Ecommerce Metrics - Average Conversion Rate by Operating System

​Ecommerce Metrics Series – Average Add to Cart Rate, Website Visits and Conversion Rate Reports Q2 2019

In this Ecommerce Metrics Series I will be sharing with you the currently average metrics in the ecommerce world. Last week, I’ve written the ​Ecommerce Metrics Series – Average Order Value Report Q2 2019.

This week, I decided to combine 3 reports into 1: Average Websites Visits, Average Add to Cart Rate and the Ecommerce Average Conversion Rate.

Average Website Visits by Device Type – Q2 2019

Ecommerce Metrics Series - Average Website Visits by Device Type - Q2 2019
Average Website Visits by Device Type – Q2 2019

Mobile phones are by far on the number 1 spot in terms of average website visits. 3 out of 5 people are using their phones to look at products, read news and everything in between. The YoY increase in mobile traffic is crazy: in the same period, but a year ago (Q2 2018), mobile devices represented 51.75% of the total website visits. In 2019 this percentage increased by 16.3%! 

It’s believed that this will only increase in 2020. Make sure that your website is optimized for mobile devices.

Desktops are on the second place in terms of average website visits.  Approximately 1 out of 3 people are using their desktops to browse through websites.

Tablet traffic has decreased since Q2 2018, from 8.76% to 7.69% in 2019.

Average Website Visits by Operating System – Q2 2019

Ecommerce Metrics Series - Average Website Visits by Operating System - Q2 2019
Average Website Visits by Operating System – Q2 2019

The data gathered by Monetate points out that iOS devices are the most used by users to browse websites. The second place is taken by Android devices. 

Talking about mobile operating systems, Windows Phones are the least used nowadays. They represent only 0.02% of the total average websites visits recorded.

In terms of desktop operating systems, Windows devices are ahead of Mac. 20.27% of the average websites visits are done from a Windows machine, while 8.35% coming from Mac devices.

Linux and Chrome OS are on the last positions, with 2.14% average websites visits and 0.59% respectively.

Add to Cart Rate by Devices – Q2 2019

Ecommerce Metrics Series - Add to Cart Rate by Devices - Q2 2019
Add to Cart Rate by Devices – Q2 2019

Next up in the ​Ecommerce Metrics Series is the Add to Cart Rate Report.

Surprisingly enough, tablet users are the most keen on adding stuff to their carts. On average, 12.17% of users add something to their cart.

Closely behind are desktops. 11.87% of desktop users are adding at least a product to their cart. And on the 3rd spot are mobile devices. Since a lot of websites are still having problems with their mobile design, it’s natural that mobile phones have a smaller add to cart rate: 10.40%

Add to Cart Rate by Operating System – Q2 2019

Ecommerce Metrics Series - Add to Cart Rate by Operating System - Q2 2019
Add to Cart Rate by Operating System – Q2 2019

Chrome OS has the highest Add to Cart rate out of all operating systems. 13.97% of people who use this OS to browse an online shop are adding something to their cart.

Immediately after comes Mac. Aproximately 13.38% of the total Mac users that enter an ecommerce website add something to their cart.

The next 2 positions in this virtual top are taken by Windows (12.26% Add to Cart Rate) and iOS (11.29% Add to Cart Rate).

Average Conversion Rate by Device – Q2 2019

Ecommerce Metrics Series - Conversion Rate by Device - Q2 2019
Conversion Rate by Device – Q2 2019

Last but not least on the Ecommerce Metrics Series is the Average Conversion Rate Report.

Conversion Rate is the most used KPI by online retailers. While it is not the only KPI an ecommerce owner should look after, it is one of the most important ones. If your conversion rate is low then your store might go bankrupt. 

With the ever increasing ads costs, you should focus on converting the users that land on your website

The highest registered average conversion rate is associated with Desktop Users. 3.9% of them are ending their visit with at least a purchase. Looking back to Q2 2018, the average desktop conversion rate was 4.12%. 

The biggest purchase season is by far the last quarter of the year. There is Black Friday, Cyber Monday, Christmas and NYV. DUring the Q4 2018, the conversion rate of Desktop Devices was 4.79%! This points out that the conversion rate fluctuates a lot depending on the season and holidays.

Tablets have the second highest average conversion rate. 3.49% of tablet users that visit an online shop end up purchasing something.

People that browse shops from their mobile devices (60.19% of the average websites traffic) convert 2 times less than desktop users. With only 1.82% of these users ending up purchasing something from an online store.

Average Conversion Rate by Operating System – Q2 2019

Ecommerce Metrics Series -  Conversion Rate by Operating System - Q2 2019
Conversion Rate by Operating System – Q2 2019

Finally, let’s look at the Average Conversion Rate by Operating System.

The data points out that the highest converting users in terms of operating systems are Windows Users (4.41%). The second spot is taken by Mac users, who convert at a rate of 3.67%. Chrome OS takes the 3rd spot with an average conversion rate of 3.01%.

The top 3 operating systems by average conversion rate is comprised only of Desktop Operating Systems.

iOS (2.11%), Android (1.81%) and Windows Phone (1.14%) are the following operating systems. We have already seen that Mobile devices convert at a lower rate than Desktop devices.

See the full report: Average order values and Conversion rates for ecommerce businesses – Updated Q2 2019.

Stay tuned for the ​Ecommerce Metrics Series Q3 2019 report coming up in the following weeks.

Dan Cucolea
I am a conversion rate optimization specialist at Ontrack Digital. I am a Spreadsheets Wizard who can translate any data into a lovely graph that even has a story behind it.
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