According to Mobify’s 2018 Q4 Mobile Commerce Insights Report, mobile overall, showed continued growth with purchases made between Black Friday and Christmas. Somewhat surprising from Mobify’s findings was that the most frequent traffic source for mobile was email. According to Forbes, “retailers sent 3.5 billion emails on Black Friday, and another 4.1 billion on Cyber Monday – significant increases over the 3 billion and 3.3 billion, respectively, sent in 2017.”
Closing the gap
Although mobile is edging out other devices in terms of traffic and use, it is still possessing a challenge for retailers in terms of lower conversion rates when compared to desktop. As Mobify reports, before an ecommerce retailer can fully close the conversion rate gap, businesses need to investigate this compound metric further by looking at traffic AND transactions.
Even though transactions are increasing, if they are not increasing as quickly as traffic, the conversion rate goes down. [Transactions / Traffic = Conversion] This can be a bit misleading in terms of mobile commerce success. For this reason, Mobify notes that “the conversion rate on its own is not a good metric to evaluate your overall performance. Because it’s …read more