The importance of adapting the online store tablets and mobile devices

The presence of tablets in households is increasingly important and demand is growing day by day. The current trend of consumption mode indicates that more and more users use these devices to make purchases. So certify to the latest data published by Tomorrow Focus Media, which stipulates that the use of tablets has doubled in the last year and currently buys three times more with these devices with smartphones.

With these figures on the table, in QUISMA has conducted a study to analyze different online stores in order to know if they are well suited to tablet devices. To this end, and taking advantage of the celebration of World Brazil 2014, five European countries and three sports online stores each were selected: Germany (SportScheck, Intersport, Karstadt), United Kingdom (SportsDirect, JD Sports, Pro Direct Soccer), Italy (Cisalfa Sport, MAXISPORT, Amazon Italy), Spain (Decathlon, tenths, Sprinter) and the Netherlands (Plutosport, Avantisport, Perrysport).

The importance of adapting the online store tablets and mobile devicesHow was the study conducted?

A qualitative analysis and evaluation of selected European sports shops as well as its online presence in iPad was performed. this device because the Apple brand remains a leader in the category was chosen. Despite its market share decreased significantly (from 52.8% last year to 36% now), iPad, with more than 70 million units sold, remains a favorite among tablet users ahead of Samsung Galaxy, with sales of 37.4 million devices (19.1% market share).

home page or: A scoring model, by which elements such as structure, visualization, usability and specific contect of each of the four phases in the buying process is divided were assessed was used to evaluate different online stores, home (40%), product page (30%), shopping cart (15%) and processing order or check-out (15%).

The conclusion of the study determined that the major online stores of European sport are adapted to support tablet; however brands must improve on some issues. The analysis reveals that most of these studied brands have focused on optimizing the home although there is room for improvement and have neglected basic elements of the buying process as basket or check-out.

The first impression is what counts; for that reason, it is essential to include attractive aspects in the home to increase the conversion ratio. There are three basic components of a good homepage: have an attractive design, a clear presentation and convey confidence and security. With only implement these recommendations and the foundations of a good home page or home they will be taken. In any case, always keep in mind that web pages should be optimized for your target.

Another aspect to be taken into account when designing the web for tablets is the product page. This is as important or more than the home, since it is where the user makes the decision to purchase. For this reason it has to be structured in a clear and attractive way. The factors for creating an optimal product page is simple: clear and schematic structure, include additional information (such as customer assessment) and include a call to action button visible.

And finally the shopping cart. Once the user has decided to make the purchase and want to make the order, the shopping cart should have an ordered list of the selected products and must have an option to change the number of products or remove them from the basket. The elements of an optimal shopping cart are three: clear and schematic presentation of the most important information, clearly indicate when costs and a call to action button that invite the user to start with the order.

Winners

The study has shown that the German mark Sportscheck has a site more suited to tablet devices, followed closely by JD Sports (UK) and Karstadt Sports (Germany).

By category, the analysis reveals that the brands that have achieved a higher score were JD Sports (UK, 94.27%), Perrysport (Netherlands, 91.59%) and Plutosport (Netherlands, 91.49%) .

Regarding the product page, it should be noted the first position of the Spanish brand Decathlon, whose main product is the best among the shops analyzed with a 86.49%. It highlights its structure containing the essential elements such as a section search, shopping cart visible, contact information, general sales conditions and privacy policy accessible to the user. They also got a good rating, with values above 80%, Amazon (Italy, 85.46%), Sports Direct (UK, 84.39%), Karstadt Sports (Germany, 83.67%), Sportscheck (Germany, 83.27%), Intersport (Germany, 82.77%), JD Sports (UK, 82.71%) and Plutosport (Netherlands, 81.98%). These stores meet almost all the requirements of a page of optimal product, but still can keep improving.

The shopping cart is German land; Sportscheck is leading this category with 96.67%, followed by Intersport and Karstadt Sports (both Germans, with 90.00% y86,67% respectively).

As a final conclusion must comment that the correct adaptation of an online store to tablet device is critical as a good experience for the customer it increases the chances of generating a purchase. This is, ultimately, the goal of Internet stores.

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