Posts tagged with Carter's

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Carter’s responsive website beats all US multichannel competition

Carter’s has the only website out of 100 major US multichannel retailers to feature responsive design.

The Search Agency’s mobile experience scorecard published this week, highlights 100 ecommerce sites and rates them according to their mobile readiness.

Although over ninety companies operate effective dedicated mobiles sites, Carter’s was the only company to achieve full marks in the site format category because it operates an entirely responsive website.

Responsive web design means that the same website can be deployed for multiple screen sizes, and is the best way for ecommerce sites to increase conversion on mobile devices.

Before reading the The Search Agency's report I didn’t know much about the retailer Carter’s; it’s a USA based manufacturer of children’s clothes, however as this is posited as a leading example of responsive design, there must be some valuable lessons to learn from it.

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Are US multichannel retailers ready for mobile?

The Search Agency has just published its Mobile Experience Scorecard, reporting on 100 different US multichannel retailers and their relative mobile readiness.

The report gives each company’s mobile site a score out of five based on seven different criteria: page load times, site format, store locator, search box, social media presence, app presence and click-to-call. 

The outdoor and sports gear retailer REI came out at the top with a total score of 4.74, losing a mark for site format and app presence. No retailer achieved full marks across the board.

The major finding here is that of the 100 companies, only one has a dedicated responsive website. The children’s clothes retailer Carter’s.

Responsive design is a key way to increase conversion rates, however 91 of the other companies researched do operate a dedicated mobile site.

It should be noted that this independent study uses benchmarks of its own creation, and is influenced by the subjectivity of its own panel of experts. However it still makes for an interesting overview. 

Here’s the top 30 of the 100 companies studied:

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