Unfortunately, a standard e-commerce desktop site doesn’t work very well on a tablet. As consumers move away from monitors, keyboards and mice for everyday tasks, usability issues start to become more apparent. For example:
• A typical 12-pixel font is too small on a high resolution tablet screen.
• Buttons are frustratingly compact.
• Lengthy form inputs drive people away.
• Images are fuzzy and pixelated.
• Links accidentally get tapped.
• Load times can seem much longer than expected.
• Some features, like ‘hover’ states, just don’t work.
It’s possible to dramatically improve the experience of your website with some small enhancements. Changes like touch-enabled interface elements, larger buttons, and smart input forms will go a long way to transforming a user’s tablet experience and augmenting their shopping experience. It really is the small things that matter.
Shoot for the stars with a tablet-first experience.
An alternative to focusing on small fixes to drive incremental conversion growth is asking yourself, “What’s the best possible experience our customers could have on a tablet?”
By acknowledging that tablets and PCs represent completely different environments and are used in completely different ways, you’ll start to see different opportunities to re-factor your website for the most optimal tablet user experience.
Depending on the outcome of your ROIanalysis, it can make as much business sense to focus on a bespoke tablet build as on a smartphone-optimized one. The opportunities are tremendous, for customer satisfaction, conversion rates, and revenue growth.