Mobile Closes the Gap on Desktop
Few trends have been as hot as mobile is right now.
Companies are devoting more and more of their time and resources to improve their mobile presence but are their efforts really worth it?
NetElixir, a search marketing agency, has released a new report on mobile Internet traffic titled “Making Sense of The Hype Through Q2 Mobile Traffic Trends” in which they analyzed traffic from a select sample of their client base.
In the report, NetElixir dives into how effective mobile really is at driving conversions, producing Internet traffic and the average order value (AOV) of mobile purchases among other things. To help others understand the differences between in conversion rates, AOVs and the like, NetElixir compared their collected mobile statistics to those of desktops and tablets.
One of the most interesting statistics presented in the report was that while mobile traffic share had doubled since the Q2 2013 it still accounted for just 9 percent of the total Web traffic their sampled client base had received. However, when combining smartphone and tablet traffic that number jumped significantly to 29 percent of total website visits.
Another interesting, but not too surprising, finding from the report was that average conversion rate on mobile devices still falls far behind those from desktops. While the report found that the average mobile conversion rate has improved since 2013 (2.02 percent in 2014 compared to 1.42 percent in 2013) it still cannot compare to the 5.41 percent rate on desktop computers as well as falters behind tablets at 2.19 percent.
Yet, one of the most important findings from the report was the stark difference in conversion rates for mobile friendly and non-mobile friendly sites. In 2014 the conversion rate for mobile friendly sites on smartphones was 2.67 percent a stark difference to .37 percent for non-mobile friendly sites. The same difference was also evident on tablet conversion rates for mobile friendly and non-mobile friendly sites at 2.54 percent and 1.1 percent respectively.
While mobile may still fall behind desktops as far as conversion rates and website traffic are concerned, there is still great value to optimizing your mobile presence. If mobile’s numbers continue to trend upward, companies could soon see a more level playing field between desktops and mobile devices and regret not taking action to optimize their mobile sites sooner.