Digital marketing network ranks 10 of the UK's biggest online retailers' tablet websites, revealing the best and worst performers in the final run up to Christmas
Topshop, adidas and Nike topped the online fashion retail charts when it comes to providing easy to use websites for busy shoppers, whereas Zara and H&M performed poorly when it came to helping consumers navigate around their sites on an iPad.
That’s according to Quisma
, an international digital marketing agency network, which conducted research to rank the UK’s most effective websites for tablet devices in the run up to Christmas.
Heavy online shopping influence
To determine the websites' overall user experience success, four areas were examined and weighted differently, according to their contribution to sales, creating an overall score out of 100% for each brand.
These included the homepage, which was weighted by 40%; the product detail page (weighted 30%); shopping basket (weighted 15%) and checkout (weighted 15%).
High-value shopping group
Ellie Edwards-Scott Quisma UK managing director, said: “No other technology has had as much influence on e-commerce in recent times as tablet devices and research from the IMRG found that tablet devices now account for 85% of mobile sales
“Tablet visitors to e-commerce sites also spend 20% more than desktop shoppers, and twice as much as those using smartphones, so focusing on the look and feel of your tablet experience for consumers is vital in the run up to Christmas.“
The full results of the study are as follows and the full whitepaper can be found here
to download after registration.