Kind of unrelated, but I got introduced to fab.com (and now love it) due to a friend posting a link on fb (to the dirty mermaid sheets). I was upset that I couldn't even see the product without signing up; I certainly wouldn't casually install the iPad app based on casual engagement like that.
I wonder what the correct tradeoff is for you between making it easy for new users to see products, vs. getting signups. You certainly wouldn't want to require users to install the iPad app before seeing products, since that's a huge amount of friction, but even signing up for an account is a fair bit.
I'm curious if you analyzed your customer profile based on entry point into Fab at all? Do you see the same type buying profile (% of users with purchases/frequency of purchases) on tablet-first vs. web-first customers or are these high tablet numbers mostly a result of pre-existing web customers downloading the tablet app.
In other words, do cohorts of users signing up from a tablet actually outperform users signing up from the web, or are you just migrating users who are already engaged on the web to purchase on tablet?
Now that you know that this segment of customers have a higher lifetime value than non-tablet users, how do you intend to capitalize on this knowledge? I understand you can't get too specific on future strategy... but has this data changed how you intend to develop and market your mobile channel in the future?
Do you think that this can mostly be explained by the assumption that iPad owners are more affluent, or is there something in tablet/iPad usage patterns (maybe more casual browsing situations) that could explain part of it.
I saw that mobile users "purchased more then 2x faster", can you share the average transaction time for mobile, ipad & web? (Fab push notification goes off that my cart is expiring in 2 minutes).
Ah. By faster I meant faster time in days to first purchase and faster conversion of users overall to purchasers. We don't track speed of cart to placing order.
np, I've seen other transaction times on mobile are up to 4x faster than the web (from session start), but I have a suspicion that the immersive experience of an iPad app like Fab would actually increase average transaction time (but looking for data on it)
I wonder what the correct tradeoff is for you between making it easy for new users to see products, vs. getting signups. You certainly wouldn't want to require users to install the iPad app before seeing products, since that's a huge amount of friction, but even signing up for an account is a fair bit.