quick look - international fashion benchmark on tablets | userzoom

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Mobile USAbiliTY TeSTiNG

iNTeRNATioNAl Mobile CoMMeRCe STUDY (TAbleTS):

Comparing Fashion Web Stores

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Mobile USAbiliTY TeSTiNGinternational Mobile Commerce Study (Tablets): Comparing Fashion Web Stores

Content

introduction

Results of the Mobile Commerce Study

. Market Environment

. Omni-Channel Experience

. The Tablet Boom

We invited 800 female users from 4 different countries (USA, UK, Germany, Spain) to take part. All of them purchase fashion items and clothes online and are tablet and smartphone users. Each of them performed 3 tasks on tablets.Tested brands:

Remote Tablet Usability Testing:

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The fashion industry has the biggest impact on online shoppingFemale users who regularly purchase clothes or accessories online are accustomed to using their smartphones to find information and browsing when they are on the go or have a spare moment while waiting for something.

However, when at home or when having more time to surf, they prefer to use a tablet.

These female users are active in social networks and forums. This way, a satisfied female customer can turn into a brand advocate “goldmine”.

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international Mobile Commerce Study (Tablets)

Fashion Web Stores

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ParticipantsWe invited 800 female users from 4 different countries (USA, UK, Germany, Spain) to take part. All of them purchase fashion items online and are tablet and smartphone users.Each of them performed 3 tasks on an e-commerce website/web store.

Ages: 25 to 45

Regularly purchase fashion items online

Tablet, iPad or Android users

200 users

200 users

Ages: 25 to 45



Ages: 25 to 45



200 users

Ages: 25 to 45



200 users

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Web Stores

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Countries

COLOMBIA

SLOVAKIA


Task-based Online Remote Test

UserZoom Mobile

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Task Success Rate - Task 1

Zara

54%

Top Shop

31%

New look

38%

Asos

90%

100

50

0

Springfield

60%

Mango

48%

blanco

31%

Zara

56%

100

50

0

WHbM

53%

bebe

42%

Guess

42%

Kenneth Cole

52%

100

50

0

H&M

70%

S.oliver

64%

eSPRiT

73%

Hallhuber

85%

100

50

0

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Why users did not succeed - Task 1

User Feedback -

“They required me to enter a lot of personal information before reaching the payment detail page.”

“it’s probably easier on a computer, but on the tablet it was very slow. i had to hit the keys on the keypad several times and exit and return.”

“The pages took a long time to load and the images didn’t load. When i tried to enter more information, my keypad covered most of the text.”

“The registration process is very long and is required to make a purchase.”

“They asked me to register.” “i have to register before making a purchase. ”

“i had technical problems when using the guest account. And i couldn’t exit.”

Main reasons for abandoning purchase:

“it was impossible to select the size quickly.”

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Net Promoter Score (NPS) by device

49,35% 31,17% 19,48%

51,39% 29,17% 19,44%

iPad

Android

NPS -30%

NPS -32%

22,06% 43,38% 34,56%

37,5% 34,38% 28,13%

iPad

NPS -9%

NPS 13%

Android

iPad NPS -4%37,84% 28,38% 33,78%

22,03% 38,14% 39,83% NPS 18%Android

24,65% 33,1% 42,25% iPad NPS 18%

24,59% 34,43% 40,98% NPS 16%Android

User Preferences and User Satisfaction

User satisfaction (NPS) for iPad or Android is different in each country. Users in the USA and UK show a preference for iPad. However, in Spain they prefer Android and in Germany they seem to have no preference.

•NPSisametricformeasuringusersatisfaction.Itiscalculatedasthedifferencebetweenbrandpromoters and detractors.

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NPS 26%

What do the highest rated shopping websites have in common?Registration for making a purchase is not required. The web shops that were rated best do not require you to register in order to make a purchase, or registration is optional and/or they offer the option of purchasing as a guest.

NPS 22% NPS 29%

NPS 19%

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even when the success rate for task 1 (purchase a black dress) - is higher, registration affects user satisfaction.

On Zara UK, 43% of users commented that the site requested too much information,

compared to 13% for the other websites.

Having to register is the main reason for abandoning the purchase.

69%

31%NPS 29%

55%45%

NPS -16%

Task Success Rate -Task 1

The task success rate with regards to purchasing the black dress is higher for ZARA UK than for Topshop. Nevertheless, ZARA UK users have a lower satisfaction rate than Topshop users.

USASpain UKGermany 46

Most users prefer to choose whether to register or not.

I don’t mind

It keeps me from purchasing

I prefer to choose whether I register or not

It’s ok, because my details will be saved for my next purchase

6%

4%

7%

11%

10%

16%

8%

16%

66%

68%

65%

62%

20%

20%

11%

10%

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What do users like?

“A clear and elegant design”

“Visible shipping information” “Shipping details are easily understood, it has icons, pictures and information”

“Clear, tidy and elegant”

“it gives outfit combination possibilities, it´s clear, concise and tidy”.

“i like the additional product information and customer comments”.

“The article information was there. i didn´t have to scroll down or open a new window”.

“i like to easily go from one category to another”

Find information about returnsbuy a black dress buy a specific necklace

45%

75,5%

32,5%

Use the search feature

100

80

60

40

20

0

23,5%

51,5%

23,25%


100

80

60

40

20

0

72,5%

91,25%

28,25%


100

80

60

40

20

0

36,25%

70,75%

21,5%


100

80

60

40

20

0

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Especially on the Blanco website, which has no search function, users complained that they could not find it.

is the search function important for tablets?Users do use the search function on their tablets.

quick look - international fashion benchmark on tablets | userzoom

Technology

fashion items onlinetablet

fashion web storeswhy

fashion industry

smartphone users

online shoppingfemale

android users200 usersages

android usersages

tablet boom