In 2017, according to research by Kleiner Perkins, adults averaged 3.3 hours consuming digital media on a mobile phone, up from 3.1 hours the year before. Desktop and laptop usage has been below mobile usage since 2014, and adults have “only” spent 2.1 hours on traditional devices last year:
For marketers, this presents a slew of challenges:
Omnichannel user journeys (where people bounce around from mobile phones, laptops, and tablets when researching, comparing prices, and doing actual shopping) are notoriously difficult to track. And attributing all the value to the device last used for the conversion FEELS wrong. Despite advances in smartphone technology, mobile phones still have lower connectivity speeds and processing power compared to desktops and laptops. Mobile phone conversions are typically lower than desktop/laptop conversions.
To maximize your opportunities, you need to carefully think about …
the stages of the user journey, the mobile experience you offer, and and how you can diagnose and course correct using the tools available to you.
Here are ways to optimize mobile commerce conversion rates:
Compare the Top Pages Viewed by Mobile, Tablet, and Laptop Users
On traffic monitoring tools like WebTrends, you’ll usually have some way to segment by device type. You can do this at a high level and get data like this:
42% – desktops/laptops 8% – tablets 50% – mobile phones
That’s good to know, and that’s a standard report for those of you who are using Google Analytics. (Audience> Mobile> Overview)
The problem is, that data in itself