September 24, 2015
One of the things we look at when we compile the data for the Ecommerce Quarterly is the ecommerce performance metrics (conversion, add-to-cart, AOV) by platform. Today we’re going to take a look at the historical context of these trends. We went alllll the way back to Q3 2013, when most iPhones were running iOS 7, Android devices were running the 4.2 version of Jelly Bean, and a little Shiba Inu named Doge was taking the Internets by storm.
First, let’s take a look at Average Order Value (AOV).
As you can see, there’s a slight downward trend across all platforms, going back to Q3 2013. Android devices saw the biggest drop, from a high of $108 down to $82 in Q2 2015.
Next, let’s take a peek at conversion rate.
Desktop PCs (both Mac and Windows PC) saw the biggest percentage-point increase, with 1.85% and 0.96% percentage-point increases, respectively.
Next up: Add-to-cart rate
Add-to-cart rates are more of a mixed bag. As you can see, Android and Windows PC add-to-cart rates are relatively flat, while Mac Desktops increased from 7.85% to 13.40%. Those Mighty Mice must be drawn to add-to-cart buttons or something.