Among Top 100 Etail Sites Only 9 Pct Using Responsive Design

computer-smartphone-tablet-featuredDespite being a recommended mobile “best practice,” only 9 percent of the top 100 e-retail sites are using responsive design. That’s according to the latest edition of The Search Agency’s Mobile Experience Scorecard.

Previously, the agency evaluated and ranked the mobile sites of the Fortune 100 and top 100 traditional retailers.

In this ranking exercise, The Search Agency considered a range of criteria, including site/page load time, site format, search box, shopping cart, sign in, social media buttons and app presence. Each category offered a potential score of five points. Those were then averaged to determine a total score.

Criteria mobile search agency

The winners of the study were largely female oriented sites in the jewelry, health/beauty and apparel categories. Below are the top 32 mobile e-tail sites and their composite scores.

The top three were Nasty Gal, eBags and Zazzle. Amazon was ranked 15th. In an earlier study (Fortune 100) using somewhat different criteria, Amazon ranked 14th. Groupon, which says that more than 50 percent of its gross revenues come from mobile, came in at 43.

Top mobile e-tail sites

In the ongoing debate over the value of responsive design, it’s interesting to note that only 9 percent (9 sites) out of 100 had deployed it. The majority (59 percent) were using a dedicated mobile site, which also appeared to load considerably faster on average. Remarkably, nearly a third of these 100 e-tailers were still sending people to PC sites.

Search Agency responsive design

It would be very interesting to compare The Search Agency’s rankings with conversion data — if we had access to that — to see whether and how these various scoring criteria played out in actual sales.

Related Entries

Related Topics: Channel: Mobile Marketing | Statistics: Mobile Marketing

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About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • karanvyas

    I really think that responsive design is necessary for each site , and for reducing loading time , using cloudfare can do it… anyway thanks for article .

    http://www.itechcolumn.com/

  • http://www.keshkesh.com/ Takeshi Young

    Responsive design is fine for blogs, but when you start getting to more complex sites such as ecommerce platforms, having a dedicated mobile is often the better approach.

  • Sue Brady

    I agree withTakeshi. Dedicated mobile sites continue to load faster and they seem to display more relevant content. It would be interesting (but way too expensive) to see a side by side test of a responsive website vs a dedicated mobile site.

  • cboulanger

    Takeshi, you are spot on. Responsive quickly gets complicated (and expensive) when you are dealing with anything other than moving around texts and images. Ecommerce sites are typically a collection of multiple applications and technologies. You can’t just apply media queries and assume shoppers will get a good experience.

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