Responsive is Everything: Straight Talking 2014 Ecommerce Holiday Data

Every day we see analytics data from our client's stores, and most of the time we use it as a benchmark of our performance and move on. But sometimes, we look at all of that data as a big picture. This week, we looked at Google Analytics data about 41K visitors to our client's store during Black Friday weekend and drew some conclusions – big and small – that may change how you view your mobile strategy.

We looked at data from our top 20 performing ecommerce clients (mostly on the Shopify platform) from 11/28 through 12/1. Of the 41K visitors in our sample, we saw 49.54% of traffic coming from mobile (33.01% from mobile phones, 16.53% from tablets) and just 50.46% from traditional computers. By comparison, mobile was 40.1% of traffic for the same period last year. That's a big leap for this year.

Let’s dive a little deeper into that data and see what other interesting findings we can dig up—

Mobile OS

• iOS : 74.43%
• Android : 23.2%.
• Other: 2.37%

Average conversion rate for non-responsive sites:

• Desktop: 2.61%
• Tablet: 1.56%
• Mobile: 0.83%

Average conversion rate for responsive sites:

• Desktop: 4.42%
• Tablet: 3.10%
• Mobile: 2.10%

How about the top ten devices?

Things get a little fuzzy here. Apple devices report themselves without specifics. All iPhones and iPads report themselves as a single respective device. This hides fragmentation and pushes them to the top of the list. Where as Android phones proudly report their branding, so it’s easy to tease out specific devices.

1. Apple iPhone (all)
2. Apple iPad (all)
3. Samsung Galaxy S5
4. Samsung Galaxy S4
5. Samsung Galaxy Note 3
6. Samsung Galaxy S3
7. Samsung Galaxy Tab 3
8. Motorola Droid Ultra
9. HTC One
10. Samsung Galaxy Note 2

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