Are the UKâs top mobile sites really usable? | DMA

Filter By

Show All

Connect to


Are the UKâs top mobile sites really usable?

Econsultancy put out a great article last week: ‘How Usable are the UK’s Top Mobile Sites’. It referenced stats just released from IMRG and Experian Hitwise showing the ten most popular mobile retail sites in the UK and asking the question – are the most popular mobile sites the most mobile optimized sites?

The results were interesting…

The good:

  • Amazon
  • Debenhams
  • John Lewis

The average:

  • Tesco has useful mobile apps and site but could streamline the checkout process for mobile
  • M&S have been pioneers in mobile but still have work to do around QR and there seems to be issues around having to enter information twice and not being entirely streamlined for mobile purchasing
  • New Look has a good site but some issues identified in the checkout process

The bad:

  • Next has a mobile optimized site but no automatic redirect in place so it’s basically useless because no average consumer thinks to type in a mobile URL
  • Argos has had mobile apps and sites for a while but when browsing on the mobile site it requires you to download the app which is a confusing user experience
  • Asos has a site that is usable but has inconsistent navigation and a lengthy checkout process.

In summary, most of the top sites are doing ok but checkout seems to be a common problem with over-long forms, compulsory registration, and poor usability.

Mobile now accounts for 20% of the UK online retail market and that’s up from less than 1% in 2010. If retailers want to keep up with sales they need to work harder to get mobile optimised on all fronts (discovery, search, purchase) and work harder to optimize the mobile experience.

What do you think? Have you seen any mobile retail sites you’ve been particularly impressed with?

Hear more from the DMA

Please login to comment.


Related Articles

A telemarketing programme involving hundreds of one-to-one conversations with customers and prospects is the perfect opportunity to perform a thorough proof of concept. It enables you to learn quickly and validate your approach in a systematic, transparent way, so you set off on a better track.

Depositphotos_667828676_S (1).jpg

Economic pressures have plagued households for several years, with brands facing the challenge of engaging consumers who are more budget-conscious than ever before. As a result, brand loyalty has sharply declined, with 61% of consumers being less likely to stick with brands in 2023 compared to 41% in 2022.

Cost of Living Exit Strategy Report 20244

Purple Square’s Tim Biddiscombe interviewed marketing data and tech industry veteran Andy Masters about the essential roles of listening, learning and trust in building holistic and effective customer journeys.

Thumbnail Reimagining CX _Andy Masters 600x400.jpg

Generative AI platforms are remarkably easy to use. But we must remember that generative AI cannot read our minds (at least, not yet!). Generative AI is only as effective as the prompts you provide it with and the data fed into it.

Guide to Generative AI_image.jpg