Racing Green has made sufficient progress online to now operate the UK’s best performing fashion website in Q1, according to the latest quarterly testing of the online operations of the country’s leading clothing retailers undertaken by specialist Sitemorse.
It has dislodged Vivi from the top spot with a score of 7.08 out of 10 compared with 6.46 in Q1. This places it just ahead of Vivi that scored 7.04. However, the big improver this quarter is Aquascutum that climbs into third spot with a score of 6.66 versus a much less impressive 4.02 last time.
|Hawes and Curtis||5.20|
|Burberry Group plc||5.00|
|Turnbull & Asser||4.20|
|Long Tall Sally||3.84|
|JoJo Maman Bébé||3.68|
|M & Co||3.66|
|J.P. Boden & Co.||3.20|
|Levi Strauss (UK)||3.14|
|Gieves & Hawkes||3.12|
|River Island Clothing Co||2.78|
|Edinburgh Woollen Mill (The)||2.76|
|Sports Direct International||2.58|
|Mamas & Papas||2.40|
|Lands End Direct||2.40|
|Austin Reed Group||2.40|
|Gray & Osbourn||2.34|
|Viva La Diva||2.34|
|M and M Direct||1.98|
|JD Sports (The John David Group)||1.62|
Also climbing in among the top 20 best performers this quarter is: Samuel Windsor with a score of 5.38 compared with 3.42 in Q1; Hawes & Curtis achieved 5.20 versus 3.48; and Thomas Pink improving on its 3.22 last time with 4.02.
The sites tested comprise both transactional and non-transactional and the testing involves using automated software that,in page-by-page reads the first 125 pages of each retailer’s sites to generate a ranked table based on checks to Quality, User Experience, Accessibility, Performance and SEO capability of each of the websites.
The top 20 also features big names such as H&M, in eighth spot, Burberry in 10th, French Connection in 13th position despite its recent profits warning, and Moss Bros in 15th place, out of the 108 brands tested in Q2.
In contrast to these star performers are the operators at the bottom end of the table that includes many high profile names including Topman, Evans, Wallis, Bonmarche, and online-only brand Very.
But the biggest name languishing with a poor score is Prada, in 100th spot, that managed only 1.88 (marginally better than the 1.36 it achieved last time. Maybe this indicates the lack of commitment to the online channel by this renowned brand.
Its slight improvement at least takes it off the bottom spot in the table this quarter, which has instead been taken by MyVintage.co.uk that was the biggest faller in Q2 as its score slipped from 5.72 to a poor 1.36. This has seen it fall from an impressive seventh spot in Q1.
Other big fallers in Q2 include Hobbs, which drops from the top 20 into 66th spot, Slater Menswear declines dramatically from 11th to 89th spot, and Coast drops from 40th to 71st place.
In the shoes and accessories sector that Sitemorse also tested in Q2 Jane Shilton held on to the top spot with a score of 6.92 – a little behind the 7.18 it managed to achieve in Q1 – with Courtesy Shoes (trading as Wynsors World of Shoes) climbing into second spot having moved up three places. Making up the top 5 are Jones Bootmaker in third spot, Anya Hindmarsh, and the ever-consistent Schuh.
In contrast, at the bottom end of the table are: Claire’s Accessories, which retains its plumb-last position with a score of only 1.88 (a decline on its 2.14 from Q1); Barratts is one position off the bottom; and Shoe Tailor is just above it.
Sitemorse has been advising its clients on how to improve their web presence for more than a dozen years now, and its technical team have fine-tuned the Sitemorse software engine so that it is capable of doing far more than just help find problems.
Hundreds of clients across major corporates, local and national government, utilities, financials and the health sector rely on Sitemorse to help them improve the performance, compliance and quality of their online assets, web, mobile and social.
The company offers true digital insight to many large and small organisations in public and private sectors, as well as publishing regular unique INDEX benchmarks spotlighting the true online leaders in a number of sectors, from London-listed blue chips to universities, central government to consumer finance providers.