Apple at the bottom of barrel for mobile websites
You wouldn't typically find Apple's name popping up in a conversation with Zales or Burlington Coat Factory, but when it comes to mobile websites, those entities share something in common: Their m-sites leave something to be desired, according to a study of 100 leading retailers' mobile sites by The Search Agency.
As Direct Marketing News reported, the study ranked Apple dead last with a score of 0.68 out of a possible 5.0 for user experience. The outdoor clothing and equipment retailer REI ranked No. 1 at 4.74, followed by Toys "R" Us, CVS and Menards.
Many of the bottom finishers had slow load times — a crucial factor for user satisfaction — and many also received poor marks for site format, the second most important factor.
Apple was the only device manufacturer on the list. The Search Agency's Grant Simmons noted that the tech giant makes an effort to direct people to its app instead of its website on mobile devices, and said the app does offer a good user experience. But the Apple mobile app also scored a zero because it is solely transactional, he told Direct Marketing News.
Home Depot (No. 15) drew praise for transferring a lot of complex information to its mobile site, and Simmons said Ace Hardware's presence at No. 10 shows what can happen when franchisees exert pressure on a franchised brand.
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