A report from EQ a Monetate publication, found that conversion rates for the PC are nearly matched by those for tablet devices. Also, tablets and smartphones are accounting for more website visits than they did last year.
According to EQ, 88.12 percent of website visits in the first quarter of 2012 came from PCs, followed by 6.52 percent from tablets and 5.35 percent from smartphones. These splits were 94.12 percent, 1.66 percent and 4.23 percent, respectively, in the first quarter of 2011.
EQ also found that PCs experienced a 3.51 percent conversion rate in the first quarter, while tablets had a 3.23 percent conversion rate and smartphones had a 1.39 percent conversion rate.
“Websites that don’t differentiate their tablet visitors from smartphone users — for instance, by redirecting both segments to a WAP website — will likely lose sales by frustrating these shoppers, who could turn to a competitor and never come back,” according to EQ. “In fact, the browsing and buying behaviors of a tablet user are very similar to those of the typical shopper on a PC.”
The report also revealed that tablet users average 11.07 page views per sessions, compared to 12.05 page views or PC users. Page views per session for smartphones users is 7.18, up 10 percent from 6.54 page views during 2011, according to EQ.
Citing a study from comScore, Shop.org and The Partnering Group, EQ mentioned that 43 percent of smartphone users have used those mobile devices while in a store for shopping purposes.
EQ found that smartphone users exhibited a cart-abandonment rate of 67.48 percent, down from 73.19 percent a year ago. It was the only traffic source, by device, with a lower cart-abandonment rate year-over-year.
In the first quarter, PCs exhibited a 10.20 percent add-to-cart rate, followed by tablets with 9.66 percent and smartphones with 4.25 percent.
According to the report, 59.59 percent of social network referral traffic comes from Facebook, followed by 26.48 percent from Pinterest, 8.63 percent from Twitter, 5.23 percent from StumbleUpon and 0.07 percent from LinkedIn.
Traffic from email campaigns had declined 4.54 percent from last year, while referral traffic from search engines rose 24.19 percent during that time period.
EQ found that while 73.19 percent from Facebook view at least one product detail page, 45.67 percent leave a retailer’s site without going to another page. Of those visitors who actually stick around, just 3 percent add a product to a cart and only 0.49 percent convert to a sale.
Visitors from Google, on the other hand, exhibit different behavior: 56.30 percent of visitors from Google view a product, with 25.69 percent leaving the site without going to another page. However, visits from Google have an add-to-cart rate of 7.22 percent and convert at 2.44 percent.
Source:
http://resources.monetate.com/ios/books/57863875book57863875.pdf
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