Supported by IBM
Summary
The content for this report is based upon a dedicated study we undertook in relation to the site navigation metrics we track in the IMRG Capgemini Quarterly Benchmark. While we track data from 200 participants, we used a focussed sample of 30 in this study: a cross-section of the retail space, representing the best and worst performing websites in UK ecommerce.
We reviewed the smartphone sites for each of those participants to see if we could identify common factors that may be influencing a high / low use of site search on smartphone, the results of which are detailed in this report.
This report covers:
- A breakdown of the customer funnel
- The three types of smartphone navigation bars
- Which smartphone navigation bar performs the best
- The reasons customers are drawn to a certain type of smartphone navigation
This report is supported by IBM.
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