The growing importance of tablet E-commerce UX

As iPhone shoppers decrease, the amount of people now shopping e-commerce sites on tablets has grown rapidly to 54.9%. Not only has iPad usage increased, but the average conversion rate is also 22.5% higher (visitors convert at 3% as opposed to 2.8% for websites overall). iPhone conversion is much lower, at only 1%.

Average Order Values – iPad wins 

aov_-_mobile_vs_non-mobile

 

Increase in traffic from tablets

In just one year, traffic from tablets has increased 348%. The fastest growing demographics are both young and old consumers and they are used in environments that may explain their higher conversion:

- 96% in the living room

- 94% in the bedroom

- 75% in the home office

- 70% on the porch

These are environments where people feel more relaxed, have more privacy and more time to make a purchase which may explain the higher conversion.

It’s time to focus on your tablet user experience

With increased traffic from tablets and increasing conversion, it’s time to think about improving your tablet user experience and usability. If you haven’t done so, we would highly recommend analysing/benchmarking your current tablet user experience via user research or eye tracking so you can then work on redesigning the main tasks of your site to increase your conversion. Basket and checkout areas are particularly troublesome on tablet devices and are a good area to focus improvements.

source: http://econsultancy.com/uk/blog/10385-mobile-traffic-on-e-commerce-sites-doubles-in-nine-months