An analysis of our clients’ websites shows that the amount of mobile traffic on B2B websites is much lower than on B2C websites. However, many of our B2B clients are now showing significant traffic on mobile—it can be 20-30% of total traffic.
The conversion rate is usually much lower on mobile. This is especially true for B2B sites. However, it would be a mistake to dismiss this traffic because of the low conversion rates. Many of the mobile users will later come back and convert using their desktop computer. Therefore, it is important to make sure the mobile version of your website mobile traffic works well.
How to Determine B2B Mobile Traffic Quality
The quality of the B2B mobile users can be confirmed in a variety of ways. One way is to check the ISPs of the visitors. Many B2B companies sell to big companies and research institutions that have their own ISPs. In that case, you can easily check in Google Analytics what percentage of the mobile users have their own ISP. Just create a segment that filters out the well known ISPs that consumers use and compare that to the total.
Then, compare this percentage to desktop users. This will give you an indication of the quality of the mobile users vs desktop. One important point to keep in mind is even if the mobile traffic has a smaller percentage of quality traffic, that doesn’t mean it isn’t important. If you are making a profit from the is traffic then it is important.