US E-Commerce Conversion Rates Up Y-O-Y in Q4 2015 Across Devices

April 1, 2016

Monetate-US-Ecommerce-Conversion-Rates-by-Device-Q42014-Q42015-Apr2016Source: Monetate

    Notes: E-commerce conversion rates grew on a year-over-year basis across devices in the US, UK and on a global basis, reveals Monetate in its latest quarterly report, which also notes that conversion rates were almost twice as high for returning visitors (4.55%) as they were for new visitors (2.49%). Separately, mobile traffic to e-commerce sites continued to grow, exceeding 43% of traffic in the US in Q4 and an impressive 60.8% of traffic in the UK.

    Within the US, add-to-cart rates continued to be roughly twice as high on computers (13.38%) and tablets (12.01%) as they were on smartphones (6.34%). Globally, average order values were highest on computers ($124.32), followed by tablets ($107.63) and smartphones ($88.73), while direct visitors ($118.57) spent more per order than those coming from email ($113.62), search ($111.70) and social ($107.42).

      Related: What’s Mobile’s Influence In-Store?

        About the Data: The Monetate data is based on analysis of 7 billion online shopping sessions from Q4 2015.

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