Every now and again, there is a lot of talk about mobile optimization and its benefits. Optimizing for mobile is important, and there are many people that have still not done everything they can to optimize their websites or marketing content for mobile web platforms. However, the number of mobile optimized sites and content is on the rise, so that is good news. The problem now is that people are focusing all of their attention to mobile phones, when they really are only one mobile platform that can bring results. Tablets cannot be forgotten, as there is countless proof that people intend to continue using tablets heavily, like the huge number of sales from Apple, Amazon, and Google.
What is quickly becoming reality is that tablet users are buying more than PC users. With a purchase being the basis of all that is marketing, I would say that this is a pretty important fact. However the only way that mobile tablet users are going to make purchases, or click ads for that matter, is if there is mobile optimization. Otherwise, many people will not bother, as speed and convenience are becoming everything in the digital business. Catering to the consumer is priority one, therefore mobile optimization is a necessity, specifically in tablets these days.
Conversions are what marketers are constantly seeking, and in the mobile realm, it is the tablet that brings in a much higher conversion volume. Smartphones today are used more for research before a purchase in-store, or to look up directions to a store. With conversion being more from tablets, the importance of optimization is clearly being taken for granted. In fact, an ecommerce tools and marketing solutions company, Skava, has released data that tells us that only about 7% of all retailers online have websites that are optimized for tablets. That being the case, many of the clicks that occur on tablets that could potentially lead to conversion simply do not, and opportunities are being missed.
Here are some of the top problems that Skava says that consumers are dealing with in terms of tablet web use:
- Site not optimized to switch between landscape and portrait
- Images not working correctly
- Drop down buttons not functioning
- Text too small
- White space
- Links difficult to click
All of these design issues combined will almost definitely drive a customer away from a website. Sure, with the larger screen sizes found on tablets, it becomes much easier for some companies to get away with sites that are not optimized. This fact though, is partially responsible for the lack of optimization, being that marketers and businesses believe this is true for all websites.
As of right now, CTRs on tablets are higher than PCs with tablets having 3.30% and PCs having 2.26%. Also, the order value for tablets is higher than both PCs and mobile devices at $123. For mobile devices tablets have the highest conversion rates with 2.3%, all of which is according to data from Adobe. That said, it is pretty clear the importance that tablets hold in today’s digital marketing.
