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Jul 13, 2018

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Top online retailers struggle to balance rich features with web performance

Adidas received high scores for its mobile navigation and for having subtle pop-ups that didn’t impede the overall shopping experience, says Bob Buffone , chief technology officer at web performance firm Yottaa , which sponsored the report. Like Adidas, Ulta Beauty has a mobile site with a number of features that were similar to the desktop site that aim to provide shoppers with a consistent feel on both sites, Buffone says. Adidas also is one of only three retailers that RSR examined using a  progressive web app , or PWA, which is a form of mobile web design that has app-like features—such as swipeable carousel images—and is typically fast loading. Overall, retailers are committed to making their sites beautiful, intuitive and shoppable, especially on mobile devices, RSR writes. For example both athletic wear retailer Lululemon Athletica Inc. (No. 90) and brand manufacturer Tommy Hilfiger had video content on their mobile homepage hero images, and Crate and Barrel (owned by Otto Group, No. 80) and Kay Jewelers (owned by Signet Jewelers, No. 102) have mobile sites with more intuitive navigation than their desktop site, according to the report.

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