Believe it or not, it’s in terms of user experience. The E-tailing Group’s recent customer satisfaction index reveals that only eight out of 100 e-retailers scored an 80 or above on a scale of 100. The average score was 68.44, only slightly better off from the score in 2007, which averaged around 67.9.These 100 retail websites were scored on three broad categories which could be further split into 83 metrics. Execution of key pages (25 points), merchandising (43 points) and customer service tactics (32 points) were the three broad parameters on which user satisfaction was quantified."This customer experience index is a tri-fecta that requires sophisticated key pages, meticulous merchandising, and comprehensive customer service to round out the shopping experience," says Lauren Freedman, president of The E-tailing Group.
While key page execution scores the home page and other product pages in terms of navigation, appeal, branding and so on, merchandising evaluates a website’s search functionality, marketing strategies, and content. Customer service tactics review the availability, diversity, and quality of customer service provided by the e-tailers.
Given below is the list of e-tailers who scored an 80 or above in terms of user experience. Their scores for the previous year are also given along with the percentage increase.
Sears, 88.25, 67.90, 21.48%
Golfsmith, 82.25, 75.50, 8.94%
Frontgate, 80.75, 70.00, 15.36%
L.L. Bean, 80.50, 76.00, 5.92%
Discovery Channel, 80.50, 76.00, 5.92%
Amazon, 80.50, 73.00, 10.27%
Best Buy, 80.50, 68.50, 17.52%
Orvis, 80.00, 75.50, 5.96%
Merchants were also organized by category and analysed for user experience. Mass merchants lead with a score of 78, while Drugstores hit the bottom at 59.56.
Merchant scores for other categories were as follows:
Technology - 75.91
Office Supplies - 72.38
Books/Music/Media - 71.75
Sporting Goods – 70.66
Pets - 70.50
Department Stores - 69.05
Home/Garden - 68.73
Toys/Games - 68.50
Apparel - 67.94
Health & Beauty - 64.75
Accessories/Shoes - 64.22
Gifting - 60.43
1 comments:
I am affraid I have to agree. At my work I does a great deal of SEO. It gives great results, but the customers aren't satisfied, because there conversion rates decreases. They simply don't think user experiece exists like it does in a physical store. It s the internet everthing is a given, but that's just not how the real world works.
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