Home Depot and Wayfair have the best mobile web experience, according to a report from Forrester, sent to BI Intelligence. The report scored the mobile websites of 12 retailers on a number of characteristics to quantify their functionality, usability, and overall grade.
Home Depot and Wayfair proved to be leaders in the space, while Best Buy posted the best functionality score.
- Home Depot’s mobile website has top of the line usability thanks to its superior search and more. The retailer’s search provides product- and category-specific recommendations, even as the user types. This makes it significantly easier for consumers to find what they’re looking for, and discover new products for unplanned purchases. The report also found that the website runs smoothly and makes the purchase process clear for consumers, along with a number of other strengths that earned it the top overall score.
- Wayfair earned high marks for how it aids customers’ shopping processes. The report cites the online furniture retailer’s product information pages as a significant strength thanks to their detailed nature and the regular inclusion of videos. Wayfair is also lauded for its complementary recommendations, which are easy to add on, and for its idea board feature, which allows users to save “liked” products.
- Best Buy was awarded the leading functionality score largely because of its personalization and checkout process. Best Buy’s personalization capabilities are able to interpret specific session behavior and make recommendations based on that information. Meanwhile, its checkout automatically completes address fields to speed up the process, giving the electronics retailer the best functionality score by a larger margin.
With mobile commerce set to account for nearly half of e-commerce sales by 2020, retailers must prepare for a mobile-driven future. Retailers should look to these leaders to improve their own mobile websites in order to draw more sales, as consumers will leave websites that provide a poor user experience.
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