VideoDesk tablet chat – optimizing mobile conversions

M-COMMERCE CUSTOMER RETENTION

VideoDesk tablet chat is a strategic extension of our desktop plugin, poised to play a key role in customer retention. By including your tablet site under your existing desktop site live help service, it helps you increase m-commerce sales conversions and customer satisfaction.

MOBILE BROWSING AND M-COMMERCE ARE ON THE RISE

Today, over 1.2 billion people access the web from their mobile devices (source: trinity digital marketing)  and, according to Nielsen, mobile adoption is growing 8 times faster than web adoption did in the 90s and early 2000s. In a report by Business Insider, mobile now accounts for 59% of time spent on e-commerce. While smartphone users currently far outnumber tablet users, tablets are demonstrating faster adoption rates than smartphones. In fact, it took tablets 2 years to achieve the 6% global penetration that smartphones managed in 4 years.

On the other hand, PCs have only gained 6 percentage points in per-capita penetration in the last 6 years. A Google cross-platform consumer behavior report confirms that consumers today engage in multi-device browsing.  This essentially means that they like to switch between smartphones, tablets and PCs to browse, search and buy.

TABLETS HAVE HIGHER CONVERSION RATES

As far as  m-commerce trends go, there is clearly a steady increase in sales conversions from tablets even though far more people own smartphones than tablets across the world says BI.

The reason for this is most likely the browsing experience. Nothing beats the mobility and rapidity of a smartphone, but bigger screens and better visibility give the tablet that edge over phones for a deeper dive into the digital world.

Recent metrics from different industry sources suggest that consumers are increasingly comfortable with buying on their tablets.  More importantly, as far back as 2012, tablets have had far better conversion rates than smartphones and at par with traditional online devices. Today they are well beyond smartphone conversions and clearly poised to  overtake desktop shopper conversions.

For instance, in October 2013, among shoppers on the US and UK Affiliate Window network of 10000+ websites, tablet shoppers transformed online shopping conversion rates in favor of mobile shopping, converting at just over 5%, while smartphone and desktop shoppers converted at 2.45% and 3.48% respectively. According to Statista.com, in the second quarter of 2013, US online sales conversions sorted by device show a 2.54% rate from tablets and 2.56% from traditional devices while smartphones accounted for only 0.96%.

TRENDS FROM MAJOR MARKETS ACROSS THE WORLD

In the US, Mobile spending on both media was around 11% of all US e-commerce spending. eMarketer projections for 2014 show that US mobile commerce sales will grow by over 36% to account for 18% of total web sales at nearly $54 billion.

For US consumers, tablets are becoming the device of choice for online retail, reports BI.  Currently only a third of American adults ages 18 and older own a tablet while over 56% own a smartphone (source: Pew Research). However, during Thanksgiving last year, Internet Retailer reports that tablets accounted for 16.5% of online sales as opposed to 9% from smartphones. US consumers evidently prefer their tablets over their smartphones for online shopping.

Christmas Day 2013 trends on IBM digital analytics benchmark show that 28.5% of all online traffic came from smartphones, and only 18.1 percent from tablets. However, tablets drove 19.4% of all online sales, more than twice that of smartphones, which accounted for 9.3 percent.  Average cart values were at $95.61 per order for tablet users, versus $85.11 for smartphone users.

The UK is close behind with tablets accounting for a tenth of all online sales. In 2013, online shoppers spent $151 billion, up 16% from 2012. In the 4 years since their launch, tablets have won over the UK consumer. You may read reports of tablet sales falling in the UK over the next 2 years but it won’t be because they aren’t using any, it’s because half of the UK already owns a tablet. In 2014, mobile commerce is expected to be the fastest growing retail channel in the UK. Tablet shopping is also expected to completely overshadow smartphone shopping in the UK over the next few years.

In Europe (UK, France, Spain, Italy and Germany), almost a third of smartphone users also use tablets and there are already 44 million tablet owners across these markets. In France, online retail is apparently being driven by mobile device owners and multi-browsing is now established in the French online consumer landscape. eMarketer estimates that there will be 30.5 million smartphone users and 19.5 million tablet users in France in 2014. 

VIDEODESK TAKES  LIVE HELP TO YOUR TABLET CUSTOMER

Currently, your desktop site caters to shoppers on traditional devices who form the bulk of the market, but the burgeoning tablet shopper segment is clearly one that you need to tap into right away. With videodesk tablet chat your business is geared to face the challenges of customer retention and sales conversion in this highly competitive market.

VideoDesk works on all top tablet brands*  – covering over 60% of the worldwide tablet market. Deploy real-time customer service across your desktop and tablet websites, provide personalized live help via text and video** for higher engagement where you get higher conversion rates.

Use VideoDesk and change how your customers see you. Come and chat with us on our website to experience it firsthand!

* Apple Ipads, Samsung Galaxy Tab 3, Google Nexus 7 & 10, Asus T100, Amazon Kindle Fire, MS Surface RT, MS Surface Pro. **Apple does not allow flash technology on ipads and iphones. Ipads will support text chat.

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Jennifer
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