Mcommerce best practice benchmark

Research on the top mobile sites and apps as rated by consumer experience

Earlier this year, Episerver carried out consumer research in the UK with over 1000 consumers, to evaluate use of the mobile internet and use of apps.

Consumers were asked if they are using mobile sites, the importance of features and their engagement with mobile apps. To ensure representation, the data findings were benchmarked with data from 30 retailers on the IMRG Experian Hitwise Hot Shops List.

This research gives a useful list of the leading retailers to benchmark your Mcommerce site and apps against:

Retailers were awarded points and scored to 100% on the following criteria which probed into key areas around UX including performance, engagement and zooming support.

The full report can be downloaded from Episerver which concluded 7 tips for ecommerce retailers to follow:

7 Tips for a mcommerce strategy

• 1. Mobile Site First: consumers use mobile sites more than apps, and 'one size doesn't fit all'.  Start with a mobile site first and get the basics right.
• 2. Apply your desktop knowledge: Apply your desktop knowledge about user behaviour and use of features across your mobile site.
• 3. Speed matters: Ensure your  site is optimised for mobile across images and other assets. so it's focused on the UX.
• 4. Easy search: This is key for consumers to be able to find products and information quickly.
• 5. Contextualise your content: 80% of respondents use tablets at home, so they take time to 'leisurely browse'! Think about engaging content (social media) and ' improve stickiness of your site'.
• 6. Help customers on the go: customers use mobile apps and sites to find store locations, directions, prices lists, stock availability - make this easy.  Purchases are made impulsively so support this and after care, for returns.  Consider location based targeting to drive visitors in-store.
• 7. Aligned to the customer experience: We live in a multi-channel world; see web, tablets and mobile and apps as one channel in multiiple screens. Offer innovation for product ordering and collection (order online, pick up on store) and product interaction in-store. Utilise analytics and personalise.