Mobile Usability Study by UserZoom Concludes That White House Black Market Fares the Best
A study conducted by UserZoom, a User Experience Research firm, concludes that White House Black Market mobile website has higher overall usability compared to other fashion brands’ websites and also has the highest Net Promoter Score. This result is based on consumer performance on routine purchase related tasks, using tablet devices.
(PRWEB) April 25, 2013
With Mobile Commerce exploding year after year thanks to tablets and other mobile devices, brands in the fashion retail business are rushing to build solutions to reach out to a fast-growing number of consumers. However, it´s not easy to design great mobile experiences and competition is fierce. Conducting mobile usability testing is a great way to improve the overall mobile experience, increase conversion rates and brand perception.
UserZoom, Inc., the global leader in Online User Experience and Usability Research, has conducted a competitive benchmark usability study over the mobile website of four leading fashion retail brands: Kenneth Cole, Guess, Bebe and White House Black Market. Using its own Remote Mobile Usability Testing technology, UserZoom invited hundreds of consumers to participate in the study in their natural context using their own tablets. The study consisted of routine tasks such as “Look for a black dress”, “Find a necklace”, and “What is the online return policy?”. UserZoom´s software collects detailed information about the users´ mobile experience, such as task success, time on task, user behavior and suggestions to improve.
For the task of finding products, White House Black Market´s mobile website performed marginally better than the other brands. For the task of finding product information, Bebe performed the best. “It was observed that users struggled to find basic product information on all four sites and there is much room for improvement in the search experience,” says Sneha Kanneganti, User Experience Researcher at UserZoom. All brands, however, had relatively positive Net Promoter Scores (a.k.a. NPS, or a consumer´s willingness to recommend a website to friends and family), and again White House Black Market fared the highest with a score of 26.
To go over more details of the study, UserZoom is organizing a complimentary webinar that will also cover a comprehensive overview of Mobile Research methods and tools for mobile professionals. “There is huge interest in mobile design and usability today, so the timing for this webinar is perfect,” said Alfonso de la Nuez, Co-Founder and Co-CEO at UserZoom. The webinar will be hosted on Tuesday, April 30th at 11 a.m. PT. To register, please visit http://info.userzoom.com/mobile-ux-research-webinar.html.
UserZoom is the global leader in Online User Experience and Usability Research solutions. It offers an online research software to cost-effectively test, measure and improve Usability and User Experience on both Web and Mobile platforms.
UserZoom´s customers save time and money on research and testing, while obtaining rich user feedback and insights. UserZoom works with 50% of Fortune’s most admired brands, such as Google, Paypal, Amazon, IBM, Bank of America, Walmart, Southwest Airlines, Macy’s and others across all major industries and in 15 countries.
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