Report: Mobile Conversion Slightly Worse in Q4 2015 than Q3
March 7, 2016
A quarterly index measuring conversion during the payment process on mobile devices shows mobile checkout conversion got worse between Q3 and Q4 2015. The Checkout Conversion Index, which measures conversion across 657 U.S.-based e-commerce sites fell three percent from the beginning of October to the beginning of January. The index rated sites on a variety of characteristics and only four of the 657 received a top rating. The four top performing sites average 83 seconds to make an online purchase on a mobile device. The 160 sites that received a failing grade averaged 241 seconds. Total clicks was also a differentiator. Top performers only required five clicks while the 318 that received Ds or Fs averaged 20 clicks to complete the process.
For the year, underperforming merchants left nearly $152 billion on the table, according to Ralph Dangelmaier, CEO of BlueSnap. The Waltham, Mass.-based online and mobile gateway provider underwrites the quarterly Checkout Conversion Index and provides a calculator so other merchants can see where they stand.
"Of course, that $152 billion is not lost forever," said Dangelmaier. "It’s just lost to other merchants who are better able to accommodate a mobile shopper."
Conversion during the e-commerce and mobile checkout process is a persistent and costly challenge for online merchants. The CNP Expo established a special session focused specifically on identifying problems and teaching best practices for optimizing conversion during checkout. Take a look at our entire agenda and register for the CNP Expo today.