The conversion paradox
The overall rate drops while each platform improves. · PM Drills · 17 · 30 sec–2 min
The conversion paradox · 30 sec–2 min
Situation
Desktop and mobile both convert better.
Overall conversion nevertheless falls. This month, a campaign brought many more mobile visitors, whose conversion remains lower than desktop's.
Think before scrolling
How can all three statements be true?
Explain the role of segment size and what you would recommend investigating.
How a strong PM thinks
The aggregate is weighted by the traffic mix.
A larger share of lower-converting mobile traffic can reduce the total even as each platform improves. Compare both segment rates and volumes, and calculate a stable-mix view if useful.
The business result still matters. Investigate whether the campaign attracts suitable users and whether the mobile experience has a meaningful opportunity. Do not label the new flow worse based on the aggregate alone.
Takeaway
Inspect who is inside the average.
Audience composition and within-segment performance can move in different directions.