The Future of Mobile Conversion Rates

With the every-increasing rise of smartphones and mobile devices, more and more businesses are being told how important it is to ensure that their websites are responsive and adapted for devices such as mobiles and tablets. However, there are many businesses that have still not adapted their websites and are on the fence with regards to whether this is something that is worth doing. This is a decision that is made all the more difficult when you see conversion rate details for mobile devices compared to those for desktop conversions.

Studies carried out over the past couple of years have shown that despite the rising popularity and use of mobile devices, the conversion rates on these devices are still considerably lower than those seen with standard websites on desktops. One study that was carried out in 2014 showed that the conversion rate for desktops was 2.78 percent while for tablets it was 2.42 percent, for iPhones 0.85 percent and for Android phones 0.74 percent.

Anyone looking at these figures would not be blamed for wondering whether it is worth going to the expense and effort of making a website mobile. However, it is vital to look at the bigger picture before basing such an important decision on conversion rate figures alone.

Why you need to adapt your website

There are a number of key reasons why you need to make sure you do adapt your website for use on mobile devices, which is why it is important to look past the conversion rates and think of the future advantages that you will get from adapting your site. Some of the key reasons to make sure you do get your website adapted for mobile devices include:

  • The growth of mobile device use and popularity: Over the past few years, the use of mobile devices has rocketed with huge numbers of people in countries all around the world snapping up these devices. Smartphones and tablets are used by people for all sorts of reasons, from business use to simply browsing the internet and the number of people using these devices is set to continue growing.
  • The chance to capture a whole new audience: By making sure that your website is adapted for mobile devices, you will be able to benefit from access to a whole new audience. Even though conversion rates on mobiles may not be as high as desktops at present, this is something that is likely to change as more and more people take to mobile devices over the coming years.
  • Google benefits: Another thing that you have to bear in mind is that Google recently announced that websites that were responsive and adapted for mobiles would be treated more favourably than those that were not. This alone is a key reason to consider getting your site adapted, as otherwise you could see traffic to your site plummet.

So, while the conversion rate figures on mobile devices may not look all that impressive at present compared to desktop conversions, it is vital for any business to look to the future when deciding whether to adapt their sites for mobiles.