I made a statement, in September 2012, that I expected over 25% mobile visits before March 2012. I also stated that I expect Mary Meeker’s +50% mobile traffic to become reality before 2013. I made these statements in my article: “Mobile Rise Increases and puts your Conversion Model at Risk“.


Both statements are now reality! At least, for http://www.tijdenszwangerschap.nl. During the summer of 2012 there was over 50% mobile traffic (including tablets). November 2012 shows 41,01% mobile traffic and 15,12% tablet traffic and combined 56,13% traffic.


More than 25% mobile traffic was already reached in september 2011. Exactly one year after a made the statement.




* Mobile traffic and tablet traffic are tracked seperately since November 2011.






But what about other websites?
I’m a consultant for 3 large webshops. These webshops all show a mobile traffic share of 20 to 25%. These webshops have thousands of visits each month. Interesting is that conversion rates for mobile (including tablets) is 35%-60% lower than via desktops. Really strange is that 85% of all mobile traffic to this webshop is from tablet traffic. Why are these conversion rates so much lower?


Something else worth mentioning is that small websites with only a few hundred visits per month (or less) have less than 11% mobile traffic? Why would this be?


What are your experiences?
Please use the comments section to add your experience.


About the author

Diederik Martens Chief Marketing Technologist & Founder of SMOps

Diederik Martens is a results-driven digital marketer with a passion for B2B and the complex sale. Diederik is a frequently asked speaker and lecturer on marketing operations, marketing automation, lead nurturing, buying journeys, CRM, Predictive Lead Scoring, and marketing technology. Diederik is Marketo Certified and experienced in Salesforce. Marketo honored Diederik as one of the world’s top 50 by naming him to the 2014, 2015, and 2016 Marketo Champion Elite class. In 2015, Diederik was awarded a Killer Content Award in 2015 for his nurture campaign strategy at Quintiq.

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