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  • Measuring the User Experience of Fashion Web Stores on Tablet Devices



  • Brands tested


    Mobile study details

    A brief overview of mobile commerce landscape in the U.S.

    200 women. Use tablets and smartphones in their daily life. Regularly purchase apparel and accessories on their tablet or smartphone.

    Study design

    Results of the mobile commerce study

    Participant profile

    This was a task-based remote usability testing study. All users were required to perform 3 purchase related tasks on their tablet. All users were randomly assigned tasks on 1 out of 4 fashion websites.


    Table of contentsMOBILE BENCHMARK STUDY


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    Mobile commerce landscape in the U.S.

    Mobile commerce

    Mobile Internet usage in the U.S. is expectedto approach 100% penetration this year.

    48% of total Internet usageis through the mobile device.

    32% of mobile Internet activities are purchase related.

    Used an App Browse the Internet Product Search Product/Service Used Online/MobileShopping Coupons

    69% 73% 32% 32% 28%

    34% 14% 52%

    Smart Phone Desktop



  • Mobile commerce

    Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY

    People are gettingprogressively more

    comfortable withmaking purchases

    on mobiledevices.

    Frequency of Purchase on Mobile Devices



    Daily20%Less than





  • Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY

    Apparel & Accessories was the highestgrossing mobile product categorywith 2013 Q-1 sales reaching $ 1 Billion.

    Health & Beauty

    Consumer Packaged Goods

    Apparel & Accessories

    Subscriptions Sport & Fitness

    Consumer Electronics

    Digital Content & Consumer Electronics











    Mobile commerce

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    Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY

    Mobile usage perceptions are constantly changing. Mobile devices were once perceived to be for researching the web and for watching videos and playing games. Now they are perceived to aid productivity. With more people being okay with using their payment details, mobile devices are competing with desktop computers for share of the e-commerce profit margin.

    As the mobile industry watchdogs have noted, increased mobile Internet penetration coupled with increased comfort with mobile purchases is contributing to larger portions of the total retail profits each year. It is more important than ever for users to have a positive mobile user experience.

    Of mobile Internetactivities are

    purchase related.

    Sales of apparel & accessoriesthrough mobile devices reached

    $1 billion in Q1 this year.

    Of all Internetactivity is througha mobile device.

    Expected mobile Internetusage penetration

    this year.

    32%48%100% $1 b

    Mobile devices are competing with desktopcomputers for share of the e-commerce profit margin.

  • How do users expectmobile websites to perform?Users expect mobile sites to perform as well as the desktop ones. 61% of users said that poor performance will make them less likely to visit a mobile site again.

    Sadly, increased customer comfort with mobile purchases has not affected how mobile websites perform. Most sites do not support users in completing their transactions, with most sites having a success rate of just 61%.

    40% failure rate implieslost user base that is unlikelyto re-visit your mobile site!


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    Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY




    Task completion rate using mobile web ranges from 38% to 75%

    Mobile device users expect sites to perform as quickly as a desktop website.

    Mobile task success rates are 59%, lower than regular desktop websites that have an approx. 80% success rate.

    61% said that poor performance would make them less likely to visit a mobile website again!

    It is more important to have a good user experiencethan merely a mobile optimized site or a mobile App.


    The state of mobile user experience today

  • Tablets are the next device to take off


  • Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY



    A study by Cisco (Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 20122017) on the evolution of mobile devices predicts that in 2017 there will be more mobile devices in use than people on the planet.

    Tablets and smartphones will generate the majority of online traffic. Although tablets rank second in terms of Internet connections, they will become the fastest way to surf the net in the future.

  • Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY


    The key to success

    Most retailers are still not taking advantage of the shopping potential offeredby mobile devices andtablets...

    Mobile devices are part of an overall user experience. It is not a matter of creating a different experience for each device. The ideal solution would be to create a single experience - a brand experience - that adapts to the device in use.

    Most retailers are still not taking advantage of the shopping potential offered by mobile devices and tablets. Either they are unfamiliar with the role of mobile devices in the shopping process, or they have not optimized their e-commerce sites to create the best and the most efficient shopping experience. This often translates into a frustrating experience for their customers. There is a great deal of opportunity for improvement.

    The key to successlies in optimizing all the

    functionalities of these devices and integrating them into multi-channel shopping experiences in order to

    increase sales.

  • Few brands have web storesdesigned to offer positiveshopping experiences on

    mobile devices.

    Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY


    A long way to go

    It is surprising to see that so far, very few brands have invested in optimizing their online business for all mobile devices such as tablets, whether this is because of how fast these devices have burst on the scene or because of a lack of resources.

    Mobile websites are often difficult to use because of small font, disorganized content and tiny links that are impossible to click on with a finger.

    Few brands have a web store designed to create a positive shopping experience on mobile devices. Generally, their content, forms and payment methods are not mobile ready and are therefore not adapted to the specific requirements of tablet use.

    It is also common to find shopping websites that offer mobile applications, but do not inform their users about them or do not make it easy to download them. As such, users end up browsing a website that has not been optimized for tablets.

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    UserZooms researchers selected the most profitable purchase category, Apparel & Accessories, for a competitive benchmark study. The motivation behind this study was to evaluate the state of mobile usability and to highlight the lessons and takeaways.

    How can weimprove mobileuser experience?We need to ensure that mobilewebsites meet users expectationsby conducting user research ona regular basis.

  • Mobile benchmark study (tablets)

    Fashion Web Stores


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    Study Design

    *This report is based on the evaluation made at the time of analysis.

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    About unmoderated remote usability testing

    Unmoderated mobile usability testing is a method where data is gathered remotely and without the presence of a moderator.

    With remote unmoderated usability testing, the data collection time is reduced to a fraction of what it takes with traditional research methods. It also allows participants to use their mobile devices in their natural environment.

    With an unmoderated mobile study, researchers can take advantage of geographically dispersed users that fit the user profile.

    Another benefit of this method is that researchers can get statistically significant results with low confidence intervals and margins of error. This is because unmoderated remote usability testing allows researchers to scale sample sizes to be commensurate with the representative population.

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    About remote unmoderated task-based usability testing

    In a task bas