An increasing share of U.S. e-commerce traffic is coming from smartphones, reports Monetate in its latest quarterly study. During this past quarter, smartphones comprised 24.8% of traffic for the e-commerce sites analyzed, up from 17.9% during the year-earlier period.
But the devices continue to lag in other metrics: traffic from computers (3.71%) and tablets (3.4%), for example, converts at a rate almost three times higher than smartphones (1.3%).
Similarly, add-to-cart rates and page views are almost twice as high on computers and tablets as they are on smartphones.
Separately, the study identifies three “matches made in e-commerce heaven” that should be optimized:
- Direct-to-site + desktop;
- Email + tablet; and
- Search + mobile.