Brands are clearly open for mobile business: 94 of the 100 brands in L2’s Mobile report have made an effort to adapt their site content for mobile. However, L2’s analysis uncovers numerous gaps between feature availability and execution.

While most brands have incorporated baseline features into their mobile sites, such as store locators, keyword search bars, and account login, few have maximized their value with consistent execution. For example, 98% of brands in the study have a navigation header on their mobile sites, but only 58% anchor that header. Similarly, 83% include a search bar in the menu, but just 66% auto-complete queries. And only 26% of the 54 sites hosting video content optimize these videos for mobile.

Mobile elements

Moreover, few brands are designing features specifically for mobile. The broad majority of mobile-optimized sites replicate desktop sites, leaving just 12% with a unique mobile UX.

Specialty Retail brand Cole Haan marks one of the few instances of unique functionality. Cole Haan’s store locator also enables users to purchase an Uber ride to the nearest store. Only two other brands in the study, Kiehl’s and Bloomingdale’s, offer this feature.

Cole Haan

After selecting a store, users can click the Get a Ride With Uber link, which automatically opens the Uber app if the user has already downloaded it. The app autofills the store’s location, and users are presented with a confirmation page displaying the price. With a process that takes just one click, the brand could draw meaningful traffic to stores.

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