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eDigitalResearch has been undertaking „end to end‟ eMysteryShopper surveys on the top UK Internet retail sites since Christmas 2000
With our in-depth research we can benchmark and plot the development of retail websites over the last ten years
As a result we have an unprecedented level of knowledge, expertise and research data covering the development of some of the top UK internet retail sites
eMysteryShopper provides in-depth and structured study of website usability, functionality, supporting logistics and customer service through our unique panel of profiled UK Internet users. Working under strict Non Disclosure Agreements these profiled individuals are paid to complete „end to end‟ surveys on selected websites
We currently work with over 10,000 profiled UK eMysteryShoppers(surveyors) carrying out end to end usability studies on over 60 sites at any one time.
We believe that the „usability‟ of any live and currently functioning web site should be based on the opinions of as many profiled users as possible. Respondents should also be using their own equipment and internet connections mirroring as closely as possible the clients‟ own mix of user. This is opposed to deploying one-to-one interviews in „laboratory‟ conditions
This „end to end‟ usability technique provided by eMysteryShopper has the following advantages:-
Provides both qualitative and quantitative data that allows both pre and post site change analysis
Allows for quantitative benchmarking versus main competitors
Allows benchmarking versus „best in breed‟ in other areas of the internet
Allows users to complete feedback using their own familiar equipment
Users complete surveys when they want ; across all times of the day and week with little interference or influence from facilitators or fellow focus group members
Enables the surveyor to give feedback on the actual product delivery and associated customer service support
This latest eRetail Benchmark study points to the following sites as leading the industry either across all or within specific customer touchpoints.
JD Sports
Placed 1st across all customer touchpoints. A consistently strong performance for both front end (online) and back end (delivery/customer contact) systems. Particularly strong on Product detail pages, checkout process and customer contact. It is this combined performance of an effective and engaging website combined with strong offline back end system to support customer contact
M&S
Another good all round performance across all sections, with very high scores on site search (keyword).
John Lewis
Consistently in the top quartile across all sections moving to the top 10 when customer contact was made.
Amazon
Whilst scoring lower on some areas, Amazon achieved high ratings on navigation, despite the extensive online range, boosted by the ability to pre filter a keyword search by department and easy to use filtering options. Once registered Amazon provided our surveyors with a smooth and quick checkout process and email support.
Asos
Would have been placed in the top 5 were it not for the inability for customers to telephone. Although asos has an industry leading response time (1 hour) on email queries, this mono-channel customer contact proposition does not appeal to all customers, who marked asos down for not being able to telephone an advisor.
The latest eRetail Benchmark results highlight key areas of strength and weakness throughout the customer journey.
Across the sector, retail websites achieve their highest ratings for search and navigation, driven by effective site search (keyword) tools, clear navigation (Left hand and top tabs) and subsequent filtering/refining of results.
Top performers were M&S and HMV for site search and New Look and Figleaves for navigation. However, although overall this area performed well, there was still some variability across the websites surveyed, particularly for site (keyword) search. Key causes of frustration for our surveyors were irrelevant results returned from site search and the inability to filter/refine results returned or the filter options being different to what was needed.
The key underperforming area was email customer contact which was primarily driven by the speed of response, with an average of 29% of emails responded to within 12 hours.
There was also a very high degree of variability in the customer experience with some outstanding service but also examples of poor service. Our research indicates customer expectations are for a response to an email query (which actually addresses the query) within 12-24 hours.Moreover, the industry is moving fast with asos now promising a response within 1 business hour to all email queries – this will only serve to increase customer expectations and force the industry to address their strategies for this customer touchpoint.
Another area of mixed performance was for the product detail pages, which are the primary source of a customers purchasing decision. Industry leading sites were Figleaves, JD Sports and asos, who provide all the customer information required to make a purchase decision.
These sites delivered well on the basics of clear pricing and product benefits, but also provided alternative product images and relevant product recommendations. Asos now have a „view catwalk‟ video on the majority of their products giving the customer an alternative way of viewing the product on a real model.
Excellent - Exceeds expectations - at least as good as the best sites - Special features that have surprised and delighted. 90%+ compares to top ecommerce sites.
Average – Just on par with other internet sites - Elements are okay - A reasonable experience but nothing special . Below 85% may also need attention.
Requires attention – mostly understood but not on par with the best – should be investigated and has issues that require review.
Poor - Not available or not useful and difficult to follow. Difficult to use. Slow and contains mistakes. Will be adversely affecting user experience.
Very Poor - Did not work or has serious errors. Requires urgent attention if available.
Scoring :
The percentage score is calculated by taking the score given by surveyors for each question and dividing by the total possible amount for each question.
Excellent Average RequiresAttention
Poor Very Poor
Benchmarking 4 3 2 1 0
Banding Score (approx)
90% or more 80%-89.9% 70%-79.9% 50%-69.9% Less than 50%
Best and worst practice across the customer journey
*NB: No email contact available for Play, BHS and Asda Direct. No telephone contact available for asos. No keyword search for „onestop‟phoneshop These websites were given a score of zero.
The high score has been mainly driven by good online performance (best in class product pages) as well as excellence for offline aspects - delivery and customer services.
“The item pages were perfect. You were offered several photos of the item, as well as a good description. The ability to zoom in on the photos meant you could see the photos in greater detail”
Full list of available delivery methods and charges
Clearly displayed security logos and payment methods
“The shopping basket was excellent - I liked that there are pictures in there of the products and that you can select your delivery type and it tells you the cost and the length of time it
will take” – New Look
“The shopping basket clearly shows the items in the basket - description and photo” – New
All content and information is transparent, allowing for
smooth transaction
“An absolutely faultless and completely easy to follow ordering process. Everything is well detailed and simply explained” – Amazon
“The order process is very straightforward, with clear and user-friendly instructions. There was a good choice of delivery options. I received a confirmation immediately, which was well laid out, with clear purchase
information and return policy clearly explained” – Amazon
“I was very impressed with the service. My call was answered by a live operator immediately, who
listened to my query and responded in a friendly, courteous and efficient manner. She answered my query confidently and made me feel that she was
happy to help” - Waitrose“A very polite and helpful advisor answered my call, which assured me that in an event of dissatisfaction I could easily turn to their
telephone service and would not be let down” -Waitrose
Polite and friendly customer service advisors who take an ownership of any raised issue
This latest eRetailBenchmark study points to the following sites as leading the industry either across all or within specific customer touchpoints.
JD Sports
Placed 1st across all customer touchpoints. A consistently strong performance for both front end (online) and back end (delivery/customer contact) systems. Particularly strong on Product detail pages, checkout process and customer contact. It is this combined performance of an effective and engaging website combined with strong offline back end system to support customer contact
M&S
Another good all round performance across all sections, with very high scores on site search (keyword).
John Lewis
Consistently in the top quartile across all sections moving to the top 10 when customer contact was made.
Amazon
Whilst scoring lower on some areas, Amazon achieved high ratings on navigation, despite the extensive online range, boosted by the ability to pre filter a keyword search by department and easy to use filtering options. Once registered Amazon provided our surveyors with a smooth and quick checkout process and email support.
Asos
Would have been placed in the top 5 were it not for the inability for customers to telephone. Although asos has an industry leading response time (1 hour) on email queries, this mono-channel customer contact proposition does not appeal to all customers, who marked asos down for not being able to telephone an advisor.
The latest eRetailBenchmark results highlight key areas of strength and weakness throughout the customer journey.
Across the sector, retail websites achieve their highest ratings for search and navigation, driven by effective site search (keyword) tools, clear navigation (Left hand and top tabs) and subsequent filtering/refining of results.
Top performers were M&S and HMV for site search and New Look and Figleaves for navigation. However, although overall this area performed well, there was still some variability across the websites surveyed, particularly for site (keyword) search. Key causes of frustration for our surveyors were irrelevant results returned from site search and the inability to filter/refine results returned or the filter options being different to what was needed.
The key underperforming area was email customer contact which was primarily driven by the speed of response, with on average on 29% of emails responded to within 12 hours.
There was also a very high degree of variability in the customer experience with some outstanding service but also examples of poor service. Our research indicates customer expectations are for a response to an email query (which actually addresses the query) within 12-24 hours.Moreover, the industry is moving fast with asos now promising a response within 1 business hour to all email queries – this will only serve to increase customer expectations and force the industry to address their strategies for this customer touchpoint.
Another area of mixed performance was for the product detail pages, which are the primary source of a customers purchasing decision. Industry leading sites were Figleaves, JD Sports and asos, who provide all the customer information required to make a purchase decision.
These sites delivered well on the basics of clear pricing and product benefits, but also provided alternative product images and relevant product recommendations. Asos now have a „view catwalk‟ video on the majority of their products giving the customer an alternative way of viewing the product on a real model.