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Posts tagged with Conversion Rates

Tablets account for 18% of UK paid search clicks, but just 8% in the US

Tablets accounted for almost one fifth (18%) of UK paid search clicks for retailers in 2012 compared to 13% on smartphone, according to a new report from Kenshoo.

Tablets also delivered 18.3% of conversions and 21.3% of revenue, while smartphones achieved just 3.6% of overall retail conversions from PPC and 3.4% of revenue.

Similarly, the conversion rate from smartphone visits is just 1.59% compared to 5.85% on tablet and 6.53% on desktop.

The report indicates that marketers aren’t yet making the most of the opportunity presented by tablets, as the devices account for 14.1% of ad spend at a CPC of £0.25, while desktop hoovers up 78.7% with a CPC of £0.36.

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Six retailers that used product videos to improve conversion rates

Product videos are a great way to improve conversion rates online as they reassure the customer by helping them make an informed purchase decision.

One of the main problem with ecommerce is that you can’t hold the product in your hands before you buy it, which is why offering free returns is such a great selling point.

But video is also a great way to limit the impact of returns, as it gives customers a full view 360 degree of the product.

We've previously blogged best practice tips for ecommerce product videos, and recently looked at the rise of video in 2013.

With this in mind, here’s a round up of some stats showing how product videos have improved conversion rates for six online retailers...

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Conversion rates from tablets are four times higher than smartphones: stats

Throughout 2012 we’ve seen numerous studies that highlight the massive difference between shopping behaviours on tablet and smartphones.

The usability of each device should make this obvious, yet they were often – and occasionally still are – lumped together in the mobile category when comparing sales and traffic stats to desktop computers.

This is despite the fact that data published by Adobe in May shows that one tablet generates as many website visits as four smartphones.

By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet.

However, smartphones only maintain a greater share of website visits due to the lower penetration rate of tablets, with 5x more smartphones shipped across North America and Western Europe compared to tablets.

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Mobile accounts for 28% of paid search clicks so far this Christmas

Smartphones and tablets have accounted for more than a quarter (28%) of the clicks on retail paid search ads so far this Christmas, according to data from Kenshoo.

The Kenshoo 2012 UK Online Retail Christmas Shopping Report - Early Edition, indicates that the share of clicks from personal computers is down to 72%, with tablets comprising 15% of all clicks and mobile phones accounting for 13%.

The data also shows that tablets drive the highest average order value at £85.55, followed by smartphone (£77.80) and desktop (£75.93). 

However smartphone conversions lag way behind the other devices at just 1%, compared to 4.99% on tablet and 5.16% on desktop.

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More companies are designing their sites for tablet and mobile: stats

More companies are responding to mobile trends and designing websites for phones and tablets, but many are still not even testing how their sites look on mobile devices. 

According to our fourth annual Conversion Rate Optimization Report, produced in association with RedEye, the proportion of organisations designing their websites specifically for mobile phones has increased from 25% to 35% since 2011.

However, the majority of organisations are still not designing their websites (61%) or conducting usability testing (55%) specifically for either mobile phones or tablets.

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Site speed: case studies, tips and tools for improving your conversion rate

There are numerous studies that highlight how important site speed is for the user experience, but in truth it's something that should be obvious to everyone.

Nobody likes to wait ages for web pages to load, particularly when it's so easy to navigate to a competitor's site.

Yet page speed is still an issue for many website owners and they are potentially losing a huge amount of revenue as a result.

To shed more light on how slow site speed might be undermining not only the user experience on your site but also your conversion rates, I've compiled this useful list of case studies, stats, tips and tools...

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Smartphones achieve higher AOV than tablets but lower conversion rates: stats

The iPhone accounted for 61% of smartphone visits to e-commerce sites in Q2 compared to 37% from Android devices, according to new data from Monetate.

This represents a massive shift since Q4 2011 when iPhones made up 52% of traffic versus 46% from Android.

The launch of the iPhone 4S in October may have had an impact, while new Android devices such as the Samsung Galaxy S3 appear to have had little impact on traffic numbers.

However there’s a different story when comparing tablet traffic. While the iPad still dominates the market the Kindle Fire and other Android devices have managed to take 10% of market share away from Apple in less than a year.

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How are retailers optimising for tablet shoppers?

We've all seen the stats showing how tablet (mainly iPad) shoppers are spending more, converting at a rate similar to desktop, viewing more ads, and so on. 

For various reasons, the correlation between tablet ownership and disposable income being the most obvious, tablet shoppers are very valuable customers for online retailers. 

Despite this, there are very few examples of sites that have optimised for tablets, though a few brands have done so. 

I've been looking at the tablet optimised versions of eBay, Blackberry and Staples (all US sites). 

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Mobile traffic on e-commerce sites doubles in nine months

Mobile visits to e-commerce sites continue to grow, with mobile now accounting for 20.8% of visits to Screen Pages' clients' websites. 

The e-commerce agency studied traffic to 13 websites, with more than 500,000 visits for the month of June. 

The stats also show the value of tablet / iPad customers to premium and luxury online retailers.

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How tablet shoppers are changing e-commerce [infographic]

Traffic to e-commerce sites from tablets (mainly iPads) has increased by 348% year on year, and is set to rise further, with sales of tablets predicted to reach 119m in 2012. 

This infographic from Monetate looks at some of they key stats, and the importance of what it calls 'couch commerce' 

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Tablet stats: iPad still rules, but the competition is catching up

8% of the UK population now owns a tablet, which equates to roughly 3m users, according to stats from YouGov. 

The stats show Apple's dominance of this market with the iPad, but also that other tablets are beginning to catch up. The iPad's market share has slipped from 75% to 71% between Q1 and Q2 2012. 

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Tablets and the need for speed

The importance of fast load times in an online retail environment has been proven time and time again. Online, a shopper’s time literally equates to money.

Now, the research from our recent mobile study shows that it’s a shopper’s time on tablets that should be the focus on your website optimisation initiatives.

In the UK, 82% of mobile purchases are made on the iPad.

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