Mobile optimisation – a couple of useful links

A project for a client on the potential a mobile optimised site might give their ecommerce efforts. For desktop traffic their site is achieving vertigo-inducing conversion rates, but it isn’t either responsive or adaptive (difference here) so phones and tablets convert relatively poorly.

Making the business case for mobile is something most of us have to grapple with – we know it’s a no-brainer, but finding hard figures that support the investment is more problematic. So that meant a lot of googling and a lot of online reading (isn’t the interweb just marvellous) and some sources you might find useful.

Econsultancy (as always) has tons of good stuff, including this piece that compares (anonymous) retailer data across three sectors and shows that not only do conversion rates go up on optimised sites, but the average order value increases too; customers seem to browse more and therefore buy more. These findings are backed up by this blog post from a company called Storm who, slightly disappointingly, only sell packaging supplies. (I mean, come on, calling yourselves Storm implies sound and fury, not cardboard boxes.)

Then in this useful post from Smart Insights about conversion rates, I found this excellent link to the Monetate Ecommerce Quarterly (you can download it here). These guys have benchmarked conversion rates, segmented by devices for large US ecommerce brands. There is a great deal of relevant stuff in there, including figures on the growth of mobile/tablet traffic (“One out of every three visits to leading ecommerce websites now comes from either a tablet or smartphone—up from one out of five just last year“) as well as lots of rather useful data and charts. By going back through the past Monetate reports one can see how the conversion rates have changed over the past three to four years. Basically, traffic through mobile converts at around 30% of desktop, and tablet traffic at around 80%. Both these figures have drifted down slightly from three years ago.

So, have a look in analytics and see how your traffic is converting. If it’s more than these benchmarks pat yourself on the back; if it’s less, then that’s your opportunity.

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One comment

  1. Having an optimised mobile presence is a absolute requirement. The choice of information on the mobile versions is where proper thought needs to be given. While the use of smartphones have increased dramatically customers still aren’t making purchases as frequently as required. On tablet devices (primarily iOS devices) people are more likely to checkout using credit cards. That being said, it is important to customise the user experience on smartphone and tablets, with both offering options to “save for later”, express checkout with third party services such as Paypal Express to reduce data entry friction and implementing re-marketing techniques to potentially capture the customer when they using their primary buying vehicle: the desktop browser.

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