Conversion rates by browser & OS - any feedback/experts/experience?
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Hi,
Ive been evaluating conversion rates by operating system and by browser for a client. Ive picked up significant and somewhat disturbing trends.
As you'd expect the bulk of traffic is coming from a Windows/Internet Explorer combination. This is unfortunately one of the worst combinations (Windows/Firefox & Windows/Safari did worse. Chrome/Windows was significantly the best combination with Windows).
Windows also performs much worse than Mac. E.g. Windows/Firefox performs worse than Mac/Firefox. Overall conversion rate for Mac is 7.07% compared to 5.69% Windows. This is based on hundreds of thousands of visits and equates to tens of thousands of dollars difference in revenue.
Generally later versions of browsers perform better on both main operating systems e.g IE 9.0 converts at 6.33% compared to 8.0 at 5.80% on Windows and Firefox 4.01 on the Mac converts at 7.57% compared to 3.6.16 at 6.54% (although this dataset is smaller than Windows/IE).
Page load speeds (recorded in the clients analytics) are significantly faster on Mac than Windows (as expected really).
Being Windows/IE and specifically Windows IE8 represents the bulk of traffic should we be addressing this? Will any optimisation negatively affect better performing Mac/Browser combinations? Understanding that Mac users equate to 'better' converting visitors - what else could be done there?
Anyone have thoughts or experience on optimising pages for improved conversion rates via IE and Windows?
Thanks in advance,
Andy
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I think its possible but its also heck of a generalisation and given the considerable extra $'s available by findng and fixing even the smallest of possible technical issues e.g. optimising page load for IE (perhaps IE renders javascript or images slower?) im keen to try and find out.
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Aren't these conversation rates a simple representation of the type of user that is using a specific browser? Chrome / Firefox tend to be more tech savvy users, that are probably more likely to convert no matter what your conversion goals are (especially if your primary goal is to sell stuff online).
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