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Nike edges out competition in UX test of global sports brands

Nike has edged out the competition in a report that compares the online buying experience offered by seven of the world’s top sports brands.

The latest Qubit benchmark looks at the on-site effectiveness and UX of Nike, Adidas, Reebok, Puma, Fila, Asics and Converse.

Sites are judged based on more than 80 industry best practice criteria that give an insight into the UX and how easy it is for visitors to make a purchase.

As mentioned, Nike came out on top with a score of 80% closely followed by Adidas with 79%. Reebok came in third with 68%, just two points above the average score of 66%.

Checkout abandonment: mobile UX examples to help boost conversions

It’s no secret that in spite of the boom in mobile web traffic, conversion rates from smartphones remain far lower than on desktop.

This is largely due to the fact that people use mobiles for research and searching for product ideas, before making a purchase on their laptop or PC.

The low conversion rates are mirrored by high abandonment rates, with new data from remarketing firm Cloud.IQ showing that during January the abandonment rate for smartphone users on ecommerce sites was 84%, compared to 72% on tablet and 68% on desktop.

The question is, what can be done to reduce basket abandonment on mobile? In truth a large proportion will continue to drop out simply because they use mobile for product research, however there are still ways of shortening the purchase journey on mobile so shoppers are nudged towards a conversion rather than dropping out.

To give some inspiration for mobile designers, I’ve rounded up some of my favourite UX features from various mobile checkouts that might help to limit user frustration and abandonment rates.

Enjoy!

How marketers can drive engagement at every phase of the purchase cycle

It’s not just the moment of purchase that matters. To successfully build customer loyalty requires fresh marketing strategies at every phase of the purchase cycle: before, during, and after.

Before deciding to spend their hard-earned money with your brand, consumers receive countless messages that detail product announcements and ways to save money. To break through this noise, a streamlined and efficient engagement strategy is critical.

At the time of purchase, on the other hand, with consumers facing options from dozens of competitors, brands must change the shopping game to aid consumers in making an educated buying decision.

Finally, after a purchase is made, your brand has a choice of either allowing the customer to walk away in anonymity or continue the conversation by creating an identified and meaningful ongoing relationship.

Does M&S deliver the best mobile customer satisfaction?

M&S and Tesco have the best mobile websites among the UK’s top 10 retailers, according to a new report.

The Foresee benchmark compares customer satisfaction scores achieved by the top online retailers in a survey carried out in November 2013.

One of the most interesting findings is that customer satisfaction on mobile lags well behind that for desktop sites, with the top 10 mobile sites averaging a score of 73 on the 100-point scale compared with 77 on desktop.

According to Foresee poor customer satisfaction has a drastic effect on sales, with every one-point increase in satisfaction translating into a 10.6% growth in a retailer’s online revenues. 

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