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What are the key metrics and tools to measure mobile e-commerce performance and conversion?

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Mobile e-commerce, or m-commerce, is the fastest-growing segment of online retail, with more than half of all e-commerce sales happening on mobile devices in 2020. But how do you know if your mobile site or app is delivering the best possible user experience and conversion rate? In this article, we'll explore some of the key metrics and tools to measure mobile e-commerce performance and conversion, and how to optimize them for success.

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Pia Kiviranta

Empowering Modern Digital Marketing, Branding and Social Media Comms ?? Sharing Insights from My Infinite Growth…

1 Mobile conversion rate

Mobile conversion rate (MCR) is the percentage of mobile visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or downloading an app. MCR is one of the most important indicators of mobile e-commerce performance, as it reflects how well your site or app meets the needs and expectations of mobile users. To calculate MCR, divide the number of mobile conversions by the number of mobile sessions, and multiply by 100. The average MCR for e-commerce sites is around 2%, but it can vary depending on the industry, product, and season.

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Pia Kiviranta

Empowering Modern Digital Marketing, Branding and Social Media Comms ?? Sharing Insights from My Infinite Growth Journey ?? Creating Relevant Brand Awareness & Visibility
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Remember that MCR can greatly be influenced by the time of the year as well as big events during it (positively of your brand is seen in them, negatively if you are not)

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Chiara Castellani
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Considering that the mobile device represents, on average, 60% of an ecommerce site's traffic, optimizing the conversion rate is crucial. In many cases, the mobile device plays a supporting role in the conversion process for other devices (e.g., desktop). Therefore, it's important not only to focus on the conversion rate but also on goals and intermediate metrics prior to conversion (such as analyzing and optimizing product categories and individual product pages).

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2 Mobile bounce rate

Mobile bounce rate (MBR) is the percentage of mobile visitors who leave your site or app after viewing only one page or screen. A high MBR can indicate that your site or app is not engaging, relevant, or user-friendly enough to retain mobile users. To calculate MBR, divide the number of single-page or single-screen sessions by the total number of mobile sessions, and multiply by 100. The average MBR for e-commerce sites is around 45%, but it can also vary depending on the factors mentioned above.

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Pia Kiviranta

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To minimize MBR, make sure your site's web speed and content are top quality and updated regularly in order for the information to be correct and on time. Put effort on visitors' user experience.

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Chiara Castellani
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Optimize the loading time. Try to reduce the loading speed to acceptable times. Care for your page's design. In this regard, the principle of "less is more" almost always holds true. Ensure that your page has a clean and simple design that highlights what's important. Forget about small or low-contrast texts. Consider the usability of your page. Make navigation easy by structuring it correctly. For example, avoid mixing different topics, as it may confuse the user and lead them to leave. Avoid distractions. Try to steer clear of pop-ups, ads, outgoing links, or animations. These elements have a negative impact on the user experience.

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3 Mobile page speed

Mobile page speed (MPS) is the time it takes for your site or app to load and display on a mobile device. MPS is a crucial factor for mobile e-commerce performance and conversion, as it affects user satisfaction, engagement, and retention. According to Google, 53% of mobile users abandon a site or app if it takes more than 3 seconds to load. To measure MPS, you can use tools such as Google PageSpeed Insights, Lighthouse, or WebPageTest, which provide scores and recommendations to improve your site or app speed.

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Pia Kiviranta

Empowering Modern Digital Marketing, Branding and Social Media Comms ?? Sharing Insights from My Infinite Growth Journey ?? Creating Relevant Brand Awareness & Visibility
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Make sure that you do not have too many speed decreasing elements on your page such as "wrong" format animations, videos and photos. Too many large files on the page can create problems too. Test your page speed regularly!

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4 Mobile usability

Mobile usability (MU) is the degree to which your site or app is easy to use and navigate on a mobile device. MU is essential for mobile e-commerce performance and conversion, as it influences user behavior, loyalty, and trust. To assess MU, you can use tools such as Google Mobile-Friendly Test, Google Search Console, or Hotjar, which provide insights and feedback on your site or app design, layout, content, and functionality.

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Pia Kiviranta

Empowering Modern Digital Marketing, Branding and Social Media Comms ?? Sharing Insights from My Infinite Growth Journey ?? Creating Relevant Brand Awareness & Visibility
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User experience is the key for success. Test, test and test again! Make your page as easy as possible to use on mobile. If it is not easy to use, users will leave it asap. Prefer going for simple than too complicated.

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5 Mobile traffic sources

Mobile traffic sources (MTS) are the channels or platforms that bring visitors to your site or app. MTS can help you understand where your mobile audience is coming from, what their preferences and intentions are, and how to optimize your marketing and acquisition strategies. To track MTS, you can use tools such as Google Analytics, Facebook Analytics, or Mixpanel, which provide data and reports on your mobile traffic sources, such as organic search, social media, email, paid ads, referrals, or direct.

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6 Mobile customer journey

Mobile customer journey (MCJ) is the path that mobile users take from their first interaction with your site or app to their final conversion or goal. MCJ can help you identify the pain points, barriers, and opportunities that affect mobile e-commerce performance and conversion. To map MCJ, you can use tools such as Google Analytics, Amplitude, or Heap, which provide visualizations and analyses of your mobile user behavior, actions, events, and outcomes.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Pia Kiviranta

Empowering Modern Digital Marketing, Branding and Social Media Comms ?? Sharing Insights from My Infinite Growth Journey ?? Creating Relevant Brand Awareness & Visibility
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How is your mobile e-commerce managing when compared to your other selling/marketing platforms? How about your competitors? To compare success you have to have something to compare it to.

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What are the key metrics and tools to measure mobile e-commerce performance and conversion?

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1 Mobile conversion rate

2 Mobile bounce rate

3 Mobile page speed

4 Mobile usability

5 Mobile traffic sources

6 Mobile customer journey

7 Here’s what else to consider

Digital Trends

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