A couple of other sites were doing it that way, and then opted to launch sites where the tour was formatted for mobile (Naughty America took this approach, for example.)
In all honesty we're getting something like 3 to 4 times the conversion ratio of the conventional sites, but is that because mobile sells well or we've been promoting well? Both?
Why not just auto-detect if it's a mobile device and serve the page accordingly?
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