QVC Tops Mobile Mystery Shopping Index

Members of the e-tailing group team explored 50 retailers’ mobile sites, going through the checkout process up to the point of order submission. The company evaluated the on-site user experience on 174 metrics, looking at six top tasks consumers are likely to perform — connect to a store, visit mobile homepage and category page, search for a product, research a product, buy a product, and seek customer service. The websites were scored on a 100-point scale based on an assessment of metrics on five key pages (homepage, category page, search results page, product page, shopping cart page), presence and execution of vital merchandising tactics, and accessible customer service. Here's a sampling of the results: