2018 Q3 Mobile Commerce Insights ReportBenchmarks and actionable insights

This edition of Mobify’s quarterly Mobile Commerce Insights Report is all about mobile shopping behavior. We dig into shopper behavior patterns on mobile to identify opportunities to improve the mobile experience and increase conversions.

In this report, we’ll answer:

• Where do mobile shoppers begin their

shopping journey?

• How much time do you have to engage

shoppers on mobile?

• How likely are mobile shoppers to return

after dropping off?

• How often do mobile shoppers return

to complete their purchase after

abandoning their cart?

• Where in the funnel do mobile shoppers

spend the most time?

Where do mobile shoppers begin their shopping journey?

The majority of mobile shoppers don’t begin their journey by landing on product pages.

In fact, 68% land on “non-product pages,” which could include the homepage, blog pages, promotional pages, etc.

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70

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LandingPageFraction (%)

Non-product pages

Product list page (PLP)

Product display page (PDP)

Cart Checkout

Where Shoppers Land on Mobile Websites

How can you optimize these landing pages? Dig into which webpages are your most popular landing pages (or starting points), and turn these into Accelerated Mobile Pages (AMP) so that they load instantaneously from search results. This will prevent customer drop-off and help increase mobile traffic.

How much time do you have to engage shoppers on mobile?

Your shoppers are spending less time on your site than you think.

The mean session duration shows that the average mobile session length is 5:45 minutes, but in reality, 50% of users are spending less than 3 minutes on the site, as evidenced by the median.

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0 5

median

mean

10 15 20 25 30

0.001

0.002

0.003

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0.005

Proportion of Sessions

Minutes

Histogram of Session Duration for All Mobile Sessions

How much time do you have to engage shoppers on mobile?Always cross-reference the mean session duration with the median because you probably have less time to engage shoppers than the mean suggests across all shopper segments.

Shoppers who don’t enter checkout

Shoppers who enter checkout

Shoppers who don’t make a purchase

Shoppers who make a purchase

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median

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mean

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meanmedian

Why do you need to be aware of this?

The commonly-used Audience Overview report in Google Analytics defaults to the mean session duration. This isn’t a good indicator of how much

time the majority of users are spending on your site because it’s skewed by outliers (people who spend a significantly longer time on site than the average person).

The median session duration is a little buried in Google

Analytics, but you can dig into it to see how much time you have before 50% of your shoppers drop-off. Go to Audience > Behavior > Engagement to find the

median session duration in Google Analytics.

How likely are mobile shoppers to return after dropping off?

Once a customer reaches the cart, they hit a critical tipping point where there’s at least a 33% chance they’ll return to the site within a week.

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35

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ReturnRate (%)

Non-product Pages

PLP PDP Cart Checkout Purchase

Shopper Return Rate by Funnel Step

How often do mobile shoppers return to complete their purchase after abandoning their cart?

Mobile shoppers who add to cart have a 2.6% return purchase rate within a week, compared to the 0.17% return purchase rate of those who don’t add to cart.

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ReturnRate (%)

No Add to Cart Add to Cart

Shopper Return Purchase Rate After Adding to Cart

How to increase return purchase rate:

Once a mobile shopper has added something to their cart, there’s a higher likelihood that they’ll come back to make a purchase. Since mobile shoppers run into interruptions more often than desktop shoppers, it’s important to enable them to add to cart as quickly as possible. Instant page loads from AMP pages and Progressive Web Apps (PWA) will help facilitate this.

Once a mobile shopper has added to cart, you can also send them a cart abandonment web push notification to encourage them to come back to complete the purchase.

Where do mobile shoppers spend the most time?

Not surprisingly, mobile shoppers spend the most time in the checkout. The more retailers can reduce friction in the checkout process, the more they’ll be able to convert. 2

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Time Spent(Min)

Non-product Pages

PLP

Median

PDP Cart Checkout

Average Time Spent by Funnel Step

How to reduce friction in mobile checkouts:

• Use one-step payment options like Apple Pay and Payment Request API

• Speed up page loads with a Progressive Web App

• Reduce checkout errors with design best practices: • Use the right keyboard for the task at hand

• Optimize autosuggest

• Use address lookup

• Provide error alerts in real time

Mobify is a digital experience platform for building hyper-performant, customer-first experiences through Progressive Web Apps, Accelerated Mobile Pages, and native apps.

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