Among Top 100 Etail Sites Only 9 Pct Using Responsive Design

Despite 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.

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.

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.

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.

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About The Author

Greg Sterling
Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.