Is mobile a better channel than your current data suggests? We recently caught up with Will from Underwaterpistol and Claudia from Klevu to chat about the state of mobile ecommerce.

The average mobile conversion rate tends to be only 1-2% for Shopify stores. But that's just the beginning of the story.

Optimizing for mobile is an ongoing process. There isn't just one solution.

In addition to technical factors like page load speed (time to first paint, etc.), you have to consider the entire user journey and optimize the flow accordingly. This includes social presence, the details of browsing behavior (eg. on-site search, product list views), and checkout funnel tracking, which can be difficult to do manually for Shopify stores.

That said, unless you get marketing attribution right in the first place, you might be beating a dead horse.

Note: How do you compare? Check out our list of essential benchmarks for Shopify stores, including average order value (AOV) and bounce rate from mobile search.

Multi-touch attribution models are useful, but it's important to fix basic tracking issues first (such as cross-domain tracking in the checkout flow), and even once you get that tracking set up correctly, it's essential to understand how users are behaving at each touchpoint, rather than just giving each touchpoint a certain percentage of credit for the conversion. This is especially true for Shopify stores and DTC brands where popular mobile channels such as Instagram and Pinterest are a strong draw.

For example, if your best (highest LTV) customers are actually coming from Instagram Ads on mobile devices, and then purchasing on desktop once they get into your brand story on a deeper level, then maybe your mobile site should focus on visual brand stories with an email signup CTA, instead of discounts and cart abandonment campaigns aimed at direct ecommerce conversions.

Thanks to Underwaterpistol (UWP) for putting together the video chat!

UWP is one of our Shopify Plus agency partners at Littledata. Do you run a team of Shopify experts that would like to use Littledata to fix tracking for your clients? Learn more about our partner program.