Logan Tod, one of Europe’s leading online optimisation consultancies, has revealed the results of an in-depth study into the online baskets of 30 leading retailers. The research, which rates each retailer’s overall performance in 12 key categories, spans multiple eTail sectors including entertainment, fashion and consumer technology.
Video games retailer Game tops the list with a score of 67%, with clothing store River Island finishing last due to compulsory downloading of specific flash files!
John Lewis (60%) and Amazon (53%) complete the top three whilst next highest are Apple, ebuyer and Littlewoods, all with 47%. At the other end of the spectrum, market giants such as PC World (20%) O2 (13%) and Ikea (13%) brought up the rear. Overall, the average score across all 30 is an underwhelming 34%.
The evaluation criteria includes examining whether the sites offered such key elements as product images, a list of recently viewed items, availability of products, security logos and ‘continue shopping’ links displayed less prominently than the ‘checkout’ button.
Although the majority of sites have web analytics present, and product images displayed, other basics are still missing in many cases.
For instance, 40% of the websites do not have ‘persistent’ baskets lasting more than just a few hours if at all, while confirmation of availability and handling/delivery costs (rated the most important feature by customers when buying from a site*) are present in only 33% of the sites.
Even ’recently viewed items,’ displayed on other pages such as product listings on many sites, is absent in all but three cases.
“The low scores from these e-commerce leaders are quite surprising, especially when you consider the sums of money involved in setting up and running their websites. Retailers need to be acutely aware of how their baskets are performing and the effect it is having on their online sales," said, chief executive at Logan Tod, Matthew Tod.
“The shopping basket is the start of the checkout process and a key area for retailers to deliver an outstanding customer experience. If I had the choice to change only one thing on any website to optimise success this Christmas, it would be the basket page" says Matthew.
* 71% of those questioned for the annual Logan Tod Online Shopping Index
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