{"id":113287,"date":"2013-04-30T01:12:00","date_gmt":"2013-04-30T06:12:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/clicking-versus-tapping-are-your-landing-pages-optimized-for-tablet-2\/"},"modified":"2024-12-21T05:54:52","modified_gmt":"2024-12-21T10:54:52","slug":"clicking-versus-tapping-are-your-landing-pages-optimized-for-tablet-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/clicking-versus-tapping-are-your-landing-pages-optimized-for-tablet-2\/","title":{"rendered":"Tap vs. Click: Tablet Optimisation"},"content":{"rendered":"<p><em><a href=\"\/wpe-content\/uploads\/2013\/04\/iStock_000021117290XSmall.jpg\"><img loading=\"lazy\" decoding=\"async\" style=\"margin: 10px;\" src=\"\/wpe-content\/uploads\/iStock_000021117290XSmall-200x300.jpg\" alt=\"Optimized Landing Pages\" width=\"208\" height=\"313\" align=\"left\" \/><\/a>Tablets generate more page views and higher sales. Below, find three ways to ensure your responsive designed landing pages are ready for the coming wave in tablet adoption.<\/em><\/p>\n<p>There has been a lot of talk in the past year about <a href=\"\/en-gb\/services\/cro-and-usability\/\">optimising usability and conversion paths for mobile<\/a>. With the focus on capturing those fickle mobile users, tablet interfaces risk becoming the middle child: tablets are not as universal as desktops and laptops, but not as critical as smartphones.<\/p>\n<p>New metrics on the habits and value of tablet users show just how critical it is that your responsive landing pages are highly optimised for tablet users.<\/p>\n<p>According to the \u00a0<a title=\"Adobe Digital Index tablet study\" href=\"http:\/\/blogs.adobe.com\/digitalmarketing\/digital-index\/tablets-trump-smartphones-in-global-website-traffic\/\" target=\"_blank\" rel=\"noopener\">Adobe Digital Index<\/a>, tablet page views exceeded smartphone page views by 70% in February 2013. The same study found that tablet users spend 54% more per online order than smartphone users and 19% more than people on desktop or laptop computers. During 2012, tablet traffic doubled in each country analysed.<\/p>\n<p>Those are some pretty sweet numbers.<\/p>\n<h2><strong>A Refresher on Responsive Design<\/strong><\/h2>\n<p>Responsive design is the practice of adapting a website\u2019s interface so the same site renders well on desktop, smartphone and tablet screens. Elements are rearranged, emphasized or hidden based on the type of device. This gives users an optimised experience, regardless of their screen size.<\/p>\n<p>A little over a year ago, <a title=\"Google endorses responsive design\" href=\"https:\/\/developers.google.com\/webmasters\/smartphone-sites\/details\" target=\"_blank\" rel=\"noopener\">Google came out strongly in favour of responsive design<\/a>, citing benefits such as a single URL, no redirection, and the ease with which the Googlebot can crawl a responsive site. In other words, responsive sites may well rank better in Google, because Google likes them.<\/p>\n<h2><strong>Optimal Landing Page Design for Tablets<\/strong><\/h2>\n<p>How do you tweak your responsive design so tablet users have an easy (read: high conversion) experience on your site? Make it big, bouncy, and fun.<\/p>\n<p>With all landing pages, you want to eliminate menus and any other distractions that will take users away from your one core conversion goal. We\u2019ll take as our starting point that you are building an optimised landing page (not a landing page with menus and the like). However, we will address menu navigation, because there <em>are<\/em> instances when you use a menu on a landing page (for example: on a microsite, or when that client asks you to put the top navigation back).<\/p>\n<h2><strong>1. Finger-sized Buttons and Menus<\/strong><\/h2>\n<p>Think about the difference between clicking with a mouse and tapping a touchscreen. Remember that the average adult finger is about 50 pixels wide. Then ask yourself if users with large fingers or less-than-perfect coordination will be able to tap a link on your site without erroneously choosing the option next door.<\/p>\n<p>Put simply, buttons and menu links on tablet landing pages need to be larger than your finger tip:<\/p>\n<ul>\n<li>Make buttons at least 50 pixels wide<\/li>\n<li>Add more white space around buttons<\/li>\n<li>If a menu is necessary, increase padding around menu items<\/li>\n<\/ul>\n<p>Better yet, if your landing page contains a hero image or other large conversion optimised area, why not make this larger area clickable for the conversion?<\/p>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a3cadb14fe30'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a3cadb14fe30');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2><strong>2. Web copy: Don\u2019t Make them Squint and Zoom<\/strong><\/h2>\n<p>Just because you can make users zoom\u00a0doesn&#8217;t\u00a0mean you should. Imagine your target customer sitting on the couch, browsing and swiping on her tablet. She should be able to understand your landing page &#8212; and do what you want her to do &#8212; with minimal effort.<\/p>\n<p>Don\u2019t be afraid to make the text on your landing page very large and very clear. Where possible, use photos and icons to indicate the next step without making users read or think about it. Include that list of benefits, but don\u2019t let it get in the way of the core purpose of the page.<\/p>\n<p>If you must include a paragraph of text on your landing page for <a href=\"\/en-gb\/services\/search-engine-optimisation\/\">Search Engine Optimisation<\/a> or other purposes, make it easier to read by increasing the font size a point.<\/p>\n<h2><strong>3. Make Your Forms Appear Easy<\/strong><\/h2>\n<p>A user\u2019s willingness to fill in a form is where smartphone and tablet landing page design can diverge. While smartphone usability dictates that you should avoid forms unless absolutely necessary, tablets are exceptionally form friendly, provided that you create the perception of ease.<\/p>\n<p>Tablet users have mixed feelings about using a touchpad to enter data. But with limited calling functionality on most tablets, a form fill may be your best conversion option. The key: make the form fill process appear as easy as possible.<\/p>\n<p>Once again, think about finger size. Users must be able to easily select and tap the form. Wherever possible in forms, allow users to select by tapping a larger area. For example, rather than tapping only a radio button, activate the text and area surrounding the radio button, while ensuring there is enough space between options.<\/p>\n<h2><strong>Designing for Tablet: An Easy Win<\/strong><\/h2>\n<p>Given the strong metrics generated by tablet users, it\u2019s time to take a step back from your next responsive design project and devote extra attention to tablet usability.<\/p>\n<p>Perhaps fewer users view your landing page on tablet, but they are more valuable; <a title=\"Pew Internet: Tablet users more affluent\" href=\"http:\/\/www.pewinternet.org\/Reports\/2012\/Tablet-Ownership-August-2012\/Findings.aspx\" target=\"_blank\" rel=\"noopener\">recent studies show that tablet users spend more<\/a> online per order, and are generally more affluent. With <a title=\"Techcrunch: Tablets to outpace desktop\" href=\"http:\/\/techcrunch.com\/2013\/03\/27\/idc-tablet-growth-2012-2017\/\" target=\"_blank\" rel=\"noopener\">tablet shipments expected to outpace desktop<\/a> computers in 2013 and laptops in 2014, the scales are quickly tipping in favour of tapping over clicking. Be ready.<\/p>\n<p>Interested in learning more about tablet optimisation? <a href=\"\/en-gb\/contact\/\">Contact DAC<\/a>today!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tablets generate more page views and higher sales. Below, find three ways to ensure your responsive designed landing pages are ready for the coming wave in tablet adoption. There has been a lot of talk in the past year about optimising usability and conversion paths for mobile. With the focus on capturing those fickle mobile [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":112936,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.66,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[304,305,316,370,325],"class_list":["post-113287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search","tag-landing-page-design","tag-landing-page-optimization","tag-responsive-design","tag-tablet-design","tag-usability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tap vs. Click: Tablet Optimisation | DAC<\/title>\n<meta name=\"description\" content=\"Think about the difference between clicking with a mouse and tapping a touch screen.With tablet shipments 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