Session Replay Can Improve Your Conversion Rate on Tablets and Smartphones
Marketers need no reminding that consumers are increasingly using mobile devices to access e-commerce and media websites. The Pew Research Center found that 63 percent of U.S. adult mobile phone owners use their phones to go online — double what it was in 2009. Furthermore, 34 percent of them said they accessed the web primarily via their mobile phones. Adobe found that tablets account for 8 percent of total U.S. web traffic, and have surpassed smartphones as the preferred device for mobile browsing.
Which mobile devices are the most popular? We analyzed device type logged during thousands of SessionCam session replays over the last few months, and found an astonishing 2,642 different types of mobile devices. The Apple iPad (55.4 percent) and Apple iPhone (22.9 percent) accounted for most of our mobile recording activity, with the Google Nexus 7 a distant third (1.2 percent). If you're trying to ensure an excellent website experience for your mobile visitors, our research indicates you should focus on Apple, Google, Samsung, Sony and HTC (in that order).
If you're a website optimization expert, you might rightly point out that basic website analytics software can provide this level of detail. However, what it can't tell you is where and why your mobile customer experience is falling short. We frequently work with website optimization experts to help them enhance their existing optimization practices with session replay technology. A primary goal is to boost conversion to purchase. Here are some practical guidelines gleaned from these experiences:
1. Understand conversion rates by device type: First, it's important to understand conversion rates through your sales funnels by device type. Analytics software suites such as Google Analytics can generally provide this. This data can highlight visitors to each page in the funnel, and tell you which of them are converting to sale by device type, browser type and operating system.