With the advancements of today’s technology,
online is becoming the norm for many shoppers. In a recent survey in Britain,
29% of respondents stated that online shopping is the ‘best tech development of
our time’. They mean it as well with eMarketer forecasting that the global
eCommerce trade is expected to increase by 20.1% this year to reach $1.5
trillion, and with 70% of shoppers claiming to prefer online over real world
shopping
.
.
But when it comes to customer experience on
tablet devices, there is more than meets the eye.
Tablets are undergoing a massive increase in
popularity with a resulting flow-through to online shopping. Average spend
and conversion rates are higher on tablets than other mobile devices. With
their larger screens making it easy to pinch and zoom for detailed product
views, search and web browsing, and their small, easy to handle size providing
a comfortable and enjoyable experience, this should be of no surprise to
eCommerce operators.
A
recent study by Adobe indicated that tablet shoppers are
three times more likely to make a purchase over mobile phone users, with
average spend also 50 percent higher than desktop users.
These
statistics highlight the need for a greater focus on the tablet customer
experience. Research shows that great shopping experiences lead to increased
conversions, higher spend and higher levels of customer loyalty and return. But
are retailers ready for the surge in tablet commerce? Many tablet shopping
sites report customers being dissatisfied with site usability compared to
desktop versions.
Tablet users are known to spend more time interacting and engaging
with content and media. In addition to making the tablet experience as
intuitive as possible, online retailers should consider adding features that
users can interact with, as studies show that tablet users will spend more time
on a site with these features before making a purchase.
For example, Show. See. Sold. is an interactive display for eCommerce that not only increases
time on site, but also conversion and average spend, whilst giving an enjoyable
experience they look forward to returning to. Interactivity and the display of
more images in the one view create an environment that promotes discovery and
search. This improved user experience is the key to the improved uplift and key
metrics for Show. See. Sold.
It
is apparent that retailers who are not optimizing for tablet shopping are
missing opportunities and will continue to do so until they make the tablet
experience a priority.
Author Bio
Shaylee Rogers is the
Marketing Coordinator for thereitis Show. See. Sold.