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Mobile Conversion Can Actually Be Better Than DesktopπŸ“±πŸ‘€

Andrew Figgins

Andrew Figgins

Founder, AOV Lab . November 6, 2023

Customer segmentation in Ecommerce

Key Takeaways 🌟:

  • Why Mobile Conversion Rates Soar: Understand the factors making mobile commerce more effective than desktop.
  • How to Optimize for Mobile: Learn specific strategies to maximize mobile conversion rates.
  • Metrics That Matter: Know which KPIs are crucial for tracking mobile conversion.

Introduction πŸ“–

The narrative has shifted; mobile conversion can actually outperform desktop. Here, we delve into the why, how, and when of this game-changing trend in ecommerce.

Strategy 1: Why Mobile Conversion Rates Soar πŸ“ˆ

The Personal Touch 🀳

Mobile devices offer a more personalized user experience, leading to higher engagement and ultimately, higher conversion rates.

Implementation πŸ› 

Leverage device-specific features like geolocation and push notifications to personalize the user experience.

Key Metrics πŸ“Š

Focus on mobile-specific metrics like in-app conversion rates, click-to-open rates for mobile emails, and mobile engagement rates.

Case Study: Mobile Conversion at ASOS πŸ“š

ASOS witnessed a 50% higher conversion rate on mobile compared to desktop after implementing a personalized mobile strategy (Source: ASOS).

Strategy 2: How to Optimize for Mobile πŸ› 

Simplified Checkout Process πŸ›’

A simplified, streamlined mobile checkout can lead to lower cart abandonment and higher conversion rates.

Implementation πŸ› 

Reduce the number of steps in the mobile checkout process and offer mobile payment options like Apple Pay or Google Pay.

Key Metrics πŸ“Š

Track mobile cart abandonment rates and compare them to desktop rates to measure the effectiveness of your mobile checkout.

Case Study: Mobile Checkout at Shopify πŸ“š

Shopify stores that optimized their mobile checkout saw a 25% increase in conversion rates compared to those that did not (Source: Shopify).

Strategy 3: Metrics That Matter πŸ“ˆ

User Engagement and Retention πŸ“Š

Higher engagement and retention rates on mobile can be indicators of a more effective conversion strategy.

Implementation πŸ› 

Use metrics like session duration and user interaction rates to gauge engagement and retention.

Key Metrics πŸ“Š

Consider metrics such as user retention rates, average session duration, and interaction rates on mobile.

Case Study: Metrics at Zalando πŸ“š

Zalando achieved a 20% higher retention rate on mobile compared to desktop by focusing on user engagement metrics (Source: Zalando).

Strategy 4: The Power of Push Notifications πŸ“¬

Instant User Engagement πŸš€

Push notifications on mobile can lead to instant user engagement, which is a crucial factor in driving higher conversion rates.

Implementation πŸ› 

Implement a push notification strategy that includes personalized messages, flash sales, and timely reminders.

Key Metrics πŸ“Š

Track metrics like click-through rates of push notifications and subsequent conversion rates.

Case Study: Push Notifications at Urban Outfitters πŸ“š

Urban Outfitters saw a 75% increase in conversions via push notifications (Source: Urban Outfitters).

Strategy 5: Leverage Mobile Features πŸ“±

Use of Geolocation 🌍

Geolocation can offer location-based promotions and personalization, further boosting conversion rates.

Implementation πŸ› 

Integrate geolocation into your mobile app to provide location-based offers and services.

Key Metrics πŸ“Š

Track the conversion rates of location-based promotions and offers.

Case Study: Geolocation at Target πŸ“š

Target saw a 20% increase in conversion rates from location-based offers (Source: Target).

Strategy 6: Native App Advantages πŸ“²

Better User Experience 🌟

Native apps provide a better, faster, and more integrated user experience, which is conducive to higher conversion rates.

Implementation πŸ› 

If feasible, develop a native app that can utilize device capabilities to the fullest.

Key Metrics πŸ“Š

Compare the conversion rates between your native app and mobile website.

Case Study: Native App at Domino’s Pizza πŸ“š

Domino’s saw a 28% higher conversion rate on their native app compared to their mobile website (Source: Domino’s).

Conclusion 🎬

The mobile experience, when optimized correctly, can not only match but also surpass desktop conversion rates. The key is understanding the unique advantages that mobile offers and leveraging them effectively.

Further Reading πŸ“š

  • “Why Mobile Commerce is Winning” by Forbes
  • “How to Boost Your Mobile Conversion Rates” by Econsultancy
  • “Key Metrics for Mobile Commerce” by HubSpot

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