How Accurate are Mobile Conversion Rates?

Often Mobile conversion rates are a lot lower than desktop. But there are reasons why this might occur. Find out more in this post about mobile conversion and its impact.

I’m sure that most of you by now will have heard the phrase ‘mobile first’, for those of you that haven’t… Mobile first. Mobile first literally means that mobile comes first.

Google say that globally more searches are now taking place on mobile than desktop. Hence mobile first. So that’s it, more people are using mobile therefore more people will be buying through mobile, this article is over. Not necessarily.

As the data in this study of ecommerce benchmarks shows, the buying pattern of consumers has changed dramatically in the last decade, with the path to conversion taking mouch longer with many more clicks and for this you basically have to blame the millennials. They’ve ruined everything. The millennial generation have become so used to mobile devices that it has become part of their everyday lives. If they want to find out any information on just about anything then they’ll search for it on their phone. Why? Because it’s so easy and there’s so much information to be had at your fingertips.

As the millennials role into working life they’ll be the ones making the purchases. Because there’s so much information and choice when it comes to purchasing products people research. This is where the mobile shines. When buying a product, you know you have an idea of what you want in mind. So when you’re commuting, having your lunch or have a bit of spare time you’ll probably get on your phone and have a look at what is out there.

People will use their mobile devices to compare prices, read product information and read reviews. They will engage with the content you have provided about your product. A lot of consumers will research the product they want for a long time before they have any thought about actually making a purchase.

Let’s take a look at some real data:

From an analytical point of view you’d look at that and think; well, mobile looks a waste of time based on the conversion rate.

But as we discussed earlier people don’t always use their mobiles to make a purchase. As you can see the highest percentage of traffic has come through mobile. This would correlate with the theory that people do their research through mobile.

Returning to the beginning of the article where we discussed mobile first, in terms of conversion rate mobile isn’t first, mobile is last. However the consumer buying pattern has changed. Despite the smaller conversion rate consumers build up knowledge and trust through mobile before they convert.

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