Is mobile bounce rate on the rise?

By Marc Hummel

September 22, 2015

When we ran the numbers for ecommerce performance during Q2 for our most recent Ecommerce Quarterly report, we uncovered a host of interesting, surprising, and just-plain confounding trends.

But our job isn’t to keep the stats just interesting, surprising, or confounding. Our job is to parse the data and figure out what it all means. This post: what’s going on with mobile? Specifically, what went on with mobile during Q2 2015?

Mobile bounce rate.

Although many metrics improved in Q2 2015, bounce rate was not one of them. The overall bounce rate benchmark was 31.3%—right where it was in Q1—which was the highest bounce rate we saw in the previous 15 months.

So this ain’t good news. As we said in the EQ:

“You might be thinking, ‘Well, as mobile traffic increases, bounce rate is sure to increase.’ And you might be right. Smartphone users bounce at a far greater rate (39.95% in Q2) than desktop (28.79%) or tablet users (28.41%), so their influence is being felt to a greater extent.
“But when we looked at device data, smartphone users aren’t really the culprit when it comes to the trend of increasing bounce rates. It’s desktop users.”

Now we’re not saying mobile bounce rate is great, it’s just staying fairly constant. Here’s the overall device breakdown:

desktop

(To find out how Johnston & Murphy reduced bounce rate by 19% for one high-value customer segment, get the full report. It’s on page 5.)

It’s lookin’ good across the pond.

For our first-ever UK Spotlight, we took a look at the business results in Great Britain and Northern Ireland. Mobile ecommerce has been killin’ it over there lately.

  • Between Q2 2014 and Q2 2015, the percentage of ecommerce traffic originating from smartphones jumped from 18.26% to 30.54%.
  • Conversion rates skyrocketed from 0.56% to 1.5%
  • Average order values went from $63.55 to $94.15

Cool charts and graphs.

Traffic from mobile channels (tablets and smartphones):

Mobile Traffic by Quarter

Conversion rate by device (tablets and smartphones):

Conversion rate by device

Add-to-cart rate by device (tablets and smartphones):

Add to Cart Rates

Average order value by device (tablets and smartphones):

AOV per device

For more, ecommerce metrics and analysis for Q2 2015, stay tuned to the blog and download your free copy of the report.

EQ 2 2015

Marc Hummel is a former Content Marketing Associate for Monetate. He's also a part-time grad student at the University of Pennsylvania. He enjoys biking to work, reading, listening to podcasts/music, and eating ice cream. Usually not all at once. For more about Marc, go here.

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