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BizReport : Mobile Marketing : March 28, 2012

Apple scores zero in website mobile-optimization test

When new media age put Google's GetMoMeter to the test using the UK's top retail brands, the results revealed that the brand you'd think most-likely to have a mobile-optimized website, doesn't.

by Helen Leggatt

GoMo-UK-desktop-Logo2.pngEarlier this month, Google launched the "GetMo" campaign in the UK. It is designed to help British businesses prepare their websites for the onslaught of mobile commerce.

On the GetMo website, businesses can see how their websites look on a mobile device using the GetMoMeter tool. This is the tool that new media age used to test the UK's top retail websites including Amazon, Wal-Mart and Apple.

The results show that 4 out of the 10 websites were fully optimized for mobile, scoring a maximum 5 out of 5. However, two websites, one of which is Apple, scored zero, the other being SupaPrice.

"Apple's site, the second most popular site, was tested via both the Google GetMo site and separately on an iPhone and on both occassions it failed to display clearly on the mobile screen," writes Ronan Shields of new media age.

The 5 questions asked by the GetMoMeter are:

- Do you see broken images or missing content?
- Can you read the text without zooming or scrolling?
- Can links and buttons be clicked with a thumb?
- Is the shopping cart at the top of the page?
- Is your location and phone number visible?

The retailers scored as follows, with 5/5 being fully optimized for mobile:

Amazon 5/5
Home Retail Group (using Argos as an example) 5/5
Next 5/5
Tesco 5/5
eBay 4/5
Google Shopping 4/5
Rakuten (using as an example) 4/5
Wal-Mart (using Asda as an example) 4/5 0/5
SupaPrice 0/5

Tags: Apple, m-commerce, mobile optimization, mobile-friendly, research, UK, website design

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