Apple mobile website access criticism ‘flawed’
Research that criticised the accessibility of Apple’s website for mobile users is flawed as it is based on ‘inadequate’ metrics, a customer experience agency has said.
Apple was criticised in a report in New Media Age last week for not having a mobile optimised website – an issue that could particularly affect visitors looking to make purchases from the company while using mobile devices, the article claimed.
Using Google’s GetMoMeter, NMA’s research looked at five key areas of several websites belonging to companies selling goods online. GetGoMeter is a tool designed by Google to give businesses a set of best practice guidelines governing mobile access to websites in order to help them attract and retain visitors using mobile devices.
Key areas of concern in the NMA’s research were broken images and missing content when the site is accessed on a mobile device, as well as whether text can be read without scrolling or zooming. Other areas the GetGoMeter examines are whether links and buttons can easily be clicked with a thumb, whether the shopping cart is at the top of the page and whether your location and phone number are visible on the page.
Moss did concede, though, that the experience for mobile users visiting Apple’s website wasn’t perfected, and pointed to his own company’s Multichannel Retail Customer Experience Report as proof.
“Our multichannel retail report didn’t give Apple full marks, and there are clearly many improvements that Apple can make in terms of usability and user experience guidelines, however the highly optimised and successful app meant we didn’t score it down on the lack of mobile optimised website,” Moss said.
“We would argue that it is more the cleverness and innovation of the design, in line with human behaviours and needs that is more important. So for a retail mobile site it is more about appropriate to investigate functionality like interacting with customers whilst in store and store search interactions in relation to your location.”
However, the App Store app, which was updated just over a week ago, isn’t immune from criticism – several users have posted comments in the Customer Reviews section complaining about the fact that it is simply a universal iOS app and doesn’t have a dedicated iPad version.