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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:

It’s worth noting the companies in the top 30, who may score highly with the design of the site itself, but have no social media links whatsoever. Menards, West Elm, Gymboree and OfficeMax are companies in the top 10 who score zero for driving traffic to social channels.

It’s also surprising how many companies in the top 30 lack a click-to-call button. Barnes and Noble and JC Penney are the most high-profile companies lacking this vital feature. Here are five good and bad examples of click-to-call buttons used in ecommerce.

More than half the brands in the top 30 have no evidence of an app on their site. According to a report earlier this year, 85% of consumers favour apps over mobile websites, so this is a major oversight.

And what’s more interesting than the top 30 of any list of 100 things? The bottom 20 of course…

That’s an awful lot of major brands languishing down there. H&M, Abercrombie & Fitch, Tiffany & Co. Then right at the very bottom is… Apple.

Apple’s site, according to The Search Agency, has a long load time, neither responsive nor adaptive design, no social media links, no app presence and no click-to-call.

For more guidance on improving your own ecommerce site's mobile presence, check out our Multichannel Retail Survey and download our Mobile Sophistication and Strategy Report. You can also see the full The Search Agency’s Mobile Experience Scorecard here.

Christopher Ratcliff

Published 14 November, 2013 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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