It is no secret that Google and its competitors prioritize mobile-friendly websites. Mobile friendliness is now the standard. But does a higher volume of mobile internet use translate into higher conversion rates among users? Not necessarily. And in fact, there is a considerable gap.
What the industry refers to as the ‘conversion gap’ is a well-documented SEO phenomenon. Despite the smartphone’s ubiquitous nature, there are a number of structural and psychological barriers that stand in the way of mobile users looking to buy. In many cases, they go back to their desktops to complete sales transactions.
The Conversion Gap: By the Numbers
So, how big is the conversion gap? The most recent data from Stat Counter clearly shows mobile as the leader in total internet volume. Just under 56% of all web traffic is generated by mobile devices. Desktops and laptops account for just over 44% of the traffic.
Unfortunately, conversion rates do not match up. Numbers from Data Research Tools show desktop conversion rates at roughly 3.8% worldwide. Mobile conversion rates are significantly lower at 2.1%. It’s worth noting that other sources offer slightly different numbers. But in every case, desktop conversion significantly outpaces its mobile counterpart.
The two big questions are: why and what can web developers and SEO companies do about it? The industry has not quite figured it out yet, but we are looking at some known entities.
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1. User Mindset: Research vs. Transaction
We begin with a psychological factor: the user’s mindset. User behavior varies considerably across devices, according to Pixsan. As one of the best San Diego SEO companies, Pixsan says mobile users are in discovery mode more often than not. They are browsing while doing something else, like commuting. Their browsing tends to occur in short bursts.
On the other hand, desktop browsing sessions last longer and be more focused. People use their computers when they have more time. Therefore, they are more likely to use a desktop or laptop to book travel, shop, research finance, and so on.
2. Technical Friction
One of the structural barriers to mobile conversion is the technical friction inherent in mobile browsing. Simply put, size matters for conversion purposes.
The typical desktop monitor offers to three times more screen space than a smartphone. Larger screens make it easier to view detailed pictures and read long descriptions. Desktop sites simplify otherwise complex navigation. And let’s face it, using a mouse or keyboard is a lot easier than tapping tiny links with a finger. It is just easier to shop on the desktop.
3. Checkout and Security Perceptions
Finally, Pixsan says consumers do not always have the best perceptions of mobile checkout and security. For starters, mobile checkout is notoriously difficult. Because of the limitations of smaller screen sizes, it’s estimated that checking out can take up to 40% more time than the same exercise on a desktop. There is also the issue of security. Whether or not it’s true, consumers tend to believe transactions are more secure on the desktop.
Can the Gap Be Closed?
Can the conversion gap actually be closed? Web development companies and SEO service providers are working hard to do it. They are implementing things like:
- Single-click payments
- More adaptive UX designs
- Faster page speeds
- AI-driven personalization
- Mobile-first lead magnets
The industry has been trying to improve mobile conversion rates for more than a decade. They haven’t had much success, but it has only been a few years since web developers and SEO teams have had access to AI-driven tools. AI might ultimately be the thing that closes the gap.
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