Week 2 Mobile Design That Matches Real Behaviour
Why mobile clicks stay low
Most teams already know mobile dominates email opens. The frustration comes when clicks and conversions do not follow.
The issue is rarely responsiveness.
Most emails today are technically mobile optimised. They resize correctly, text stacks neatly, and buttons remain clickable. Yet performance still stalls. The real problem sits deeper than layout. It sits in the decision path.
Many so called mobile optimised emails simply shrink desktop content. They do not adapt to how people actually behave on their phones. How they scroll. How they pause. How they decide.
Mobile users do not read top to bottom. They scan, swipe, hesitate, and act when the next step feels obvious and effortless.
When we rebuild mobile performance, we focus on three practical shifts.
Design for one thumb journeys
Every interaction should be reachable without repositioning the hand. If the next step requires effort, attention drops.
Place calls to action where decisions happen
Buttons should appear early and reappear with intent. Not repeated for noise, but reinforced at moments where commitment is most likely.
Reveal content by intent, not order
Instead of forcing every subscriber through the same content sequence, modules adapt based on behaviour and segment. What matters most appears first.
One activewear brand had strong traffic but weak mobile engagement. Their emails looked good but asked users to do too much at once. We rebuilt their core flows with clearer hierarchy, fewer competing actions, and intent driven modules.
The result was a 38 percent increase in click through rate and a 22 percent lift in mobile conversion.
Mobile performance does not improve by adding more elements. It improves when friction is removed and decisions feel natural.
Mobile first is not a layout choice. It is a behavioural one.
If your emails are being opened but not acted on, the issue is likely not what they look like. It is how they guide the next step. Click here to learn more.
