Mobile users can browse but have difficulty completing online orders

    50% of dedicated mobile sites don’t load on Android

    Users could not complete purchase on 91% of sites with Blackberry

London, 21st November 2011: Many UK retailers are losing out on sales due to poor usability of their mobile web presence, according to Hitting the Mobile Checkout, a new report from eCommerce consultancy, dotCommerce. Only one third of retailers surveyed had dedicated mobile sites available, dramatically impacting a positive buying experience.

The benchmark study, available to download at www.dotcommerce.co.uk/hittingthemobilecheckout, assessed 12 leading UK retailers, across various categories using Blackberry, iPhone and Android devices. Each site was marked against 22 criteria across eight categories like ease of use, security and integration with other marketing.

The best performing section was site navigation, suggesting that the fundamentals of the mobile experience are receiving most attention. However, with the Checkout Process and Payment confirmation receiving average scores of 27% and 22% respectively, all this effort may be futile if orders cannot be completed at these vital stages.

Boots (75%) and New Look (68%) scored the highest marks, demonstrating a clearer understanding of mobile shoppers’ requirements. Meanwhile, of the four retail categories we examined, fragrance brands showed the worst performance, making up three of the four poorest scoring brands versus footwear, cosmetics and cookware.

“These findings paint a clear picture of the mobile challenge retailers must tackle today,” says Ben Staveley, Head of eCommerce. “Growing consumer expectations and a fiercely competitive market make this an area where getting left behind is a big risk and yet, a very real possibility.”

The Hitting the Mobile Checkout League Table
75 Boots   
68 New Look   
68 Argos   
62 Bobbi Brown   
62 Office   
60 Estee Lauder   
56 Russell Hobbs   
55 ECO Kettle   
55 Fragrance Direct   
54 The Fragrance House   
51 House of Fraser   
45 The Perfume Shop   

dotCommerce’s benchmark report, Hitting the Mobile Checkout, offers over 35 best practice guidelines and top tips for effective online retailing, with practical information and real-world examples.

To make sure your mCommerce site scores better than these major online retailers, download the full report at no charge at www.dotcommerce.co.uk/hittingthemobilecheckout