Even though smartphone use continues to rise among consumers, many retail organizations share the belief that mobile doesn’t convert.

According to Salesforce, on Thanksgiving 2016, while 56% of consumers shopped via smartphone, only 37% of sales took place on smartphones. Meanwhile, desktops and laptops contributed to 35% of traffic, but 51% of sales.

The gap between mobile traffic and mobile sales may look like a lack of mobile conversions. But mobile, desktop, and brick-and-mortar aren’t three different sections of your business—they are three different but interrelated aspects of a unified customer experience.

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