Great Nike edges out competition in UX test of global sports brands

The latest Qubit benchmark looks at the on-site effectiveness and UX of Nike, Adidas, Reebok, Puma, Fila, Asics and Converse. Sites are judged based on more than 80 industry best practice criteria that give an insight into the UX and how easy it is for visitors to make a purchase.

As mentioned, Nike came out on top with a score of 80% closely followed by Adidas with 79%. Reebok came in third with 68%, just two points above the average score of 66%. Reebok scored the top mark in this section with 82%. User-friendly features such as hyperlocal targeting on the homepage, an auto-complete search tool and clear calls-to-action contributed to this website having the highest score for the initial customer experience.

Most of the companies performed well in this section, however Fila lost out with a score of just 33% due to a lack of easily accessible help for ailing customers, and general difficulty of navigation.