What retailers need to know about falling conversion rates in mobile shopping

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In the US, visits to retail websites on smartphones have increased, but conversion rates on them are down, according to Monetate's quarterly report.

• Website visits on smartphones went from 13.39% in Q1 2014 to 19.09% in Q1 2015, a 5.7% year-over-year growth.
• Conversion rates on smartphones went from 1.19% in Q1 2014 to 1.08% in Q1 2015, a 0.11% year-over-year decline.

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The smartphone user base is growing in the US, which explains the increase in website visits. But the decline in conversion rates is more complex.

A possible explanation for this is the increasingly saturated smartphone market. Late adopters tend to be less tech-savvy. While they often buy smartphones because they're easily available on the market, that doesn't mean these consumers will shift their shopping habits to make purchases on their newly adopted phones; this could translate to declining conversion rates.

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