Despite the hype surrounding rising mobile audience for retailers, conversions have not been high enough to offset the declines in desktop and tablet usage, a new study by Adobe Systems Incorporated
Traffic/Revenue: Conversion Disconnect
Overall online sales revenue rose only 10 percent, as a 65 percent increase in smartphone revenue was offset to some extent by a 2 percent drop each in desktop and tablet revenues. However, desktop conversions are higher, 2.8 times than smartphones and tablet conversions are 2 times higher.
Why Conversion Eludes Large Retailers
Adobe believes the opportunity is in better converting the base and offsetting declines in desktop through highly engaging mobile retail experiences. Some of the experiences consumers look for are as follows:
- Personalization from login through checkout.
If retailers stay apathetic about these, Adobe feels they stand to miss out on a critical growth driver. Quantifying the revenue loss if status quo continues in terms of traffic, revenue and conversion, Adobe estimates that 11 percent of potential revenue could be lost over the next 14 months.
At Last Check ...
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