Mobile conversion rate tends to be lower than on desktop, which is often considered normal, even though a large part of the difference can be eliminated. The causes are practically always the same: slow loading, small elements placed close together, long forms with the keyboard covering the field, an unclear display of price and shipping, and missing quick payment methods available on the phone. Part of the difference is real and relates to behaviour – the customer browses on mobile and completes the purchase later on desktop – which distorts the attribution of the conversion to the device. A practical approach is to compare the individual steps of the process by device and find the one with the biggest drop-off, instead of making across-the-board design changes. It is therefore also worth measuring the overall result across devices, not just the mobile ratio on its own.
See also: Responsive Design, Core Web Vitals, Cross-device identification.
