Traffic from smartphones continues to increase for most online stores. But the conversion rate remains much higher, typically, for desktops and tablets.
Traffic from smartphones continues to increase for most online stores. But the conversion rate remains much higher, typically, for desktops and tablets.

Most online stores are seeing more traffic from smartphones. But desktops and tablets still generate higher conversion rates. In 2016, mobile page views surpassed desktop for nearly all websites. While mobile conversions have been slowly increasing, desktop still rules when it comes to capturing big sales — volume and average order value.

Here, in no particular order, are seven reasons why.

7 Reasons for Poor Mobile Conversions

  • Internet connections are usually faster for desktops, which means web pages load quickly on home and office computers, especially for hardwired connections. Public Wi-Fi connections are on the rise, but so are the people who use them. And data carriers are still trying to figure out ways to serve those customers.
  • Bigger screens allow for more defined details on navigation, search, and menus. Most menus are, by default, collapsed on smartphones, which means shoppers have to tap to see all the categories and filters. This makes it easy to miss key menu items. Larger screens also make for better zooming.
  • More products per page on categories and search results help convert. The maximum number of products per row on a smartphone is two, typically. On desktops, web pages can typically display 4 to 6 products horizontally. The ability to display several products on a single screen increases the chance of a sale; if shoppers don’t like the first two items, they may see…