Masterful Mobile
Masterful Mobile

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Masterful Mobile Web

Discover just some of the ways the world’s top brands are creating smooth, fast and highly-engaging mobile experiences – and how you can do the same.

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Retail
Finance
Travel

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How we use mobile

Most people now use smartphones as part of their everyday lives, and they're expecting better and better experiences all the time.

71%

of users globally now access the internet via a smartphone.

72%

of internet users globally rely on their smartphone as much as, or more than, a desktop or tablet.

28%

of users globally purchase products and services at least as often via a smartphone as via computer.

How we conducted the test

We assessed over 1,000 of the most visited sites across retail, finance and travel, for the following usability areas.

How were sites assessed?

Findability

Following a search, are users taken to the most appropriate page? Does the on-site search help them quickly find the right product or service?

Product pages

Are the main product or service images and details presented clearly and consistently? Are there prominent next steps or calls to action?

Registration and conversion

Are forms easy to complete? Are price breakdowns provided? Is the transaction process simple and safe for users?

Mobile design

Are the site's pages mobile-friendly? Are they well laid out, with clear headings, well-labelled icons, and relevant content? Is branding consistent?

Speed

Is the site's performance optimised for mobile? Do pages load fast enough to not disrupt the overall experience?

Findability

Following a search, are users taken to the most appropriate page? Does the on-site search help them quickly find the right product or service?

Product pages

Are the main product or service images and details presented clearly and consistently? Are there prominent next steps or calls to action?

Registration and conversion

Are forms easy to complete? Are price breakdowns provided? Is the transaction process simple and safe for users?

Mobile design

Are the site's pages mobile-friendly? Are they well laid out, with clear headings, well-labelled icons, and relevant content? Is branding consistent?

Speed

Is the site's performance optimised for mobile? Do pages load fast enough to not disrupt the overall experience?

Top brands

The mobile experience score is the percentage of best practices passed in the four user experience areas, combined with the speed score. The overall score is weighted at 70% for user experience, and 30% for speed.

When were sites assessed?

Select mobile sites in

Europe, Middle East and Africa
Australia
Belgium
China
France
Germany
Hong Kong
Indonesia
Israel
Japan
Malaysia
Netherlands
New Zealand
Philippines
Russia
Scandinavia
Singapore
South Africa
Spain
Thailand
Turkey
UAE and Saudi Arabia
United Kingdom
Vietnam

Retail

83%

Coolblue

78%

coop.dk

78%

Leroy Merlin

78%

bokus

77%

Namshi

Explore Retail

Travel

88%

Booking.com

85%

SAS

84%

Etstur

84%

KAYAK

84%

NS International

Explore Travel

Finance

96%

Bank Norwegian (NO)

89%

Storebrand (NO)

89%

Linea Directa

87%

Credit Agricole

87%

Confused.com

Explore Finance

Learn more about the study

We used local user experience specialists to test the usability areas. To measure speed, the sites were tested remotely using a speed measurement tool.

Find out more