Measuring the User Experienceof Fashion Web Stores onTablet Devices

www.userzoom.com

MOBILE BENCHMARK STUDY

Brands tested

Introduction

Mobile study details

A brief overview of mobile commerce landscape in the U.S.

• 200 women.• Use tablets and smartphones in their daily life.• Regularly purchase apparel and accessories on their tablet or smartphone.

Study design

Results of the mobile commerce study

Participant profile

• This was a task-based remote usability testing study.• All users were required to perform 3 purchase related tasks on their tablet.• All users were randomly assigned tasks on 1 out of 4 fashion websites.

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Table of contentsMOBILE BENCHMARK STUDY

Content

Mobile commerce

Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY

People are gettingprogressively more

comfortable withmaking purchases

on mobiledevices.

Frequency of Purchase on Mobile Devices

Weekly

13%

Monthly

Daily

20%Less thanmonthly

37%

29%

4

How do users expectmobile websites to perform?Users expect mobile sites to perform as well as the desktop ones. 61% of users said that poor performance will make them less likely to visit a mobile site again.

Sadly, increased customer comfort with mobile purchases has not affected how mobile websites perform. Most sites do not support users in completing their transactions, with most sites having a success rate of just 61%.

http://www.nngroup.com/articles/mobile-usability-update/

40% failure rate implieslost user base that is unlikelyto re-visit your mobile site!

7

8

Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY

http://www.gomez.com/mobile-readiness-instant-test/http://www.nngroup.com/articles/mobile-usability-update/

38-75%

58%

59%

Task completion rate using mobile web ranges from 38% to 75%

Mobile device users expect sites to perform as quickly as a desktop website.

Mobile task success rates are 59%, lower than regular desktop websites that have an approx. 80% success rate.

61% said that poor performance would make them less likely to visit a mobile website again!

It is more important to have a good user experiencethan merely a mobile optimized site or a mobile App.

61%

The state of mobile user experience today

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Study designMOBILE BENCHMARK STUDY

About remote unmoderated task-based usability testing

In a task based study, users are asked to follow through on task scenarios, such as “search for and add an item to cart,” that resemble actual actions that a user might perform on the website.

A task’s success is usually validated in two ways:

Validation by question: The task is considered successful if users answer a task related question correctly.

Validation by URL: The task is considered successful if users are able to reach the correct page or URL.

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•

•

•

In the research study presented here, we have tasks that are validated by question and by URL. •

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Study designMOBILE BENCHMARK STUDY (TABLETS)

Participants

Tasks

Brands

Frequent mobile shoppers

1

Buy a black dressfor a party, the one you like

the most.

2

+ +

Buy a necklaceand find out what it is made of.

(necklace details provided).

3

Find Informationabout return policy in order to return

a product purchased online.

200 25 - 45 yrs.

42% Success

Not easy to sort by color. Users could only sort by price.

52% Success

Clear sort by size and

color options.

25

What do users care about?Users appreciate the ability to narrow search by color, size & price.

Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)

What did users say?

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“I was being forced to enter a lot of personal information before I got to the payment details page.”

“Wish they had more pictures of the clothing from different angles.”

“It takes a very long time to enter payment information on a tablet without a full keyboard. It was also difficult to find a black dress I liked in a size 10/m.”

“It’s probably easier on a computer, but on a mobile device it was very slow, I had to hit the buttons several times, and my keyboard would pop in and out.”

Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)

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Lessons learned….

Users struggled to find product information related to purchasing a black dress. The best performing brands were White House Black Market and Kenneth Cole.

Users care about finishing the process quickly and putting in as little information as possible.

The most important up-front pieces of information that users care about are price, size, colors, product images and the ability to zoom in and out.

Users prefer to browse and checkout quickly

Price, size, color, images and zoom arethe most important aspects of browsing andselecting products

SORT

SIZE

COLOR

$60.00

Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)

32

Look for this necklace* that goes with your dress and continue to checkout.

*Users were provided with specific details of the necklace that they had to look for.

Websites with clear product description had higher ease of use ratings.

WHBM

6.2

Bebe

6.3

Guess

5.4

Kenneth Cole

6.4

7

1

2

3

4

5

6

0

Ease of use rating White House Black Market had 93% success and 6.2

ease of use ratings.

Guess had 51% success and 5.4

ease of use ratings.

Ease of use rating

MOBILE BENCHMARK STUDY (TABLETS)

Task 2 results

6.2/7 Easeof Use Rating

Product materials clearly listed.

5.4/7 Easeof Use Rating

Vague product description.

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What do users care about?

MOBILE BENCHMARK STUDY (TABLETS)

Task 2 results

Users appreciate short descriptions that include length, color and product material.

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Look for information on returning an item purchased ONLINE and whether there’s an associated cost.

WHBM

94% 82%

Bebe

86% 69%

Guess

76% 40%

Kenneth Cole

73% 67%

100

50

0

Success Rate 76% of users on the Guess website

reached the correct product page while only 40% of them could find info on

return policy.

Success rate

Found the return policy page Found the correct return policy information

For this task users were asked to note information about what the return policy for an online purchase was. The dark bars in the graph show the percentage of users who found the correct page. The light bars show the percentage of users who found the correct information on that page. The percentage difference indicates that users couldn’t find the information even though they were on the correct page.

MOBILE BENCHMARK STUDY (TABLETS)

Task 3 results

82% Success

Clear online purchase return information.

40% Success

Too much information to

parse through.

40

What do users care about?Users appreciate clearly formatted return policy information.

MOBILE BENCHMARK STUDY (TABLETS)

Task 3 results

Find information about returnsBuy a black dress Buy a specific necklace

73%

91%

28%

100

80

60

40

20

0

Is the search function important

for tablets?Users do use the search function on their tablets.

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Other interesting results and observationsMOBILE BENCHMARK STUDY (TABLETS)

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Overall NPS

While all brands have a positive NPS, White House Black Market has the highest with 26.

10.71% 32.14% 57.14%

30% 40% 30%

30% 40% 30%

29.73% 24.32% 45.95%

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22

22

2

Detractors Passives Promoters

Other interesting results and observationsMOBILE BENCHMARK STUDY (TABLETS)