According to Google, people spend 15+ hours per week on their smartphones browsing or researching products and services online. Yet, conversion rates on mobile devices continue to be much lower than on desktop or tablet. On average, global desktop conversion rates are nearly 3x that of mobile conversion rates. There are several reasons as to why that is.
Firstly, user intent often differs. Online searches on mobile phones tend to focus on solutions that are in near proximity, such as looking up the closest store. Secondly, mobile phones are often used while performing other daily tasks. Distractions in the real-world can cause interruptions leading to a multi-session and multi-device shopping experience. The browsing journey might start on the mobile phone while lining up for morning coffee, continue on the desktop computer at work while eating lunch and end at home on the laptop while watching TV.