Best Practice Report

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

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

October 26th, 2017
BM
Brendan Miller
JW
Jennifer Wise
With contributors:
Sharyn Leaver , Stephen Powers , Gabriella Zoia , Sam Wolken , Peter Harrison

Summary

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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