German retailer SportCheck offers best iPad experience, but JD Sports isn’t far behind says World Cup Quisma study
SportCheck has been named the best tablet site among European sport retailers, narrowly beating the UK's JD Sport. The study was conducted by Quisma ahead of the World Cup based on the expectation that there will be a surge in consumers heading online to buy sportswear. The German site was praised for its easy-to-use homepage layout and product detail and scored a near-perfect 96 per cent for its efficient shopping cart function. To determine the websites' overall user experience success, four areas were examined on an Apple iPad and weighted differently, including; homepage (weighted 40 per cent); product detail page (weighted 30 per cent); shopping basket (weighted 15 per cent) and checkout (weighted 15 per cent). Overall SportCheck scored 87.41 per cent, while JD Sport came a close second scoring 86.66 per cent. Although JD Sport beat SportCheck for homepage functionality, it failed to impress with its shopping cart and check out process. At the bottom of the ranking, the Italian Maxi Sport, the Spanish Decimas and the British brand Pro Direct Soccer performed poorly in providing secure check-out processes and navigating the consumer around their tablet sites. Ellie Edwards-Scott, Quisma managing director, said: "Device-specific website displays are essential to the future success of online retailers, especially with regard to tablets where consumers are three times more likely to buy, than when using a smartphone. The World Federation of the Sporting Goods Industry (WFSGI) expect a surge in demand for sporting goods as a result of World Cup hype […] so focussing on your tablet experience is essential in the run up to and during the World Cup” Year-on-year total revenue is predicted to grow by four per cent in the run up to and during the World Cup.