Mobile traffic grows, but lags in conversions

BrightEdge 2013 Mobile Share ReportBrightEdgeMobile shares in the first edition of the BrightEdge Mobile Share Analysis that US Smartphone adoption grew 30% in 2012 and that mobile usage now accounts for one out of every three digital minutes.

According to the report, total mobile visits grew 10 times over desktop visits in traffic analyzed among more than 5 million web pages. This highlights the growing importance of mobile search and its opportunity to drive site traffic.

For conversions, mobile currently converts at one third the rate of desktop and tablets, with the exception of media and entertainment sites. These sites prominently feature video content, and a strong correlation was found between video and multimedia content and conversions.

The surge in mobile traffic is an opportunity to drive mobile conversions. Recommendations from the report to increase conversions include:

•    taking care to deliver a seamless mobile experience for users,
•    optimize for mobile according to Google’s best practices,
•    pay attention to potential Smartphone 404 only errors,
•    and, what app developers might traditionally be inclined to do: push forth app download suggestions and notifications that interrupt user experience.

Click here to read the full report.

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