Your mobile conversion rate is half your desktop conversion rate and the gap has been there for three years and the explanation given is that mobile is a research channel.
Mobile is where your customer is. It is where they discovered the product, compared the price, read the reviews and decided to buy. The transaction happening on desktop is not evidence that the customer prefers desktop for purchasing. It is evidence that your mobile experience is not good enough to complete the transaction they decided to make on mobile.
The research channel framing is one of the most expensive pieces of received wisdom in ecommerce. It is true that some customers research on mobile and purchase on desktop. It is also used to explain away a mobile experience gap that is costing conversion at a rate nobody has calculated precisely, because calculating it precisely would require fixing it and fixing it requires a conversation about the mobile product that is more expensive and politically complex than the research channel framing allows.
The gap between your mobile and desktop conversion rates has a pound sign in front of it. At your traffic volumes it is one of the largest unclaimed opportunities in the business.
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