CRO isn’t just about numbers—it’s one of the keys to boosting eCommerce success. And if you’re in the eCommerce space, you know how vital that magic trick can be. This year, the 2Checkout platform continues to serve as a barometer for digital commerce success. Their latest benchmarks from H2 2024 offer invaluable insights to help you optimize performance and sharpen strategy. Think of this as your compass for conversion clarity.
Thus, let’s dive into what these benchmarks reveal and how you can ride the waves of 2024’s conversion trends.
Desktop Still Reigns Supreme
When it comes to device performance, desktop browsing remains the undisputed champion. In H2 2024, desktop CR clocked in at 35%, significantly ahead of tablet (24%) and mobile (19%), although it’s interesting to see mobile conversions are highly periodical. This trend reinforces one simple truth: intent matters. Shoppers sitting behind a keyboard are often more focused, making purchases that are considered rather than impulsive. This pattern is clear especially for digital goods, where analyzing product features and different pricing options before making the purchase is critical.
That said, mobile isn’t to be ignored. 2Checkout is rolling out a new two-column mobile checkout template designed to address conversion friction. This UX-focused overhaul is expected to push mobile CRs upward, especially as mobile-first commerce becomes even more dominant in APAC and LATAM regions.
Geography Shapes Performance
Regionally, North America continues to dominate, with the U.S. boasting a 43.3% conversion rate and Canada hitting a sky-high 49.9%. Europe isn’t far behind, with standout performances from Belgium (46.4%), Italy (46.3%), and France (45.8%).
So, what’s the CRO lesson? Well, localization is key. Offering region-specific payment methods and adjusting CTAs, pricing, and language to suit local buying behaviors can dramatically move the needle.
B2C Dominance, But B2B Gains Ground
Across business types, B2C continues to outperform B2B with a conversion rate of 32% vs. 23%. The gap remains largely due to shorter decision cycles and tailored consumer targeting in B2C. Still, B2B players aren’t sitting idle.
To boost B2B conversion rates, you should devote time to personalized pricing, seamless cross-device experiences, and intent-based targeting (LinkedIn, whitepaper downloads). Reducing buyer friction in the discovery-to-checkout funnel is essential, especially when longer sales cycles and higher transaction values are involved.
Industry Insights That Matter
What stands out is consistency. Inline cart CRs across industries saw incremental growth from H1 to H2, indicating that continuous testing and template optimization are having an impact. With 2Checkout offering standardized carts, even small tweaks can ripple out into big wins.
Tactical Wins for Mobile & SaaS
If mobile CR is lagging, it might be time to dig into the technical nitty-gritty. A potential solution might involve having to:
- Cut down on form fields
- Enable autofill and one-click payments
- Show inline error messages (no more post-submit surprise!)
- Improve load speed for smoother UX
For SaaS brands, PLG (product-led growth) remains a goldmine. Fast-track free trial-to-paid conversions through personalized onboarding, interactive demos, and smart upselling during in-app use. And don’t sleep on hybrid pricing models—regional, usage-based, or tiered plans continue to outperform flat pricing. Encouraging your users to opt for automatic renewal subscription and using churn prevention campaigns are also important aspect to consider in the SaaS environment.
What the Numbers Whisper
Beyond the raw stats, there’s a larger narrative. The global eCommerce ecosystem is becoming more fragmented and competitive, but also more opportunity-rich. The winners are those who stay adaptable, think locally, and iterate relentlessly.
A few key movements to keep an eye on:
- Desktop isn’t dead: It’s your best bet for high-intent conversions.
- Mobile UX is critical: Especially in emerging and mobile-first markets.
- Tailored experiences pay off: Whether it’s localization or personalized pricing.
- Continuous testing matters: Especially as 2Checkout introduces new templates and flows.
Conversion rate optimization isn’t a box to check—it’s a mindset. The 2Checkout H2 2024 benchmarks reveal a landscape in motion, with powerful insights tucked behind every data point. From APAC’s mobile revolution to B2B’s personalization playbook, the trends are clear: success in 2024 hinges on being nimble, data-savvy, and user-obsessed.
So ask yourself: is your checkout experience helping or hurting your business? The answer might be hiding in the data you haven’t acted on yet.
It’s time to stop guessing and start optimizing. Let this benchmark report be your roadmap—and let your conversions do the talking.
Discover more insights by checking out the full 2Checkout CRO Benchmark Report and identify areas to optimize for continued growth.
