Monetising Weekend Mobile Shoppers

Prompted by Affiliate Window’s latest awesome white paper on m-commerce I thought I should have a look at the data we have and how it compares to theirs. Amongst all the myriad of charts and stats the one that stood out for me was that of mobile sales by day and that comparatively more are made on a Saturday, whilst desktop machines deliver vastly more sales on a Thursday.

Source: Affiliate Window M-Commerce White Paper

Taking one non-mobilised website for June (excluding the week of the Bank Holiday) we can see that we can see the exact opposite. This is a leisure goods retailer and it shows that mobile sales are much less over the weekend whilst on Wednesday’s consumers purchase on their mobiles in greater relative terms.


But what of the conversion rates?

What can we make of this data? A non-mobilised website converts less well at the weekend? But Why?

This chart shows that at the weekend desktop traffic falls significantly. The rationale could be that those that work Monday to Friday have had enough their desktop computer and would relax with their mobile device to conduct product research or compare prices whilst out shopping.

The data does show that as people switch from desktop to mobile at the weekend that if you don’t have a mobile website, conversion rates and over sales volumes will suffer. The issue is how much? That will depend on which sector you operate in. The Affiliate Window data shows that your mobile traffic could be as high as 35% if you’re in fashion retailing or as low as 6.92% in travel or 0.10% in utilities.

If you wanted to analyse the scale of the issue for yourself Google Analytics doesn’t make day of the week data easy to isolate and compare. You could use this method, or you could just take random weeks out and jot down your traffic, sales numbers and conversion rates and build up a chart from that. What is important is that you take stock of how well, or badly you convert traffic at the weekend when people are in the mood to shop and then estimate how many extra sales you could gain by increasing conversion rates with a mobile site.

But how much could you realistically increase your sales? In this case study Foot Asylum increased the share of mobile sales from 1.4% to 14% within six months of their mobile site going live. That sort of improvement would look great on any marketing report.


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