mobile benchmark study - userzoominfo.userzoom.com/rs/userzoom/images/mobile commerce...

Measuring the User Experience of Fashion Web Stores on Tablet Devices

www.userzoom.com

MOBILE BENCHMARK STUDY

THE UX INSIGHTS COMPANY

Brands tested

Introduction

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.

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Table of contentsMOBILE BENCHMARK STUDY

Content

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MOBILE BENCHMARK STUDY

Mobile commerce landscape in the U.S.

Mobile commerce

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

http://www.thinkwithgoogle.com/mobileplanet/en/graph/?country=us&category=DETAILS&topic=DETAILS_OPSYS&wave=wave2&age=all&gender=all&active=stat

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

Tablets

100%

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

Weekly13%

Monthly

Daily20%Less than

monthly

37%

29%

4


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

http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Reports_Q1_2013_Desktop_Based_US_Retail_ECommerce_Spendinghttp://www.internetretailer.com/2013/06/24/iphone-users-engage-far-more-m-commerce-android-usershttp://econsultancy.com/us/blog/62656-45-of-businesses-still-don-t-have-a-mobile-site-or-app-report

Health & Beauty

Consumer Packaged Goods

Apparel & Accessories

Subscriptions Sport & Fitness

Consumer Electronics

Digital Content & Consumer Electronics

5

SPRING

2013

HOME

PRODUCT

http://www.fash

ion2013.com

Mobile commerce

6


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

http://vator.tv/news/2009-08-26-us-mobile-internet-usage-to-near-50-in-2013http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Reports_Q1_2013_Desktop_Based_US_Retail_ECommerce_Spending

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%.

http://www.nngroup.com/articles/mobile-usability-update/

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

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8


http://www.gomez.com/mobile-readiness-instant-test/http://www.nngroup.com/articles/mobile-usability-update/

38-75%

58%

59%

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.

61%

The state of mobile user experience today

Tablets are the next device to take off

9


10

Tablets

A study by Cisco (Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017) 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.

http://www.businessinsider.com/


11

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.


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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.

13

UserZoom’s 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

14

15

Study Design

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

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Study designMOBILE BENCHMARK STUDY (TABLETS)

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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Study designMOBILE BENCHMARK STUDY

About remote unmoderated task-based usability testing

In a task based study, users are asked to follow through on task scenarios, such as “search for and add an item to cart,” that resemble actual actions that a user might perform on the website.

A task’s success is usually validated in two ways:

Validation by question: The task is considered successful if users answer a task related question correctly.

Validation by URL: The task is considered successful if users are able to reach the correct page or URL.

•

•

•

•

In the research study presented here, we have tasks that are validated by question and by URL. •

In the research study presented here, we have tasks that are validated by question and by URL. 18


Participants

Tasks

Brands

Frequent mobile shoppers

1

Buy a black dressfor a party, the one you like

the most.

2

+ +

Buy a necklaceand find out what it is made of.

(necklace details provided).

3

Find Informationabout return policy in order to return

a product purchased online.

200 25 - 45 yrs.

How does UserZoom’s mobile solution work?

19


Executive summary

20


Lengthy payment forms affected users’ positive experience of purchasing apparels & accessories on 3 out of 4 mobile sites that were tested.

Most users prefer a fast payment method such as PayPal while making purchases on their tablets.

Users found the product descriptions to be wordy and vague while researching product information on their mobile devices. They were unable to find vital information such as materials of accessories, that might affect users’ decision to “check-out.”

Users want bigger and sharper product images from all angles.

Users expressed that it was especially tedious to find return policy information on the mobile device. They could not find the needed information even though they reached the correct page. Users complained that they would’ve abandoned the search had they not been required to do so for the study.

70% of the users said they prefer mobile optimized sites over Apps.

Mobile optimized sites performed better on the three purchase related tasks andhad better Net Promoter Scores (NPS).

Users rated White House Black Market ashaving the best mobile usage experienceof all the four brands tested.

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•

•

•

•

•

•

•

21

Study Results

22

Task 1

Task 1.Buy a black dress

for a party, the one you likethe most*

*Users were asked to continue till the point where they had to enter their credit card information. No real purchases were required.

Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)

23

Findings

Users struggled to find product information related to purchasing a black dress. The best performing brands were White House Black Market and Kenneth Cole.

Users care about finishing the process quickly and putting in as little information as possible.


24

Success rate

Choose a black dress and go through the purchase process as if to buy it.

All brands had only about 50% success rate. Frequent complaints included having to input too much personal information on a touch screen, page load delays and lengthy check-out process.

WHBM

53%

Bebe

42%

Guess

42%

Kenneth Cole

52%

100

50

0

Success Rate


42% Success

Not easy to sort by color. Users could only sort by price.

52% Success

Clear sort by size and

color options.

25

What do users care about?Users appreciate the ability to narrow search by color, size & price.


26


Tapping in too much information on tablets was a put off for users.

52% Success

Clear payment methods mentioned.

42% Success

Too much to type on a

touch pad.

What do users care about? (cont…)

What did users say?

27

“I was being forced to enter a lot of personal information before I got to the payment details page.”

“Wish they had more pictures of the clothing from different angles.”

“It takes a very long time to enter payment information on a tablet without a full keyboard. It was also difficult to find a black dress I liked in a size 10/m.”

“It’s probably easier on a computer, but on a mobile device it was very slow, I had to hit the buttons several times, and my keyboard would pop in and out.”


28

Lessons learned….

Users struggled to find product information related to purchasing a black dress. The best performing brands were White House Black Market and Kenneth Cole.

Users care about finishing the process quickly and putting in as little information as possible.

The most important up-front pieces of information that users care about are price, size, colors, product images and the ability to zoom in and out.

Users prefer to browse and checkout quickly

Price, size, color, images and zoom arethe most important aspects of browsing andselecting products

SORT

SIZE

COLOR

$60.00


MOBILE BENCHMARK STUDY (TABLETS)

Task 2 results

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Task 2.Look for this* necklace

and find out what itis made of.

Task 2

*Users were provided with specific details of the necklace that they had to look for.


Task 2 results

30

Though users found the product page, they were unable to find the product information.

White House Black Market performed the best with 93% of users finding the right product page and 82% of those users finding the right product information.

??

?

Findings


Task 2 results

31

Success rate

Look for this necklace* that goes with your dress and continue to checkout.

For this task users were asked to note information about what the necklace was made of. The dark bars in the graph show the percentage of users who found the correct page. The light bars show the percentage of users who found the correct information on that page. The percentage difference indicates that users couldn’t find the information even though they were on the correct page.

WHBM

82% 93%

Bebe

84% 92%

Guess

90% 51%

Kenneth Cole

93% 69%

100

50

0

Success Rate

Found the necklace Found what the necklace was made of

90% of users onthe Guess website reached the correct product page while

only 51% couldfind the product

information.


32

Look for this necklace* that goes with your dress and continue to checkout.


Websites with clear product description had higher ease of use ratings.

WHBM

6.2

Bebe

6.3

Guess

5.4

Kenneth Cole

6.4

7

1

2

3

4

5

6

0

Ease of use rating White House Black Market had 93% success and 6.2

ease of use ratings.

Guess had 51% success and 5.4


Ease of use rating


Task 2 results

6.2/7 Easeof Use Rating

Product materials clearly listed.

5.4/7 Easeof Use Rating

Vague product description.

33

What do users care about?


Task 2 results

Users appreciate short descriptions that include length, color and product material.

What did users say?

34

“It says that the necklace is available in "one size" but didn’t state the actual length.”

“There was a lack of information on the materials and I would like a picture of the item on a neck to estimate size.”

“Not enough information about what the products were made out of. Wax??”

“I scrolled through the 8 pages but couldn’t find it. I had to search for it.”


Task 2 results

35

Lessons learned….

Clear product description had higher success rates which led to higher ease of use ratings.

Sharp product images and actual length & size of the necklace were cited as important information required on product pages.

Clear product description

Desired product information: size, length, picturesDescription

Length 10 x 10 x 12”Size


Task 2 results


Task 3 results

36

Task 3.Find information

about return policy inorder to return a product

purchased online.

Task 3

37

White House Black Market presented the return policy information with clear headings that made it easier to scan through.

Findings


Task 3 results

38

Look for information on returning an item purchased ONLINE and whether there’s an associated cost.

WHBM

94% 82%

Bebe

86% 69%

Guess

76% 40%

Kenneth Cole

73% 67%

100

50

0

Success Rate 76% of users on the Guess website

reached the correct product page while only 40% of them could find info on

return policy.

Success rate

Found the return policy page Found the correct return policy information

For this task users were asked to note information about what the return policy for an online purchase was. The dark bars in the graph show the percentage of users who found the correct page. The light bars show the percentage of users who found the correct information on that page. The percentage difference indicates that users couldn’t find the information even though they were on the correct page.


Task 3 results

39

Look for information on returning an item purchased ONLINE and whether there’s an associated cost.

Websites with clear return policy information had higher ease of use ratings.

WHBM

6.4

Bebe

6.3

Guess

4.5

Kenneth Cole

5.6

7

1

2

3

4

5

6

0

Ease of use ratings White House Black Market had 82% success and 6.4


Guess had 40% success and 4.5


Ease of use rating


Task 3 results

82% Success

Clear online purchase return information.

40% Success

Too much information to

parse through.

40

What do users care about?Users appreciate clearly formatted return policy information.


Task 3 results

What did users say?

41

“Too much information!” “I had to go to the full site to find the info.”

“Not very easy to find and probably wouldn’t have even tried that hard had it not been for this survey.”

“I couldn't FIND any information about online returns, only in store and by mail.”


Task 3 results

42

Lessons learned….

Trim the fat and present information in clear bite size bits to make it easier to digest on a tablet.

Make it easy to scan and locate informationon text heavy pages

NO HUSSLE RETURN


Task 3 results

What users LIKED about the product pages

Other interesting results and observations

43

“Large pic and font. Easier to read. Less cluttered.”

“I preferred the layout. The variety of colors.”

“Sharper image makes the product look like a higher quality necklace.”

“I like the additional product information and customer reviews.”


What do users value about a product page?

Other interesting results and observations

44


Detailed product informationA structured, not overloaded siteHigh quality picturesEase of selecting sizes and productsIf the product is displayed on a modelEasy and fast payment method e.g. PayPalZooming in on products

Lack of pictures or product not being displayedSmall fontMissing informationProduct not being worn by a modelUnstructured site and a complicated payment process

Preferred payment methods

45

100%50%0%

I don’tmind 15%

No 1%

Yes 84%

Is it importantto have a fast

payment method?Overwhelmingly, users feel

a need to have a quick payment method!

100

50

0

Which payment method do users

prefer?Users prefer to enter their

payment informationeach time they are on a

payment form.I like to save my details

on the ecommercewebsite so I don’t needto enter them each visit

I prefer to enter mypayment details eachtime I visit and make

a new purchase

44 20 36

Other interesting results and observationsMOBILE BENCHMARK STUDY (TABLETS)

46

Lessons learned….

Users want bigger, sharper product images, clear product description, bright

product pages that pop.

Users need a balance between quick payments and secure payments. While users want websites to remember some of their

personal information to reduce redundancy, they would prefer to put in payment

information after every purchase.

Bigger, Sharper, Clearer Quick yet Repetitive

PAYMENTSORT

SIZE

COLOR

$60.00


Find information about returnsBuy a black dress Buy a specific necklace

73%

91%

28%

100

80

60

40

20

0

Is the search function important

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

47


48

Do users download an app?


When asked if they would download the web store app, the users responded:

1. If they use it a lot, YES

2. If they like the mobile web, NO

3. If they shop a lot on this shopping site and trust the site YES

27%

NoYes

30%

It depends

43%

Some users believe that an app doesn't work as well as a website and uses up more battery power. Others commented that they do not like it when their tablet screen is full of icons.

App or mobile optimized?When you shop online from your tablet or mobile device do you prefer to use a mobile optimized website or an APP?

70% of users prefer to use a mobile optimized site over using an App. Since 14% (and growing) of all mobile purchases come from tablets, retail brands now have an incentive to create tablet optimized websites.

Mobile OptimizedApp

31% 69%

TabletApp

Mobile site iPhone Android iPad Android

49

MobileWebApp


What happens if a website is mobile optimized?

50

White House Black Market has a mobile optimized website for iPad but not for Android devices, which may explain its drastic variation in NPS ratings.

Android users gave White House Black Market lower NPS rating than iPad users.

Users' NPS rating of White House Black Market seems to be contingent upon whether they were using a mobile optimized site.

Unoptimized Website

global NPS 26% NPS Android 16%

NPS 46%

Website optimized for iPad

51

NPS Scores - iPad

White House Black Market had the highest Net Promoter Score with iPad users in this study. There seems to be a direct relation between tablet optimization and users’ brand satisfaction.

Brand NPS Score Tablet Optimized?

10.71% 32.14% 57.14%

30% 40% 30%

30% 40% 30%

29.73% 24.32% 45.95%

46

16

16

0

Detractors Passives Promoters


52

NPS Scores - Android

White House Black Market was the least popular with Android users. Kenneth Cole performed better with Android users because it had a tablet optimized website.

Brand NPS Score Tablet Optimized?

21.43% 21.43% 57.14%

6.67% 60% 33.33%

31.82% 36.36% 31.82%

40% 10% 50%

36

27

10

0



53

Overall NPS

While all brands have a positive NPS, White House Black Market has the highest with 26.

10.71% 32.14% 57.14%

30% 40% 30%

30% 40% 30%

29.73% 24.32% 45.95%

26

22

22

2



54

Lessons learned….

The results indicate that users of the White House Black Market website had the best success and ease of use ratings. It had the highest NPS of 46 with the iPad users and the lowest NPS of 0 with Android users. This may be because they have an optimized website for iOS and not for Android.

Mobile Optimized Site Affects Brand Desirability

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International study

55

International mobile benchmark study

The same study was replicated and conducted internationally. In addition to the U.S., the study was conducted in UK, Spain and Germany. A total of 15 fashion brands were tested. To see the results of the international study, please click here.

56

References

http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Reports_Q1_2013_Desktop_Based_US_Retail_ECommerce_Spending

http://www.nngroup.com/articles/mobile-usability-update/Alert Box

Comscore

econsultancyhttp://econsultancy.com/us/blog/62656-45-of-businesses-still-don-t-have-a-mobile- site-or-app-report

http://www.gomez.com/mobile-readiness-instant-test/

http://www.emarketer.com/Article/Smartphones-Tablets-Drive-Faster-Growth- Ecommerce-Sales/1009835

http://www.internetretailer.com/2013/06/24/iphone-users-engage-far-more-m- commerce-android-users

Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld. © 1996-2013. Bain & Company

emarketer

Gomez.com

Internet Retailer

NPS


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London (UK)

Thomas House,

84 Eccleston Square

London, SW1VPXPhone: 0203 948 1360

Manchester (UK)

4-6 Bank Square Wilmslow,Cheshire SK9 1ANPhone: + 44 (0) 1625 525 650

San Jose, CA (USA)

10 Almaden Blvd #250,San Jose, CA 95113Phone: 866-599-1550

Denver, CO (USA)

1630 Welton Street #500CDenver, CO 80202

München (DE)

Kronstadterstrasse 4,81677 MünchenPhone: +49 (0)89 45 35 35 25

Madrid (Spain)

C/ O’Donnell 12, 2ª planta, 28009, MadridPhone: +(34) 91 111 48 82

Barcelona (Spain)

Av. Diagonal, 618 3ºDE08021 BarcelonaPhone: +34 93 414 7554



www.userzoom.com

London (UK)

Thomas House,

84 Eccleston Square

London, SW1VPXPhone: 0203 948 1360

Manchester (UK)

4-6 Bank Square Wilmslow,Cheshire SK9 1ANPhone: + 44 (0) 1625 525 650

San Jose, CA (USA)

10 Almaden Blvd #250,San Jose, CA 95113Phone: 866-599-1550

Denver, CO (USA)

1630 Welton Street #500CDenver, CO 80202

München (DE)

Kronstadterstrasse 4,81677 MünchenPhone: +49 (0)89 45 35 35 25

Madrid (Spain)

C/ O’Donnell 12, 2ª planta, 28009, MadridPhone: +(34) 91 111 48 82

Barcelona (Spain)

Av. Diagonal, 618 3ºDE08021 BarcelonaPhone: +34 93 414 7554

mobile benchmark study - userzoominfo.userzoom.com/rs/userzoom/images/mobile commerce...

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