28 Nov 2006
Retailers could lose more than £7bn in online sales this Christmas after new research showed more than 35 per cent failed to achieve basic levels of web site usability.
Confusing search results, poor navigation and complicated checkout procedures were the worst mistakes identified by The Online High Street 2006 survey.
Marks & Spencer topped the web usability index, conducted by Webcredible, while Clinton Cards, Top Shop and Game ranked at the bottom.
Well-known brands such as WH Smith and Next also made it difficult for shoppers to browse, find and pay for goods.
The report evaluated 20 web sites against 20 key usability criteria, awarding each an index rating out of 100. M&S was the only retailer to achieve more than 81, with the Early Learning Centre, Mothercare, John Lewis and HMV also in the top five.
The most critical errors were not providing separate links to the basket and checkout, not providing orientation cues and no highly visible ‘add to basket’ or ‘proceed to checkout’ buttons.
Webcredible director Trenton Moss says research shows as many as 83 per cent of internet users leave a web site because they can not find what they are looking for.
‘Therefore, it’s unlikely that visitors will hang around on a website that makes it difficult to find and buy products,’ he said. ‘We were also shocked to find that only six out of the 20 web sites provide clear links to the most important pages on the website; the basket and checkout.
‘High street retailers spend a lot of time, money and effort on the layout and look of their physical store at Christmas time, but many have ignored the golden rules of providing a great online shopping experience.’
The report also showed that many high street retailers are not using their product pages to effectively cross-sell and showcase other items.
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