Quisma, the international agency network for digital marketing, has 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 MD, 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."
The full results of the study are as follows and the full whitepaper can be found at www.quisma.com
Tabulated results by page: