With the holiday shopping season over, those interested in how ecommerce performed overall in the last quarter of 2016 are in luck as Monetate has just released their benchmark report.
According to Monetate, global consumers continue to increasingly browse on their smartphones which accounted for 43% of website visits in Q4 2016, up 13% from Q4 2015. Nevertheless, conversion rates on desktop devices continue to remain significantly higher at 4.14% compared to just 1.55% on mobile. With mobile increasing in market share, its overall conversion rate has continued to decline.
However, average order value (AOV) grew significantly on all platforms compared to Q4 2015 – up 4.6% on desktop and an impressive 20% on smartphones. As mobile AOV growth continues, it may partly offset the aggregate decline in mobile conversion rates. So, to maximize those crucial mobile conversions, continue to focus on improving the accessibility of your mobile experience.
For additional information on the above metrics and more, check out the report at Monetate.