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Flash Survey: Tablet Conversion Rate

The Question:

How does the conversion rate of your tablet visitors compare to that of your mobile visitors?

The Results:

Analysis of Results:

The clear message from this survey is that most people don’t know how their tablet traffic is converting. They either don’t have the tools to split out their conversion rates, or if they do have the tools, they don’t know how to access the data. From the minority of respondents who did know the answer, it’s clear that tablet traffic converts at a higher rate than mobile traffic. We dug into Spring Metric’s data to better quantify how tablet traffic compares to mobile traffic (as well as to desktop).

We scanned millions of conversion sessions from Spring Metrics data and noted a dramatic difference between mobile and tablet conversion rates. Mobile visitors converted at just over 1 percent, while tablet visitors converting at just over 2.5 percent– a 150% increase. It’s noteworthy that the desktop remains king, outperforming both mobile and tablet, though we noted a smattering of sites on which tablets outpaced desktops.

What does this mean for you? It’s dangerous to group your tablet users with your non-tablet mobile users. They have a different on-site experience, they are likely a different demographic group, and they convert at their own rate. As you optimize your web properties, we recommend you provide tablet users a customized experience that reflects the tablet form factor (and its excellent conversion rates).