UK retailers are losing out on sales due to poor usability of their mobile web presence, according to a new report from e-commerce consultancy, dotCommerce.
The study – Hitting the Mobile Checkout – found only one third of retailers surveyed had dedicated mobile sites available, dramatically impacting a positive buying experience.
The benchmark study assessed 12 leading UK retailers, across various categories using Blackberry, iPhone and Android devices. Each site was marked against 22 criteria across eight categories like ease of use, security and integration with other marketing.
The best performing section was site navigation, suggesting the fundamentals of the mobile experience are receiving most attention.
However, with the checkout process and payment confirmation receiving average scores of 27% and 22% respectively, all this effort may be futile if orders cannot be completed at these vital stages, said researchers.
Boots (75%) and New Look (68%) scored the highest marks, demonstrating a clearer understanding of mobile shoppers’ requirements, according to dotCommerce.
Meanwhile, of the four retail categories examined, fragrance brands showed the worst performance, making up three of the four poorest scoring brands versus footwear, cosmetics and cookware.
“These findings paint a clear picture of the mobile challenge retailers must tackle today,” said Ben Staveley, head of eCommerce. “Growing consumer expectations and a fiercely competitive market make this an area where getting left behind is a big risk and yet, a very real possibility.”
The Hitting the Mobile Checkout League Table
68 New Look
62 Bobbi Brown
60 Estee Lauder
56 Russell Hobbs
55 ECO Kettle
55 Fragrance Direct
54 The Fragrance House
51 House of Fraser
45 The Perfume Shop
dotCommerce’s said its benchmark report offers over 35 best practice guidelines and top tips for effective online retailing, with practical information and real-world examples.