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The Forrester Retail Wave™: US Mobile Web, Q4 2017

The Functionality And Usability Gap Widens Among Top Retailers' Mobile Websites

October 26, 2017


Why Read This Report

The mobile web is becoming many retailers' most visited digital channel, yet it converts at an average of just 1% — less than both desktop web and mobile apps. To increase mobile web conversion, retailers can no longer hope for the best with passive solutions such as responsive design. We evaluated the mobile websites of 12 retailers and found a widening gap between the Leaders and laggards. This report lays out which retailers get it right — and wrong — and what digital business executives can learn from them.

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Table of Contents

  • The Home Depot And Wayfair Lead With Rich Features And Usability
  • Many Retailers Crashed On Key Features And Usability Criteria
  • Recommendations

  • Make Easy Fixes Now While Planning For Bigger Improvements
  • How Forrester Can Help

  • Get Objective Recommendations For Your Website
  • Supplemental Material
  • Related Research Documents

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