September 22, 2015
When we ran the numbers for ecommerce performance from Q2 2015 uncovered a host of interesting, surprising, and just-plain confounding trends.
Our job isn’t to only keep the stats interesting, surprising, or confounding, however. Our job is to parse the data and figure out what it all means. In this post, we break down what is going on with mobile bounce rates.
Although many metrics improved in Q2 2015, mobile ecommerce 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:
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.
Traffic from mobile channels (tablets and smartphones):
Conversion rate by device (tablets and smartphones):
Add-to-cart rate by device (tablets and smartphones):
Average order value by device (tablets and smartphones):
For more ecommerce metrics and analysis, head over to the Monetate Benchmarks and Research page.