When going over the analytical data for our clients, the one thing I always take a look through is the mobile visitors, the devices they use and the corresponding bounce rates. If a client has a substantial amount of traffic from mobiles and tablets coupled with a higher than site average bounce rate, I'll contact the client and inform them, it's then up to them if they would like to address it or not.
An example would be one of our current clients, they've had 21,419 visits in the last 30 days with 5,472 of those coming in via mobile or tablet devices, a little over 25%. Additionally, their average bounce rate across the site is 22.29%, pretty decent by anyone's measure. The problem however, is once you look at the mobile stats they aren't as pretty with the bounce rates ranging from 32% right out to 50%, worst case that's approx. 2,500 visitors lost each and every month.
Let's say your product retails for $1,000 and we use a conservative conversion rate of 1%, that's about $25,000 in lost sales, per month. That's a lot of coin to be giving away to someone else who has simply invested in a mobile compatible site. More-so considering that the average cost of a mobile site ranges from $10K to $20K, in this scenario, the mobile friendly site would have paid for itself within the first month!
Tablet users don't seem to drop of as much and in the case of this client tablet users actually had a lower than site average bounce rate at around 15%. However, that's not to say your site can't be improved for these users in an effort to increase conversions, a recent study in to tablet users from the US has shed some early light on these emerging ecommerce consumers.
Whether you already have a mobile friendly site or not, check out your analytics data, in particular the bounce rates. This will be a strong indicator of whether you should invest in one, or improve upon the one you already have!
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