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UK retailers lag behind US when catering to growing swathes of mobile shoppers

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How times have changed. Just over three quarters (76%) of the top 100 UK retailers have optimized their websites for mobile devices – compared to 100% of top US retailers, with only 25% of the top 20 UK online retailers by revenue having optimized for mobile shoppers. This is a 26% increase on the 50% of UK retailers who had optimized for mobile by March 2013.

So finds research conducted by provider of multi-touch point retail technology Skava. “As mobile traffic continues to grow exponentially and consumers become more comfortable shopping on mobile devices, the onus is on retailers to build best-of-breed mobile websites that provide a seamless user experience from browsing to checkout,” says Arish Ali, Skava CEO.

“Our US clients have seen strong ROI on their mobile investment by drastically increasing conversion rates with a design-driven approach. UK retailers have made ground since last year, with 26 more of the top 100 retailers optimizing for mobile in the last year, but it¹s time for them to follow their US counterparts and make a high preforming mobile optimized website mandatory.”

Research firm Forrester estimates that by 2017, revenue from mobile will account for 6.8% of overall retail sales, equating to €19 billion. To highlight the financial implications of a retailer’s poorly performing mobile website, Skava developed the SkavaOne Calculator. By calculating a retailer’s average order value, amount of traffic and conversion rates from across platforms, the SkavaONE Calculator displays with speed and clarity the serious long-term financial implications for retailers who possess a poorly converting mobile website.

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