And the enemy is… friction, drop-off, attrition, cart abandonment – engagement in general  for sure, but specifically by device. But the enemy can be defeated with the right tools. Segment your traffic, and analyse the user experience.

For example, look at the source of your successful conversions. In this example, it’s clear that desktop (blue) has a far far better conversion rate than other devices. So get A/B testing versions of your mobile site!

eCommerce by medium and device