Although eCommerce rates are demonstrating growth across both desktop and mobile, any expected rise in sales hasn’t followed suit. With this in mind, how are marketers looking to address the gulf between mobile traffic and subsequent sales?
Recent data shows that as much as 60% of online shopping traffic comes from mobile devices, but just 40% of purchases are completed using smartphones. This gulf indicates that marketers have a stern task on their hands to develop greater levels of consumer confidence in converting on mobile.
Although innovative applications and AMP can help to generate a seamless checkout process on mobile, the customer journey is still markedly different. In order to address this gap between desktop and mobile conversion, both marketers and retailers alike need to understand these distinctions and adapt their strategies.
Let’s look into what’s prompting such a disconnect between browsing and sales on mobile devices. The rise of smartphones has undoubtedly been the biggest influence on modern marketing – paving the way for individuals to make purchases at home, on the morning commute, or while out for a coffee with friends.
Above, we can see that online sales by mobile are growing faster than any other form of purchase method since 2013. However, a sizable gap still exists between mobile purchases and that of PC browsers.