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TABLET STUDY 2014 THE QUISMA SPORT RETAILER

WORLD CUPApril / 2014

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CONTENTS

1. Introduction ...........................................................................................................................................3

2. Research Methods and Structure .........................................................................................5

3. Study results ...........................................................................................................................................8

3.1 Homepage..............................................................................................................................................8

3.2 Product detail site ..........................................................................................................................15

3.3 Shopping Cart .......................................................................................................21

3.4 Check-Out .............................................................................................................24

3.5 Overall results ........................................................................................................30

4.Training Tips ...........................................................................................................31

5. Conclusion ...............................................................................................................32

6. List of references......................................................................................................34

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Samba, sun and superstars – 2014 is the year of the World Cup in Brazil and the excitement of millions of fans across the globe has already begun. Will a European Team finally manage to win the World Cup Trophy in South America? Or will the native Seleção succeed for the sixth time?

Even before the 32 qualified teams compete at the Sugar Loaf, the e-Com-merce playing ground is being fought for by the online sport shops. For this battle, we have put three shops each from five European countries to the acid test.

The World Federation of the Sporting Goods Industry (WFSGI) with mem-bers such as Adidas and Puma, is expecting a surge in demand for sporting goods as a result of World Cup hype. The total revenue is expected to grow 4% year-on-year meaning it will generate 8 billion euros (Polz, 2014). The majority of sporting goods are not sold by the manufacturer but by retailers.

Tablets continue to gain importance in m-commerce (mobile commerce). Within the past year, tablet usage has doubled: from 13.9% to 27.8% (Source: ‘Mobile Effects 2014-1’). In addition, consumers are three times more likely to buy on their tablets, rather than smart phones (TOMORROW FOCUS Media, 2014). Compared to desktop PCs, tablets are on the rise, as illustrated in the graphic below:

uTablet.

1. INTrOduCTION

Source: Adobe, 2012

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Country Shop urL

Germany SportScheck www.sportscheck.de

Intersport www.intersport.de

Karstadt Sports www.karstadtsports.de

UK SportsDirect www.sportsdirect.com

JD Sports www.jdsports.co.uk

Pro Direct Soccer www.prodirectsoccer.com

Italy Cisalfa Sport www.cisalfasport.it

Maxisport www.maxisport.com

Amazon Italia http://www.amazon.it/Sports-and-Leisure/b/ref=sa_menu_asport?ie=UTF8&node=524012031

Spain Decathlon www.decathlon.es

Decimas www.decimas.es

Sprinter www.sprinter.es

Netherlands Plutosport www.plutosport.nl

Avantisport www.avantisport.nl

Perrysport www.perrysport.nl

M-Commerce and the use of tablets is one of the most important future mar-kets. With increasing user figures and growing acceptance of online shopping, the successful online presentation of retailers is essential to staying competi-tive.

The following shops competed against each other in QUISMA’s World Cup Check:

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The objective of the study was to conduct a qualitative analysis and evaluation of selected European sport retailers and their iPad sites.

The iPad was used as test device due to Apple being the clear leader in the tablet market. Although its market share fell significantly (from 52.8% to 36% year-on-year), the iPad is still the dominant tablet with over 70 million devices sold, ahead of Samsung’s Galaxy with only 37.4 million devices sold (19.1% market share).

The QUISMA check was conducted using a scoring model by which online retailers where evaluated according to agreed quality criteria.

To determine the overall winner, we defined four parameters which were weighted differently for the evaluation.

� Homepage (40%) � Product detail page (30%) � Shopping cart (15%) � Check-out (15%)

These four criteria are essential for online retailers and need to be teamed up, much like the players of a football team, in order to be successful. The model was developed by QUISMA in its website testing and audits.

The homepage is weighted most in the scoring model and is on the top of the website leader board. For the visitor it is the entrance to the online shop and the first and sometimes even the deciding impression. Ideally, the home-page should inspire the customer and encourage a purchase. It is important for the homepage to have a clear and appealing structure in order to lead the customer deeper into the site and at the same time create trust, as well as de-monstrate competence.

The product detail page is the second priority in our evaluation. This is where the interested customer should be led to make the purchase by a compelling product presentation, a clear page structure and useful additional information. Often, the product detail page is how the customer enters a website due to users coming directly via search engines (Google, Bing/Yahoo), for example from PLAs (Product Listing Ads) or price comparisons.

The shopping cart and the check-out site both achieved 15% in our scoring model. This is where the sales processes are completed and where the purchase is finalised. The focus of the shopping cart should be on the clearly arranged display of all relevant information and user-friendliness. From experience, we know that the bounce rate is very high at the check-out, which is why

2. rESEarCh METhOdS aNd STruCTurE

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it is essential to create an easy purchase process. We would recommend an approach in line with the target group, who can be identified through tests and audits. The four basic evaluation categories are composed from four sub categories:

� Structure � Visualisation � Usability � Specific Content

The structure is the setup of the website. It is essential that the customer is able to easily find their way around the site. A good website structure is com-prised of a clear structure with prominent placement of important elements (e.g. a search feature) as well as relevant information and contact details.

The visualisation looks at the visual display of the site. It is important to use high quality images and easy-to-read typefaces.

The usability looks at how easily the user can find their way around the site. Do certain features make usability easier or more difficult? Studies have shown that an increase of just one second in loading time can lead to up to a 7% decrease in conversion rate (TagMan, 2012).

Specific content defines the website’s additional detailed content. A more in-depth description can be found below.

We left out the trust elements for the purpose of this study because they are not comparable on a European basis; there are country-specific differences in the use of these elements. Trust elements deliver the proof that online retailers are evaluated and certified by for example‚ “trusted shop“ or TÜV, with regard to different criteria, such as credit rating, price transparency, customer service and data protection.

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Trust elements are very important in Germany and can be found on nearly every online retail site. However, in the Netherlands for example, they are not common at all. A few years ago anyone could found a company and sell seals of approval, this led to an overflow of dubious and uncertified seals. Today, a trust-encouraging element is whether it is possible to pay using well-known financial brands such as Visa or MasterCard.

Table 1 shows a summary of the analysed categories and the weighting of the sub categories.

range of capacity

Factors, significance (weighting) for a con-version perspective

What is the objective?

Homepage(40%)

• Structure (30%)• Visualisation (30%)• Usability (30%)• Specific Content (10%)

• To create awareness and demand• To motivate users• To encourage a purchase• To create a feeling of trust

Product detail site (30%)

• Structure (30%)• Visualisation (30%)• Usability (20%)• Specific Content (20%)

• Appealing product presentation• Clearly structured information• To encourage a purchase

Shopping cart(15%)

• Structure (25%)• Visualisation (25%)• Usability (25%)• Specific Content (25%)

• To provide an overview • To create security and trust • Purchase stimulation

Check-out(15%)

• Structure (20%)• Visualisation (25%)• Usability (30%)• Specific Content (25%)

• User should complete the purchase • Fast and user-friendly process • To create security and trust

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3. STudy rESuLTSThe World Cup winner - at least in the QUISMA Check -is from Ger-many and called SportScheck. Its record result is 87.41%, closely follo-wed by JD Sports (UK, 86.21%). Surprisingly, the Italian market leader Amazon only achieved 80.15%. Those lagging behind the most included, Maxi Sport (Italy, 78.79%), Decimas (Spain, 78.31%) and Pro Direct Soccer (UK, 74.29%).

Online Shop homepage Product detail site

Shopping cart Check-out Final result

SportScheck 86.07% 83.27% 96.67% 89.99% 87.41%

JD Sports 94.27% 82.71% 75.00% 85.94% 86.66%

Karstadt Sports 86.50% 83.67% 86.67% 90.08% 86.21%

Sports Direct 87.71% 84.39% 80.00% 83.70% 84.96%

Plutosport 91.49% 81.98% 80.00% 77.30% 84.78%

Intersport 83.08% 82.77% 90.00% 85.81% 84.44%

Decathlon 86.33% 86.49% 82.14% 77.19% 84.38%

Perrysport 91.59% 75.76% 83.33% 80.39% 83.92%

Sprinter 85.36% 78.40% 75.00% 83.53% 81.44%

Amazon Sport 78.61% 85.46% 76.67% 77.12% 80.15%

Avantisport 86.49% 72.79% 80.00% 76.61% 79.93%

Cisalfa Sport 82.35% 76.80% 73.33% 85.80% 79.85%

Maxi Sport 84.49% 77.62% 66.67% 78.04% 78.79%

Decimas 79.54% 77.76% 76.67% 77.78% 78.31%

Pro Direct Soccer 76.89% 73.41% 75,00% 68.40% 74.29%

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3.1 hOMEPagEThe first impression counts. A lot like the players in the stadium, potential customers are influenced by atmosphere – that of the homepage. An appealing impression is essential for increasing conversion rates. The study showed that all online retailers under consideration have good or very good homepages but they still have potential for optimisation, which means training!

As implied in the weighting of the category, “homepage“ the structure, visualisation and usability of a homepage are its most important determining factors.

A clearly laid out structure is essential; must-haves are a search and a login feature in the upper website area as well as easy navigation around the site.

With regard to successful visualisation, the most important factors are high-quality images and text that is appealing to customers, whilst also being in line with the requirements of the shop.

The usability of the homepage should not be underestimated, especially on tablets. Also, customers value mobile usability, such as the ability to‚ swipe images.

Seasonal offers and directions to special new product lines belong to the spe-cific content of the homepage.

The highest values in the category “homepage“, were found at JD Sports (UK. 94.27%), Perrysport (Netherlands. 91.95%) and Plutosport (Nether-lands. 91.49%).

At the bottom of the table were Decimas (Spain. 79.54%), Amazon (Italy. 78.61%) and Pro Direct Soccer (UK. 76.89%).

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Positive example: Jd Sports (uK)

JD Sports was the best in the category “homepage“ with a score of 94.27%. The UK sport retailer fulfils almost all characteristics of an optimally-structured homepage:

1. Login 2. Search3. Navigation 4. Customer advantages

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The following structure characteristics were weighted positively:

� Login feature is available � Search feature is available � Navigation panes are clearly structured in the header � Well-placed customer offers � The contact information: T&C and data protection information

are visible in the footer

5. Information for the customer

6. Navigation panes 7. Social Banner

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In addition, the design of the website is very appealing. The products and product categories are clearly ordered in tiles which enables visitors to quickly find what they need. The high-quality images and text communicate the high standard of the online retailer. Short and concise text content enables an easy navigation. The social banner on the bottom of the site encourages strong en-gagement with the potential customer. Here visitors can see the option to ‘find a store’ and there are buttons visitors can click to be directed to the relevant social media platforms, or to register for the newsletter. However, this overall result could be even better if mobile usability such as “swiping“ was enabled.

In summary, this retailer has almost everything a customer is looking for: appealing design, clear structure and easy navigation.

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Negative example: Pro direct Soccer (uK)

Pro Direct Soccer only scored 79.89%. In comparison to the other retailers it lacked significant features.

1. Search button too small 2. Customer advantages too

small

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The site has a login feature, easy to find contact details and customer offers in the header but the search feature cannot be found at first glance. The shopping cart is not there at all. The main problems with the structure of this online retailer cannot be compensated, which leads to its low score; it‘s like a team competing without a goalie.

The visualisation also needs improvement. Normally the tile system is helpful and provides a good structure when applied correctly, however the Pro Direct Soccer site looks very cluttered which is the result of having too many tiles and its non-universal design. The images are of good quality but the text under the tiles is too long and overwhelms the visitor.

3. Navigation panes with too much text and uncoordinated images

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Overall, a good retailer homepage can be achieved through:

1. An appealing design: This is as important as Lionel Messi for Argentina. If a customer has a good first impression, they feel comfortable and will have less interest in visiting competitor he feels.

2. A clear structure: The most important elements of the site need to be ap-parent to the customer (navigation, product categories, search feature and contact details).

3. Easily visible information with regard to data protection, T&C and priva-cy have to be integrated to communicate trust and security to customers.

The foundations of a good website are set by the implementation of these as-pects. However, the web site should also be optimised according to the target group. Insights can be collated via extensive tests and audits. In short, a good foundation is developed in training, with the real building-blocks created at test matches.

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3.2 PrOduCT dETaIL SITEThe product detail site is at least as important as the homepage. This is where the customer decides make a purchase, which is why a clear and appealing structure is essential.

Decathlon (Spain. 86.49%) is the winner in this category. Also at the top were Amazon (Italy. 85.46%), Sports Direct (UK. 84.39%), Karstadt Sport (Germany. 83.67%), SportScheck (Germany. 83.27%), Intersport (Germany 82.77%), JD Sports (UK. 82.71%) and Plutosport (Netherlands. 81.98%).

These retailers have complied with the requirements of an optimal product site. However, there is room for improvement.

The retailers that made the middle of the league in QUISMA’s check were retailers with values between 78% and 73%. Best in this group was Sprinter (Spain. 78.40%) and last Pro Direct Soccer (UK. 73.41%). This group has a good product presentation but could definitely improve.

Avantisport had the lowest score (Netherlands, 72.79%), which means it re-ally needs to step up.

The structure and visualisation are both weighted with 30% in this category. The same aspects as for the homepage are important here too. That is to say there is the need for an appealing and clear structure and high-quality images and text. On the product detail site the zoom feature to view the product in greater detail is important too. This should be well placed to better present the product and to convince the customer to make a purchase. Also, the Call-to-action button (placed in the shopping cart) should be clearly visible to kick-off the check-out process in an easy way.

Usability (20% weighting) is primarily decided by the zoom feature. This should work on tablets without any problems which is not always easy to im-plement, especially when combined with mobile usability (swipe, zoom, etc.)

The specific content (20% weighting) of the product detail site is added to the product information and completes the evaluation of the product.

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Positive example decathlon (Spain)

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1. Search 2. Shopping Basket3. Login 4. Navigation 5. Call-to-Action button

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Tiki-Taka on the tablet: The Spanish retailer Decathlon is the clear winner of this category with a result of 86.49%. The structure and visual lay-out achie-ved very high scores, with only small amendments needed to improve the site.

The structure is almost perfect. The most important elements are there: search feature, shopping cart, contact details as well as T&C and data protection information - a dream assembly.

Also the visualisation is well implemented . The most important elements are there, whilst also being well placed and of high quality. The availability and dispatch information which is in this case placed above the call-to-action button could have a more central placement.

6. Additional information for the customer

7. Social Banner 8. Help & T&C

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The usability, especially the zoom feature on the tablet, is well conducted via a pop-up window. Visitors can also “swipe“ from one image to the next, which facilitates viewing.

The additional information for the product is part of the specific content as well as recommendations of similar products.

The product site of this retailer is exemplary. The appealing product presenta-tion combined with interesting and useful additional information create the perfect conditions for encouraging a purchase.

Negative example: avantisport (Netherlands)

Avantisport became last with a result of 72.79%. The product detail site lacks a few basics which are illustrated in the following display:

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1. Search is not clearly visible

2. Confusing informati-on for the customer

3. Navigation with un-appealing design

4. Shopping cart too small

5. Call-to-Action button too small

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As on the homepage, the search feature on the product detail site is only visib-le at second glance. The pages are too generic, which makes the site confusing to navigate. One of the main reasons for the negative evaluation results is the lack of a visible call-to-action button (“in winkelwagen“). However, the design of the site is still appealing as a result of the contrast between the white background and the black typeface.

When looking at the visualisation and usability of the website, we found that there was no zoom feature. Clicking on the product images only opens a mar-ginally bigger image than before. It is possible to enlarge the image with the two-finger iPad feature but it does not seem to be optimised for tablets. This limited usability led to a negative evaluation.

Likewise the specific content doesn‘t have any additional product information or customer ratings.

All these factors lead to Avantisport being short before the replacement and needing to step up its game.

For the structure of the product detail site, the following key factors are im-portant:

1. Clear and structured layout: This includes the visually appealing and “sexy“ product presentation. All relevant information should be visible at first glance.

2. Additional information/zoom feature: Additional information such as customer ratings often entice customers to purchase. Similarly, the zoom feature (when using high quality images) can highlight the best aspects and advantages of the product. However, this feature needs to be opti-mised for tablets.

3. A clearly visible Call-to-action button: This will strengthen the customer‘s purchase decision and facilitate the check-out process. The optimal button would be one that moves when scrolling down.

It does not always have to be the goal of the month. But if you look at the basic aspects of the site structure, the purchase decision can be helped-along significantly. A retailer should conduct an extensive analysis when structuring the specific target group for the site. This is also cost-effective due to the resul-ting increase in sales. Most retailers have optimisation potential in this area.

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3.3 ShOPPINg CarT The ball needs to get in the goal: The customer has made a purchase decision, added the product to the shopping cart and wants to complete the order. This means that the products need to be clearly laid out and listed in the shopping cart. Also, there has to be an option to amend the products or to delete them from the cart.

Triple victory for Germany! Sportscheck is leading this category with 96.67%, followed by Intersport and Karstadt Sports (Germany, respectively 90% and 86.67%).

The midfield is headed by Perrysport (Netherlands, 83.33%) and Decathlon (Spain, 82.14%) and followed by JD Sports (UK, 75%) and Cisalfa (Italy, 73.33%). These retailers are average when it comes to their shopping carts and so there is potential for improvement.

Last is Maxi Sport (Italy, 66.67%). Here, the retailer falls short with regard to information communication and the structure of the site.

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The Bayern Munich of the sport retailers, SportScheck leads the ‘shopping cart’ category having 6% on the next best. The shop has done nearly eve-rything right.

The SportScheck shopping cart offers all necessary structural elements:

� Login and search feature in the header � Visible shopping cart logo � Data protection, T&C and company information

Also, the shopping cart really takes the lead with regard to visualisation; it is clearly laid-out, well-structured and offers all essential features. The call-to-action button has a decent size and is always in the customer’s field of vision – irrespective of the number of products.

Positive example: SportScheck (germany)

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1

2

1. Well-structured Header

2. Shopping cart 3. Overview of the

progress4. Well-organised infor-

mation for the customer

5. Call-to-Action button always visible

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This is the same for usability aspect. All buttons are tablet-friendly and the text adapts easily to the portrait format. In addition, it is easy to delete or amend the products in the shopping cart.

The most important factor for the customer however, is the clear and well-structured communication of the dispatch information and the overall costs.

Generally, at shopping cart stage the customer should have the best possible purchase and cost overview. Transparency leads to trust, which pays off in the long-term. If additional costs apply at the check-out stage, which were not previously mentioned, it is likely that the customer will be put off. Conse-quently, the likelihood that the customer will compare the costs with compe-titors and perhaps decide not to purchase from the shop as a result, increases.

Negative example: Maxi Sport (Italy)

Not qualified for the World Cup. Maxi Sport was at the bottom of the league in the shopping cart category with 66.67%. The retailer has definite potential for optimisation:

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1. Information for the cus-tomer with bad contrast

2. Poorly visible contact information

3. Call-to-Action button too small

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The retailer lacks structural aspects: The screenshot shows that Maxi Sport’s shopping cart site does not have a login feature or any relevant information (about the company, T&Cs, etc.) It is okay to neglect the login feature but not elements that are needed to build trust.

We also have to give a red card for the visualisation: When viewing the site in landscape format everything was visible, however it was impossible to see the whole site in portrait format as the sides were cut off and were only viewable when scrolling. This needs to be improved.

Other than that the design of the shopping cart is okay. The images and text are of high quality, the contrasts are sharp and the content is also readable in the portrait format.

However, Maxi Sport needs to be penalised for the Specific Content. The costs are communicated in a clear way (the distribution is free for orders over 40 Euros), but the secure payment reference is missing. A clear reference to secure payment is essential.

The key aspects of an optimal shopping cart are:

1. A clear and well laid-out display of the most important and relevant in-formation as well as trust-building elements

2. A clear communication of all costs

3. An eye-catching call-to-action button which invites the customer to enter the check-out process

Overall, the shopping carts of all examined online retailers are similar. A tar-get-group-specific shopping cart is really only necessary within the design as-pect. However, optimisation can be achieved with regard to specific customer requirements.

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3.4 ChECK-OuTThe closure! The check-out process is the final move in the online purchase process. The bounce rate in this final step is relatively high and means that optimisation is essential.

The main reasons for dropping out of the purchase process are effectively absent purchase decisions (the products are just stored in the shopping cart), late communication of the total costs and a lack of trust, as well as a complica-ted and lengthy check-out process (Kretzschmar, 2013). The first point can be partly eliminated by offering a wish list on the product detail site, the second by optimising the shopping cart and the third by perfecting the check-out process. As outlined below, there is a clear potential for improvement.

In the ‘check-out’ category usability has the highest weighting (30%) with two aspects. Firstly, the keyboard should adapt to the content when entering a text. For example, when asking for the email address, the keyboard should automatically have an @ and for the telephone number there should be a numerical keyboard. The easier the entry for the customer, the lower the bounce rate.

Secondly, the customer should be able to navigate between steps without losing their personal data.

The objective is to optimise the usability by shaping the check-out process so as to make it as easy and comfortable as possible for the customer. To mini-mise the danger of the customer dropping out, each complication should be avoided.

For the structure (20% weighting) we recommend a ‘progress bar’‚ that clearly shows the customer which stage of the check-out process they are currently at. Most online retailers have implemented the ‘progress bar’ already as it has proven successful in the past.

The Visualisation and Specific Content have a 25% weighting in the check-out process. The same factors apply as in the previously mentioned range of capacity, so a clear and well laid-out structure is necessary. Equally as impor-tant are high-quality text and images.

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There are two particularly important factors for the Specific Content in the purchase process:

1. The option to pay with proven payment service providers such as PayPal or a secure credit card payment (eg Verified by Visa).

2. Referencing the encrypted data transfer of personal or payment data (SSL connection).

Bearing in mind a few basic criteria, the check-out process can be optimised according to customer requirements. Due to the high bounce rate, the signifi-cance of the check-out process should not be underestimated.

In the ‘Check-Out’ category Karstadt Sport came first with 90.08%, followed by Sportscheck with 89.99%. Both online retailers have excellent check-out processes.

The pursuers are led by JD Sports (UK, 85.94%), followed by Intersport (Ger-many, 85.81%) and Avantisport (Italy, 76.61%). For all of these retailers there is potential for optimisation.

The last place goes to Pro Direct Soccer (UK) with 68.40%.

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Positive example: Karstadt Sports (germany)

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2

3

1. ‘Progress Bar‘2. Overview of the customer

data 3. Overview of the order

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Strong final stage: Karstadt Sports implemented the check-out process per-fectly.

The final step of the check-out process clearly summarises all relevant infor-mation for the customer. Before the purchase is completed, the customer can change the delivery address as well as the payment method. There are well laid-out references to delivery time and the returns and exchanges processes, as well as a help feature in case there are any problems while ordering.

Generally, Karstadt Sports’ check-out process is uncomplicated. There are only three steps and the customers can see their progress at the top of the website, via a progress bar. In addition, the customers can navigate between the steps without losing the previously entered data.

The only improvement would be a constantly visible display of the ‚call-to-action button irrespective of the user’s position on the check-out site. The purchase should be as simple as possible.

4. Helpful information for the customer

5. Call-to-Action button 6. Information for the

customer

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Negative example Pro direct Soccer (uK)

No goal: The check-out process of Pro Direct Soccer is in need of improve-ment:

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2

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1. Payment information2. Order summary3. Call-to-Action button

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The last webpage of Pro Direct Soccer’s check-out process is completely dif-ferent to that of Karstadt Sports.

The overview of all relevant information is missing (address, etc.), instead there is just a summary of the costs. Consequently, the customer may have to search for a long time to find the editing option allowing them to change the delivery and billing address. There is no reference to a help feature either. Also, the design is not ideal: The grey typeface on the black background is not appealing to the eye.

In addition, there is no progress bar and the entered data is not saved anywhe-re. In short, there is a lack of orientation and overview.

Overall, the online retailer needs to step things up a gear, especially because it describes itself as the ‘largest online football shop worldwide’. The conversion rate and turnover could definitely be increased by professionally optimising the site.

3.5 OvEraLL rESuLTSThe study results show that a lot of online retailers take shopping via tablets seriously and have partly optimised their sites accordingly. However, all of the examined shops have room for improvement.

Strong initial phase: Seven of the 15 online retailers have their best results for their homepage. These are optimised for tablets and it is merely the level of optimisation which differs.

The other categories are inconsistent: Only two providers, Decathlon and Amazon, achieved their best results in the category ‘product detail site’. The ‘shopping cart’ has similar results, as only SportScheck and Intersport have their best results in this category. All the other retailers have the best results in the ‘check-out’ category.

This shows that online retailers have largely focused on the optimisation of the homepage and neglected other areas such as product detail site, shopping cart and check-out. But for a successful sale all categories have to be taken into account in order to operate as a single team.

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Final Score

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4. TraININg TIPS SportScheck know what they are doing: The site‘s optimisation for tablets can be very usefu because easy usability determines the likelihood of making a purchase.

Two different types of website optimisation were analysed in the test:

1. Responsive Web Design (RWD)2. Mobile Web Design

In Responsive Web Design the same content is presented and adapted to the display size of all different devices. A template is sufficient to show the same content. The development cost is not expensive and definitely pays off. Quali-ty control, content adaption or continuous maintenance only need to be done for one format, with conversion optimisation adjustments carried-out indivi-dually, according to display resolution. Due to RWD’s universal functionality it is currently the most common solution in multi-channel marketing.

When utilising Mobile Web Design there is not just one version of the web-site but several device-specific versions. The cost is relatively high because different, customised device-versions of the website need to be developed in addition to the desktop website. With the increasing diversity of devices there is a continuous need for updates and adaptation.

A cost-benefit equation needs to be conducted: For small and manageable sites the extra cost of a separate mobile version of the website may pay off. But for bigger and substantial businesses the added value is often not as extensive as the implementation and maintenance costs.

However, optimising sites to be device-specific does deliver a better user ex-perience for the customer when compared with just the desktop version, con-sequently an increase in customer acceptance and turnover can be generated.

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5. CONCLuSIONThe QUISMA study results show that online retailers have already adapted quite well to tablets but there is a clear potential for optimisation. A targeted improvement can deliver added value for the shops and the customers alike.

The future success of online retailers rests on the device-specific websi-te display. Especially in the competitive online retail market, the slightest advantage can be crucial to beat competitors. It is extremely important that users feel comfortable when they are navigating around the website, irrespec-tive of the device, in order to transform from a visitor to a buyer.

However, use of technology alone does not determine success. A target-group-specific approach tailored towards the individual requirements of the customers is also important. Extensive tests evaluate the demands and requirements directed at the shop by potential customers. Desktop, smart-phone and tablet formats should be looked at individually. When it becomes clear which website structure delivers the highest conversion rate, the retailer should implement such changes and continue to explore ways to improve the site to keep up-to-date with consumer trends. This includes regular tests to keep the site at a consistently high standard and to leverage the existing traffic for the best possible results.

QUISMA offers a full service analysis for online retailers that do not feel that tests are feasible due to low conversion rates. This full service analysis was de-signed specifically to be based on online retailers’ requirements and includes the evaluation of web analytics data, virtual eye-tracking, an expert review as well as market and competitor analysis. Using these findings, QUISMA’s conversion experts then develop practical recommendations with regard to graphic design, presentation of information, site structure and user guidance.

The FIFA World Cup 2014 slogan is: “All in one rhythm” or “Juntos num só ritmo” and the same applies to successful online retailers.

Do you have any further questions regarding the results? Please feel free to contact Ellie Edwards-Scott via +44 207 158 4501 or send an Email to ellie.edwards-scott@quisma.com

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6. LIST OF rEFErENCES

1) Adobe. (2012). Adobe Digital Index Report - How tablets are catalyzing brand website engagement. San Jose, CA.

2) Internet World. (31. 10 2013). Accessed on 18 February 2014 on: http://www.internetworld.de/Nachrichten/Mobile/Zahlen-Studien/Tablet-Markt-waechst-weiter-Marktanteil-von-Apples-iPad-sinkt-80951.html

3) Kretzschmar, A. (22. 11 2013). Nr Appfactory Blog. Accessed on 19 February 2014 on:http://de.nr-apps.com/blog/2013/11/22/online-shopping-6-grunde-war-um-kunden-ihren-einkauf-abbrechen/

4) Polz, J. (22. Januar 2014). Reuters. Accessed on 21 February 2014 on: http://www.reuters.com/article/2014/01/22/us-olympics-sportswear-idUS-BREA0L12620140122

5) Tag Man. (14. 03 2012). Just One Second Delay In Page-Load Can Cause 7% Loss In Customer Conversions. Accessed on 26 February 2014 on: http://www.tagman.com/mdp-blog/2012/03/just-one-second-delay-in-pa-ge-load-can-cause-7-loss-in-customer-conversions/

TOMORROW FOCUS Media. (2014). Mobile Effects 2014-I. München: TOMORROW FOCUS Media.

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