms that are useful, we have discovered, when it comes to encouraging a solid CTR.
  2. Mobile users are much more discerning when it comes to meta descriptions/titles, and optimization leads to drastic increases.
  3. The meta description, and title page, are more digestible when it comes to mobile devices. This allows the consumer to make more educated decisions in a shorter time frame, increasing the likelihood of a click.
  4. It’s all a coincidence or Google has been lying to us.

There seems to be little evidence of the fourth point (unless you agree with some of those paranoid conspiracy theories). We are leaning in favor of the first point, although more evidence is being collected to make an absolute statement (or as close to an absolute statement as one can make when it comes to Google).

CONCLUSION

Although it is still up in the air as to why this trend exists, it is not something to complain about – unless you haven’t been optimizing your website for mobile users that is.




ABOUT THIS ARTICLE

We have begun noticing an interesting trend: the difference between mobile and desktop CTR has become more striking.


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*Predikkta has sourced several external independent global tools to analyze websites.These tools do not reflect on occasion the internal website analytics, but are recognised global tools and provide accurate comparative results for measurement against competitors.

**The views in this article are those of the author