The buyer/planner notices that mobile conversions in the analytics platform are significantly lower vs desktop. What should the buyer/planner do?

Implementing a responsive design is a strategic approach to addressing the issue of lower mobile conversions compared to desktop. A responsive design ensures that a website or landing page is optimized for various devices, including smartphones and tablets. This optimization typically results in a better user experience on mobile devices, which is critical for conversions.

When consumers visit a site that adjusts seamlessly to their screen size, they are more likely to engage with the content, navigate easily, and complete conversion actions, such as making a purchase or filling out a form. If the layout is not mobile-friendly, users may struggle with navigation or readability, leading to frustration and, ultimately, lower conversion rates.

While increasing mobile ad spend may drive more traffic to mobile sites, if the mobile experience is poor due to design issues, simply increasing traffic won't convert visitors into customers. Similarly, targeting different demographics or using a wider variety of creatives might help appeal to a broader audience or capture attention, but if the underlying issue of user experience on mobile is not addressed, these tactics may not significantly improve conversions.

Therefore, focusing on responsive design directly tackles the problem of low mobile conversion rates by enhancing usability and engagement on those devices.