British high-street retailer Topshop has been named as the best site for online shopping through tablet devices in the UK, followed by Adidas and Nike, as per a new research by conducted by international agency network for digital marketing Quisma.
According to a statement issued by Quisma, the research conducted by the agency to rank UK’s most effective websites for tablet devices in the run up to Christmas, 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 or tablet devices.
To determine the websites' overall user experience success, four areas were examined by the Quisma research team and weighted differently, according to their contribution to sales, creating an overall score out of 100 percent for each brand.
According to the research, Topshop scored an overall of 86.89 percent, which is the cumulative average of the scores it attained in the homepage, product page, shopping basket and checkout categories. Adidas came second with an overall score of 86.84 percent, followed by Nike which gained 86.36 percent.
British fashion retailer New Look and French clothing company Lacoste also managed to prove popularity among easy to access websites with overall scores of 84.99 and 84.55 percent, respectively.
However, Inditex’s fast-fashion brand Zara and Swedish multinational retail clothing firm H&M, ranked the lowest on the charts with overall scores of 69 and 66.60 percent, respectively.
Ellie Edwards-Scott, Quisma UK’s managing director, said no other technology has had as much of an influence on e-commerce in recent times as tablet devices and research from IMRG found that tablet devices now account for 85 percent of mobile sales year-to-date.
Tablet visitors on e-commerce sites also spend 20 percent more compared to desktop shoppers and twice as much compared to those using smartphones, she added.