The Search Agency's Mobile Experience Scorecard: Web-Only Retailers

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Mobile devices are here to stay. Recent research indicates that about 55% of all time spent with online retail in June 2013 occurred on a mobile device. Providing a frictionless mobile experience is especially important for web-only retailers, those businesses that sell products exclusively online. In the latest edition of the mobile scorecard, The Search Agency evaluated a list of the top 100 web-only retailers curated from Internet Retailer's Top 500 list of e-commerce sites to see if these online-focused retailers demonstrated a higher level of mobile-readiness.

Using the methodology from previous reports, The Search Agency evaluated the top 100 web-only retailers based on a set of criteria across seven categories to determine which corporations were most closely aligned with established mobile best practices. The analysis was based on both quantitative factors established by industry best practices and qualitative factors determined by our team of experts. 

The results were surprising:

  • Although Google officially recommends that websites use Responsive Web Design (RWD), only 9 of the web-only companies used RWD, while 59 used dedicated mobile sites and the remaining 32 used desktop sites.
  • The average load time for all companies was 2.99 seconds, significantly greater than Google's recommended 1 second. 
  • The average score was only 2.808 out of 5. The companies with the highest scores were Nasty Gal, eBags, and Zazzle.
  • Sites that ranked higher on the list tended to be more female-oriented businesses. For instance, the highest scoring industries were jewelry, health/beauty, and accessories/apparel.

Download the full report to see how all of the top 100 web-only companies rank and to learn about the steps you can take to improve your mobile site experience. 

 

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