Interesting Black Friday research…
Visits from mobile phones comprised 52 percent of total traffic on shopping sites and apps on Thanksgiving, according to ChannelAdvisor, an e-commerce software company that helps merchants sell on big marketplaces like Amazon and eBay. The company said that 37 percent of all online Thanksgiving orders were made on smartphones, up 131 percent from last year’s 16 percent figure.
Why is there still a gap between visits and orders? People are still finding it too tough to complete a purchase on the small screens of phones, with many dropping out during the checkout process. The conversion rate on phones was 2.16 percent this Thanksgiving, according to ChannelAdvisor, down slightly from 2.27 percent last year, and well less than half of the 5.33 percent rate on desktop computers.