While mobile devices are increasingly important to retailers’ bottom lines, for most retailers, smartphone conversion rates are not on par with desktops.
For the 2017 holiday season, for example, smartphones generated 23% of sales yet 46% of traffic to online retailers’ sites between Nov. 1-Dec. 31, according to Adobe Digital Insights. Adobe’s data is based on analysis of 1 trillion visits to more than 4,500 retail websites and 55 million SKUs.
Online retailers’ desktop conversion rates are 3.68% on average compared with 2.12% on smartphones and 2.75% on tablets, according to a recent Internet Retailer survey of 42 online retailers conducted in the fourth quarter of 2017.
One way online retailers work to boost mobile conversion rates is via quick checkout methods such as Apple Pay, PayPal or Google Pay. These methods often speed up mobile checkout by enabling a consumer to tap the button and confirm her default shipping and payment information. Internet Retailer and Toluna asked 500 consumers their thoughts on mobile payment buttons. Here is what they said: