Although today’s mobile devices are the dominant way users browse and search the Web, mobile conversions and ad clicks are not as valuable as those found on the desktop. This fact is based on an analysis of ten million ad clicks on 100 AccuraCast digital marketing agency accounts.
Mobile Conversions are Increasing, but Less Valuable
While the number of mobile conversions increased by 10 points between 2018 and 2019 (from 39% to 49%), most conversions still come from desktop computers. According to AccuraCast, desktop guests generally convert 60% more compared to mobile visitors, and desktop conversions are, on average, 93% more valuable than mobile conversions. (The conversion cost was calculated as the normal order value for Business to Consumers companies, and for B2B as the purchase propensity and lead value.)
In the past, the AOV (Average Order Value) was higher for desktop transactions than for mobile devices. Several reports and other studies confirm this. Typically, consumers work on mobile devices and often shop on the desktop, even if that is gradually changing.
Data Analysed for One Year
Between August 2018 and August 2019, the company reviewed clicks on mobile and desktop ads. Within 12 months, the number of impressions, clicks, and conversions on mobile devices (e-commerce or winning potential customers) increased. AccuraCast does not consider conversions for mobile devices that are offline. In case offline sales were included in B2C data, this could slightly change the conclusion and the calculation. The agency, however, only deals with e-commerce.
Problems with Mobile UX
According to AccuraCast, several potential mobile app issues are responsible for stronger mobile ad impressions but less conversion. Some of these problems include:
- Low-quality applications/sites are promoting traffic but no conversions
- Ineffective landing pages that are not eligible for transactions
- Ad formats that produce random clicks
- The speed and performance of the site is slow
- Category optimisation is of low quality
AccuraCast implies that hidden conversions on various devices (showing mobile ads with later desktop conversions) can impact tracking and distort information to some extent. This issue is not covered in the report, except for AccuraCast recommending redistributing non-converting mobile phone users to the desktop, where there are more chances of purchasing.
Why Should We Care?
Over the years, consultants and industry experts have encouraged retailers and other businesses to accelerate and simplify the work of mobile device users. Adherence to this recommendation has paid off in terms of conversion and mobile revenue growth.
The AccuraCast report shows that there is still a lot to do. However, other sellers and retailers should not consider the desktop computer and mobile phone as mutually exclusive frequencies. Most customers use multiple devices to make a purchase decision, depending on the purchase consideration level. The only exception can be young users who are less interested in computers and prefer mobile devices and physical businesses over outdated e-commerce.
