Topshop has the most effective website for tablet devices, QUISMA research finds

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QUISMA, the international agency network for digital marketing have conducted research to rank the UK’s most effective websites for tablet devices in the run up to Christmas, and found that Topshop, adidas and Nike topped the 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.

To determine the websites’ overall user experience success, four areas were examined and weighted differently, according to their their contribution to sales, creating an overall score out of 100% for each brand.

• Homepage (weighted 40%)

• Product detail page (weighted 30%)

• Shopping basket (weighted 15%)

• Checkout (weighted 15%)

QUISMA’s UK managing director, Ellie Edwards-Scott, 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 year-to-date. Tablet visitors to e-commerce sites also spend 20% more than desktop shoppers, and twice as much as those using smartphones, so focussing on the look and feel of your tablet experience for consumers is vital in the run up to Christmas.“

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Tabulated results by page:

Retailer Homepage Product page Shopping basket Checkout Overall Results
Topshop 90.63% 84.62% 80.95% 87.40% 86.89%
adidas 90.00% 86.84% 90.48% 74.80% 86.84%
Nike 84.38% 88.61% 86.36% 87.12% 86.36%
New Look 89.06% 80.82% 86.36% 81.06% 84.99%
Lacoste 85.07% 83.56% 86.36% 83.33% 84.55%
Hugo Boss 77.41% 84.81% 85.71% 90.91% 82.79%
ASOS 82.09% 79.75% 90.91% 79.55% 82.33%
Ralph Lauren 71.88% 61.64% 86.36% 82.58% 72.58%
Zara 68.57% 70.00% 66.67% 70.45% 69.00%
H&M 68.66% 65.79% 61.90% 67.42% 66.60%

 A full report is available for download at www.quisma.com