Tablet Usability: Comparing 15 Fashion Web Stores

UX & CX Content Collection

Measuring the User Experience on Tablet Devices

Is it easy to shop fashion on a tablet?

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.

How do tablet users behave when searching for clothes and accessories online? What does a fashion web shop need to offer to trigger users` desire to browse and shop? Our UX researchers conducted an international task-based study with 800 female users from 4 countries to find out about their mobile shopping habits.

4 countries – 15 Fashion Brands – 3 tasks

Mobile Usability Research on fashion websites

200 users from the UK, Germany, Spain and the United States were invited to participate in this remote usability study. By means of 3 tasks the participants were asked to rate their online shopping experience, the payment process and the information provided by the 4 selected fashion brands they each tested.

Every user tried to buy a black party dress, looked for a certain necklace and searched for information on the shop´s return policy. By observing how users performed in each task important usability metrics like effectiveness, efficiency, and user satisfaction rates were measured.

Tablet Usability: Most Web Shops not tablet optimised

The study shows, that many of the tested web shops are not yet tablet optimised. Although it is significantly more difficult to type on a tablet than on a PC most brands don´t offer tablet-friendly forms. Most pictures were too small, just like some of the product descriptions. The main reason why users decided to abandon their purchase was due to the fact, that they were asked to register before buying.

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?

Tested Brands

  1. United Kingdom: Asos, Zara, New Look, Topshop
  2. USA: Kenneth Cole, Guess, Bebe and White House Black Market
  3. Germany: Hallhuber,s.Oliver,Esprit,H&M
  4. Spain: Zara,Mango, Springfield, Blanco

Download Whitepaper