Brand mobile sites remain ‘slow, confusing and overly-complicated’

Global brands are failing to optimise their mobile potential due to slow page loads and “confusing” sign-up forms, a global study by IPG Mediabrands’ Ansible has found. The MDEX report claimed that users wait an average of 10 seconds for a webpage to load on brand pages, a time it described as “too long” for busy consumers.

Additionally, sites were let down by “overly-complicated” processes such as online registration, sign-ins and account management – according to the research. “It’s a massive lost opportunity when brands aren’t optimising for the most important steps users take to engage with them,” it stated.

Using data from Google Tools and United Kingdom online YouGov surveys, the study ranked brands according to their mobile experience, optimisation, navigation and overall content. Those that performed worst failed to provide a seamless search experience, causing frustration and defection to competitors – claimed the research.

In Singapore, the brands ranked top for mobile experience were LVMH, DBS and Adidas respectively.

Meanwhile, Malaysian brands Sime Darby Property, Tune Protect and Padini claimed the country’s top three spots.

“The purpose of the MDEX is not to show winners and losers, or to focus on absolute rankings,” said Ansible global chief executive Travis Johnson. “It is designed to show areas of strength and potential improvement, enabling you to measure your brand’s performance within its industry category and beyond.”


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