2. 2
Mobile USAbiliTY TeSTiNG
international 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:
3. 14
The fashion industry has
the biggest impact on
online shopping
Female 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”.
5. 17
Mobile USAbiliTY TeSTiNG
international Mobile Commerce Study (Tablets): Comparing Fashion Web Stores
Participants
We 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
Regularly purchase
fashion items online
Tablet, iPad or Android
users
Ages: 25 to 45
Regularly purchase
fashion items online
Tablet, iPad or Android
users
200
users
Ages: 25 to 45
Regularly purchase
fashion items online
Tablet, iPad or Android
users
200
users
9. 25
Mobile USAbiliTY TeSTiNG
international Mobile Commerce Study (Tablets): Comparing Fashion Web Stores
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
10. 26
Mobile USAbiliTY TeSTiNG
international Mobile Commerce Study (Tablets): Comparing Fashion Web Stores
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.”
11. 38
Mobile USAbiliTY TeSTiNG
international Mobile Commerce Study (Tablets): Comparing Fashion Web Stores
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.
• NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters
and detractors.
12. 44
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%
13. 45
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.
14. 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%
15. 51
Mobile USAbiliTY TeSTiNG
international Mobile Commerce Study (Tablets): Comparing Fashion Web Stores
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”
16. 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%
Use the search feature
100
80
60
40
20
0
72,5%
91,25%
28,25%
Use the search feature
100
80
60
40
20
0
36,25%
70,75%
21,5%
Use the search feature
100
80
60
40
20
0
52
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.
