Act on your data.

Compare mobile conversion rates.

Compare conversion rates for mobile as a whole, and for each mobile platform, with conversion rates for desktop. Your conversion rates for mobile should be consistent with those for desktop.

Investigation

  1. Navigate to Audience > Mobile > Overview.

  2. Select Goal Set or Ecommerce (under the Explorer tab, upper left of report).

  3. Select the Data view (at top right of table) if not already selected.

  4. Look at Conversion Rates for your individual micro goals (or the Ecommerce Conversion Rate on the Ecommerce tab). How do conversion rates for different device categories compare?

Repeat this investigation for each mobile device. Navigate to Audience > Mobile > Devices. Look for low or lower than normal conversion rates.

Action

If conversion rates are lower than average for particular devices, find out why. Access the site with those devices. Pay particularly close attention to landing pages, checkout forms, and any pages that users must navigate in order to convert. Are buttons large enough? Are instructions brief? Correct any usability issues you find with these pages.