Measuring the User Experience of Fashion Web Stores on Tablet Devices

People are getting more and more comfortable with making purchases through mobile devices. 48% of all Internet activity is done through a mobile device and 32% of these activities are purchase related. 

UserZoom's researchers conducted a competitive benchmark study to evaluate the state of mobile usability on e-Commerce websites and to highlight the lessons learnt. 

The study was conducted on the websites of four major retailers: Kenneth Cole, Guess, Bebe and White House Black Market. This was a task-based remote unmoderated usability study with 200 female participants who were required to perform 3 purchase related tasks on their tablet. 

Download the report to find answers to the following questions: 

  • Are sites optimized for tablet shopping?
  • Do users prefer a mobile web or app?
  • Which brand is rated best?
  • What's important to users when shopping on a tablet?
  • What makes users abandon a purchase?


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