Dive Brief:

• The conversion rate for mobile consumers on sites optimized for mobile is 160% higher than on sites not optimized, according to a study of 53 of search analytics firm Netelexir’s clients, the company says.

• Further, the average order value of purchases on sites not optimized for mobile is 70% of the average order value of those retailers’ desktop websites, the study found.

• In contrast, the average order value on mobile-optimized sites is 102% of the average order value of those retailers’ websites on computers.

Dive Insight:

This small study is a snapshot of the value of mobile optimization for retailers, which can be especially acute for e-commerce-only retailers. In an earlier study this year, search marketing firm The Search Agency found that most mobile shoppers wouldn’t recommend sites that don’t perform well on mobile.

"Businesses that fail to offer optimized mobile experiences may suffer losses, as 57% of smartphone users report they would not recommend a website with a poorly designed mobile site," according to the The Search Agency, which also noted that there’s an expectation that e-commerce retailers will have mobile sites that function well.