Solving For X: Learning More From Relative Mobile Conversion Rate

This week’s article is for all of our SEO and UX friends having trouble convincing their bosses to take notice of mobile. Money talks, and this metric might be the key to getting those performance/development projects off the ground. 

Google recently wrote about Relative Mobile Conversion Rate (or Rel mCvR), and how it’s a great tool for measuring mobile website performance. With people spending up to 70% of their time on mobile, it’s vital for retailers to provide a smooth, useful mobile website experience. The days of siloed customer journeys are over, and Rel mCVR shows whether your mobile site converts users as well as your desktop site. This statistic is calculated by dividing the mobile conversion rate with the desktop conversion rate.

With a high traffic share but lower relative mobile conversion rate, it’s easy to see the need to improve mobile site performance.

One of the great things about this metric is that it won’t be affected by traffic influencers such as seasonality or marketing campaigns since it’s focused entirely on what the site is doing to convert users. As a result, Rel mCvR is an effective tool for determining how much revenue onsite work (like SEO, speed optimization, or web development) could be worth to the business. Usability and UX changes will help drive your Rel mCvR in a positive direction, showing that your mobile presence is just as capable of converting users as your desktop site. Changes like these have a trickle -down effect, improving the efficiency of marketing campaigns. 

How To Utilize Rel mCvR

Some tips for making the most of your findings with Relative Mobile Conversion Rate:

  • When it comes to tracking, don’t fret over daily changes. At a minimum, start with weekly measuring. You want to allow for website changes to take effect and note how they affect the overall performance over time. With so much changing in SEO, you want to implement changes and give them time to see the results.
  • Companies with brick and mortar locations may never reach 100%, since mobile is often a piece of the entire puzzle and not a standalone replacement for the desktop experience. Brands with physical stores should instead aim for a 70% Rel mCvR.

Notice from July through September: as load time decreases, Rel mCvR increases (Image: Web.Dev)

Here’s How You Can Solve For X

Start With the Website in the Mirror:

Most businesses have SEO improvements they can make to improve their mobile site’s speed and performance. By auditing your site, you’ll know exactly the changes you need to make in order to improve your Rel mCvR. What is your mobile site lacking? Have you considered making it an Accelerated Mobile Page (AMP)? What do your shoppers need from your mobile experience they currently don’t have? Questions like these are a few prompts to explore if your mobile site is costing your business revenue.

Isolate the Improvements

If you want to track Rel mCvR in incremental steps, you may want to only add one set or group of mobile site/experience updates at a time. This allows you to see the different value of each to your business while helping identify which changes have the greatest impact with your users.

Does your SEO have room to grow? Contact us to learn more about improving your site and driving more revenue.

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