This past week I ana­lyzed the increase in mobile brows­ing Omni­ture cus­tomers saw in con­junc­tion with the US Thanks­giv­ing hol­i­day and the US Black Friday/Cyber Mon­day kick off to the Christ­mas shop­ping sea­son. I found (as expected) a sig­nif­i­cant spike in over­all mobile brows­ing over the four-day hol­i­day week­end. In fact, every other long hol­i­day this year has a cor­re­lated increase in mobile brows­ing. What came as a sur­prise was retail­ers with the biggest spikes in total traf­fic also saw spikes in mobile usage of sig­nif­i­cantly greater mag­ni­tude.

cyber-monday-ecommerce-mobile

At this point you’re prob­a­bly won­der­ing why an eCom­merce site would even care about raw increases in page views. In the next chart you’ll see why—revenue growth trans­acted on mobile devices is out­pac­ing mobile page view growth.

mobile-revenue-growth-chart

The shift demon­strates an increase in con­sumer accep­tance of mobile devices as shop­ping and pay­ment sys­tems even on full eCom­merce sites where the check­out process is sub-optimal on mobile. In addi­tion to accel­er­at­ing mobile com­merce trans­ac­tions a few other data points were of interest:

• mobile rev­enue per page view aver­aged 1/3 that of total rev­enue per page view
• mobile rev­enue aver­aged .4% of total rev­enue (up 4x from year pre­vi­ous)
• iPhone accounted for 60% of page views but 75% of mobile revenue

This data demon­strates a sig­nif­i­cant opti­miza­tion oppor­tu­nity for eCom­merce sites. Pro­vid­ing an opti­mized expe­ri­ence to cus­tomers shop­ping from mobile devices could return an imme­di­ate 3X lift to mobile rev­enue con­tri­bu­tion and con­tin­ued opti­miza­tion efforts could yield even bet­ter results.

2 comments
e-commerce miami
e-commerce miami

actually navigation via mobile phone and specially smartphones, is enhancing the e-commerce via this channel.

SEO Professional
SEO Professional

Ed, this is great feedback. I think this reiterates how consumers are becoming more and more comfortable with buying or completely researching via their mobile phone. It is also very interesting to note how the iphones have a far higher conversion rate than other platforms - aligns with their market share gain in recent months.