As smartphones replace shopping lists in the supermarket, consumers are opting for tablets over recipe books when they start cooking. However, L2’s Insight Report finds that many Food brands have yet to fully optimize the tablet experience.

Barely half of brand tablet sites are supported with responsive design. Rather, 42% of sites revert to the desktop site and 6% revert to the mobile site, holding back the tablet experience.

Tablet Site Optimization

Additionally, brand tablet sites often fail to include features that would make them easier to navigate and discover new products. While 81% of tablet sites are optimized for both portrait and landscape views, only 47% have swipe functionality. And although 88% have product pages, a mere 4% boast product videos, a gap that is also prevalent on mobile sites.

Tablet Site Features & Functionalities

Ben & Jerry’s recently redesigned its tablet site to include many of these features, offering other Food brands a best-in-class example. The site’s responsive design is optimized for both landscape and portrait viewing and includes a swipeable carousel, recipe section that can be filtered by recipe and meal type, and store locator — a feature missing from more than one-third of brand tablet sites. By making its site easier to browse, Ben & Jerry’s helps visitors come across new products and recipes, separating itself from the competition.

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