Mobile e-commerce traffic reporting in Google Analytics

We were prompted to further investigate the role of mobiles in our study of Xmas online traffic.

Mobile skews the numbers, it appears.

Looking at the average conversion ratio for a collection of websites during the period 1st-15th December, we can see a healthy 4.81% conversion rate across 16 selected websites.

However: a lot of the traffic comes from mobile devices – per Google Analytics. That’s 13.3% from iPads and 6.9% from iPhones (excluding the all the other small-screen devices categorised as “mobile” by Google.

How are conversions on each of these devices? Here’s a graphic showing the four conversion rates per website, with data for:

  • The average conversion ratio for the website from Google Analytics
  • The desktop conversion ratio for the website – excluding anything classified as “mobile”
  • The conversion ratio for iPads (device = iPad)
  • The conversion ratio for iPhones (device = iPhone)

In average terms, the conversion ratio from desktops was 5.41% – 0.6% higher than the overall average. That’s about 10% (imagine that % as an increase in your sales).

iPads (despite popular reports) convert less well than desktops at 4.16% (and this is true in all but two of the websites sampled), and 43% had websites where iPads performed better than the website average .

iPhones obviously bring up the rear with 1.3% – only a quarter as effective as desktops.

Moral: it pays to break out the devices as the range of behaviours is broad and the overall averages may not yield the “correct” answers.