Rohan Designs’ improved website performance almost enabled it to stop Racing Green from retaining its top spot in the table of the UK’s best performing fashion websites in Q3, according to the latest quarterly testing of the online operations of the country’s leading clothing retailers undertaken by specialist Sitemorse exclusively for Drapers.
The outdoor clothing and footwear specialist moved up to second place in the table compared with the 21st position it held in Q2 as it scored 6.54 out of 10 versus 4.12 last time. This represents a return to form for Rohan that had held the top spot in Q1.
The sites tested comprise both transactional and non-transactional and the testing involves using automated software that, 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.
Rohan replaced Agent Provocateur in second place after the upmarket lingerie firm slipped five places to seventh spot. Other fallers in the top 10 of the table included Slater Menswear, which declined five places to ninth spot and Samuel Windsor, which slipped three places to 10th spot.
However, there was also much to applaud in Q3 as impressive improvers in the top 10 grouping included Fendi, which moved up 12 places to third spot, and Barbour, which climbed 16 places to eighth spot.
Elsewhere, notable strong performers included: New Look, which climbed 60 places to 42nd spot; Pumpkin Patch, which jumped 54 places to 50th spot; Crew Clothing, which shot up 30 places to 14th spot; and Elvi, up 29 places to 29th spot.
In contrast, the weaker performers in Q3 included: Premier Man, down 54 to 102nd spot; Warehouse, declined 51 to 104th spot; and Moss Bros, slipped 28 to 41st spot. In the bottom bracket this quarter Timberland (UK) was disappointing with a fall of 16 places to bottom spot in the table on 108th spot. A mere two places above it was Peacocks, which moved down 35 places to 106th spot. This marked a poor quarter for Peacocks’ owner Edinburgh Woollen Mill as its website declined 22 places to 82nd spot.
In the Shoes and Accessories category it was an impressive performance from Wynsors World of Shoes, which moved up three places to top the table with a score of 5.88 compared with 5.06 in Q2. It replaced Barker Shoes that fell three places into fourth spot.
Anya Hindmarch held onto second place and managed to improve its score from 5.20 to 5.86, which places it extremely close to Wynsors. It will be interesting to see if there is further improvement in its performance in Q4.
Newcomer in the table this quarter is Shellys London that delivers a very impressive maiden score of 5.78, which places it in third place. This closeness to both Anya Hindmarch and Wynsors suggests this could be another serious contender for topping the table in the all important fourth quarter.
It was a disappointing performance again from Paul Smith, which fell to bottom-placed 21st spot in Q2 and has retained that position this quarter – with the same score of 1.30 out of 10. Just above it is Dune that again does no better than hold 20th spot this time.
|Clothing||Score (out of 10)|
|Mamas & Papas||5.02|
|M & Co||4.94|
|Hawes and Curtis||4.48|
|Gieves & Hawkes||4.02|
|Long Tall Sally||3.90|
|River Island Clothing Co||3.90|
|Levi Strauss (UK)||3.86|
|J.P. Boden & Co.||3.38|
|Burberry Group plc||3.32|
|JoJo Maman Bébé||3.26|
|Turnbull & Asser||3.16|
|Choice Discount Stores||2.86|
|Hein Gericke (UK)||2.70|
|Sports Direct International||2.58|
|M and M Direct||2.34|
|Edinburgh Woollen Mill (The)||2.24|
|Viva La Diva||2.02|
|Lands End Direct||1.72|
|JD Sports (The John David Group)||1.46|
|Shoes & Accessories||Score (out of 10)|
|Wynsors World Of Shoes||5.88|
|Barker Shoes Ltd||5.14|
|Bally Group (UK)||4.68|
|Foot Locker UK||3.16|
|Claires Accessories UK||2.86|
|Hush Puppies UK||2.80|
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.