Royal Mail offers free online retail analysis tool

New tool offers advice on web site navigation, buying process, delivery options and the post-purchase experience

Royal Mail has developed a new tool for online retailers

Royal Mail has developed a free web site analysis tool to enable online retailers to improve their customers’ buying experience and reduce shopping cart abandonment.

The self-serve Delivery Promise Tool offers free analysis of any online retail web site from a shopper’s point of view and takes just 15 minutes to complete.

The service has been developed with e-commerce experts and provides advice on themes such as web site navigation, the buying process, delivery options and information through to the post-purchase experience.

Online retailers using the service will receive a detailed report highlighting any area of the site that is not proving to be as effective as it should, as well as recommendations on how each site can improve its service.

Retro clothing online retailer TruffleShuffle used Royal Mail's Delivery Promise Tool to benchmark its web site.

"The tool confirmed that we are doing most things well, particularly with our delivery choices and the way they are advertised,” said co-founder Claire Lewis. “It also gave us some useful tips, such as being able to let customers buy without registering first and offering free returns. We are investigating this now."