The mobile revolution is nothing new; we’ve known for the previous two years that mobile internet usage is on the rise, with Google’s statement that it will introduce a default mobile index in 2018 serving as the definitive evidence of this seismic shift. What is new is the role smartphones are now playing in eCommerce, with customers utilizing their devices at all phases of the purchase experience, from research and comparison to check out.

On Black Friday and Cyber Monday, Adobe reported a record 39.9 percent of online traffic to retail sites originating on smartphones, with a whopping £1.13 billion in transactions transacted on mobile devices – a massive 12 percent increase over prior years.

Popular gadgets

When it comes to smartphone use for eCommerce, Apple devices lead the way, as one would expect from the market leader. According to the Cyber Monday numbers, Apple users also spent more on their devices than their Android counterparts, implying that eCommerce companies would be best served by optimizing their sites and marketing efforts for individuals who own iPhones.

The number of people who use their smartphones to browse eCommerce sites

According to eMarketer, more than half of all UK digital purchasers do their transactions on a smartphone, making eCommerce a substantial component of all online purchases. According to the research, mCommerce accounts for up to £35.31 billion in sales. This figure is projected to climb as people get more comfortable purchasing with their smartphones and mobile payment solutions become more sophisticated. By 2021, mCommerce is expected to be the leading source of retail sales, accounting for 56% of total retail mCommerce sales.

Visits from smartphones resulted in conversions.

Despite the increased usage of smartphones and the quick expansion of mCommerce, conversion rates from smartphones can still be difficult to measure and are not as high as you might assume in some sectors. However, there is a comparable explanation: customers are omni-channel animals by nature, and there is a long established pattern of multiple screen use.

Mobile conversion rates are currently lower than those obtained from desktop devices, with Marketing Land data indicating that smartphones account for only 20% of conversions. When you consider that mobile devices dominate in terms of real screen time, this statistic appears shockingly low. What’s crucial to remember is the function cellphones play in the discovery and research process, which ultimately fuels the desktop or tablet conversion.

Smartphones are especially effective in micro-moments, with studies indicating that optimizing key aspects of the mobile experience can result in conversion increases. Improving website load speed, for example, is crucial to retaining smartphone users, while responsive design components such as big buttons remove most of the friction that inhibits mobile conversions.

​Visit for more information and get great service from SEOnorwich, norfolkSEO and webdesignnorfolk