Benchmarking Mobile vs Desktop Conversion Rates (Via Google Analytics)
Adam Lovallo
Founder at Thesis (now known as BMG360), a conversion rate optimization & growth agency
I'm regularly asked what a "normal" mobile conversion rate is in comparison to a site's desktop conversion rate. The reality, of course, is that there is no definitive answer to that. Nonetheless, we set out to at least establish a rule-of-thumb benchmark for exactly that metric.
Methodology
Results
On average, desktop conversion rates for all traffic were 1.9x that of mobile. Obviously, in the data above you can see a ton of variance from brand to brand. That said, intuitively 2x seems like a solid rule of thumb.
Below are the filtered results by Default Channel Group which more or less confirm the same ratios:
Direct
Organic Search
Paid Search
Conclusion
So there you have it! If you ever are pressed for the classic desktop vs mobile conversion rate comparison I think 2x is a solid and reasonable answer.
PS: As always feel free to message or email me at adam @ thesistesting.com to talk about growth via paid channels, seo, cro etc!
CEO at ModVans
2 年My theory is that many funnels start on mobile and switch to "desktop" (which is really laptop these days) to complete their purchase/conversion. This phenomena should be more pronounced for products that require larger photos (clothes, cars, etc.), more consumer research (expensive and/or complicated products), etc.. This journey is difficult to follow because, at least on our website, a lot of people start on Safari on iPhone and end up on Chrome on Windows. How do you make this journey? When/if you transition between mobile and desktop, how do you remember to follow-up? How to you navigate to the website when you follow-up? When we run marketing campaigns on social media, we see a combination of high click-thru rates on our ads with relatively low conversion rates correlated with a big increase in "direct" traffic with more typical conversion rates. When the social media campaign ends, we see a corresponding fall in direct traffic. For reference, most of our marketing has been done for our Regulation Crowdfunding investment campaign (https://wefunder.com/modvans). I think a lot of people click on "pretty pictures of cool vans", but then want to read and/or research more before they end up investing/converting.
Growth Marketer & Builder
2 年Love this one. Super interesting. I think volume is important too. I think for most brands you find more mobile traffic vs desktop traffic. Likely a heavier split of new users on mobile vs desktop also; more awareness happening on mobile. Think there's a way to normalize mobile vs desktop based on intent? I would guess it's more like mobile --> desktop as opposed to mobile vs desktop. Desktop almost serving as a bottom funnel destination.
Cut B2B Ad CAC’s by 46% | We run profitable B2B ads for Uber, Motive, Zenefits & 80+ more
2 年Sounds about right