Tablet conversion rates are nearly always significantly higher than smartphone conversion rates. Understanding some of the usage differences between tablets and smartphones will help you adjust your e-commerce environment to encourage tablet use for shopping.
According to research people tend to use tablets in different circumstances and locations than they use smartphones. Peak tablet usage is from 5 pm until 9 pm, and most people use them at home. Smartphones are grabbed first thing in the morning and used on the go, peaking during business hours.
Essentially, consumers have a different mindset when they’re holding a tablet. They experience fewer interruptions and can focus on just one task: shopping (we hope).
Tablet shoppers enjoy more direct, satisfying interactions with products; it’s easy to zoom in on a product’s details and to see related items featured on the same screen. These shoppers take the time to not just skim through a list but to weigh the pros and cons of the products they’re shown. The dollar value of purchases made on tablets tends to exceed the value of those made on smartphones. This may be due to the extra time they spend, or it could be that tablet owners are in a higher socio-economic group than other device users.
To increase tablet use among your customers (and make the most of those higher conversion rates), highlight key tablet functionality and provide a more immersive experience by taking these steps:
1. Invest in tablet-specific capabilities.
Change your layout to be more of a “look book”—what you’d see in a glossy magazine—rather than traditional thumbnails. Make sure consumers can zoom in in great detail (ideally, a 1:1 ratio). Check that everything is optimized to exploit touch UX patterns.
2. Rethink your UX and design.
Take a fresh look at your assumptions around searching and browsing. You may need to adjust the journey you take your customers on, perhaps showing search results with large images and emphasizing related products.
3. Consider a mobile app for the tablet.
If you have a loyal customer base, a tablet app can nurture those relationships. You can take advantage of deep linking, stored payment information capabilities, and other elements to make it easier for those customers to complete their purchases.
4. Look ahead at the busiest shopping season.
Smart retailers have already designed landing pages for the holidays, linking to early preview deals and offers that guarantee access to popular items before they run out. Special discount codes and urgency-based messaging (including dynamic stock count information and number of shoppers viewing a specific product) can give you a sales bump before Black Friday hits. For more Black Friday tips, check out this resource.
So make tablet purchasing a priority now for a more successful holiday season, and beyond. And if it’s too late for you this season, now is the time to start paying attention to how your own mobile usage is trending.