The importance of adapting the online store to tablets and mobile devices

The presence of tablets in homes is increasingly important and their demand continues to grow day by day. The current trend in consumer mode indicates that more and more users are using these devices to make their purchases. This is certified by the Mexico Mobile Database latest data published by Tomorrow Focus Media, which stipulates that the use of tablets has doubled in the last year and is currently bought three times more with these devices than with smartphones.

With these figures on the table, QUISMA has carried out a study to analyze different online stores in order to know if they are well adapted to tablet devices. To do this, and taking advantage of the celebration of the 2014 World Cup in Brazil, they have selected five European countries and three online sports stores from each: Germany (SportScheck, Intersport, Karstadt), United Kingdom (SportsDirect, JD Sports, Pro Direct Soccer), Italy (Cisalfa Sport, Maxisport, Amazon Italia), Spain (Decathlon, D├ęcimas, Sprinter) and the Netherlands (Plutosport, Avantisport, Perrysport).

How was the study carried out? Mexico Mobile Database

A qualitative analysis and an evaluation of the selected European sports stores, as well as their online presence on iPad, was carried out. This device was chosen because the Apple brand continues to lead in the category. Despite reducing its market share significantly (from 52.8% last year to 36% today), iPad, with more than 70 million units sold, continues to be the favorite among tablet users ahead of Samsung Galaxy, with sales of 37.4 million devices (19.1% market share).

To evaluate the different online stores, a scoring model was used, through which elements such as structure, visualization, usability and specific content of each of the four phases into which the purchase process is divided were assessed: home or page start (40%), product page (30%), shopping cart (15%) and order processing or check-out (15%).

The conclusion of the study determines that the main European sports online stores are adapted to the tablet support; however brands need to improve on some issues. The analysis reveals that most of these brands studied have focused on optimizing the home – although there is room for improvement – and have neglected basic elements of the purchase process such as the shopping cart or check-out.

The first impression is what counts; For this reason, it is essential to include attractive aspects on the home page to increase the conversion ratio. There are three fundamental components of a good home page: having an attractive design, a clear presentation and transmitting confidence and security. Just by putting these recommendations into practice, you will have the foundations of a good home page. In any case, it must always be borne in mind that web pages must be optimized for their target.

Another aspect that must be taken into account when designing the website for tablets is the product page. This is as important or more than the home, since it is where the user makes the purchase decision. For this reason, it must be clearly and attractively structured. The factors for creating an optimal product page are simple: clear and schematic structure, include additional information (such as customer reviews) and include a visible call to action button.

And finally the shopping cart. Once the user has decided to make the purchase and wants to place the order, the shopping cart must have an ordered list of the selected products and must have an option to be able to modify the number of products or remove them from the cart. The Brother Cell Phone List elements of an optimal shopping basket are three: clear and schematic presentation of the most important information, clarity when indicating costs and a call to action button that invites the user to start with the order. In general, the shopping baskets of the studied stores are quite similar. The adaptation of the shopping basket to the target of existing, only applies to the design. However, baskets can be optimized by analyzing the specific needs of customers.


The study has shown that the German brand Sportscheck has a site more adapted to tablet devices, closely followed by JD Sports (United Kingdom) and Karstadt Sports (Germany).

By category, the analysis reveals that the brands that have achieved the highest score have been JD Sports (United Kingdom, 94.27%), Perrysport (Netherlands, 91.59%) and Plutosport (Netherlands, 91.49%) .

Regarding the product page, it should be noted the first position of the Spanish brand Decathlon, whose product page is the best among the stores analyzed with 86.49%. Its structure stands out, which contains the essential elements such as a search section, visible shopping cart, contact information, general conditions of sale and privacy policy accessible to the user. Amazon (Italy, 85.46%), Sports Direct (United Kingdom, 84.39%), Karstadt Sports (Germany, 83.67%), Sportscheck (Germany, 83.27%), Intersport (Germany, 82.77%), JD Sports (United Kingdom, 82.71%) and Plutosport (Netherlan

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