Figleaves comes top of e-commerce performance study
The Christmas period proved to be a great period for a number of businesses, with website accessibility and usability playing a huge part in this popularity
Figleaves tops website usability survey over Christmas
Tuesday, 08 February 2011 by Catherine Ferguson
Lingerie retailer Figleaves has been rated the top performing e-commerce site in a study covering the Christmas shopping season, particularly due to its popular customer service.
According to the latest eRetail Benchmark Study from eDigitalResearch, it was confirmed that while marks were relatively high for website usability across the sample of 51 companies that formed the survey, customer service was the only differentiator, showing the need for managed emarketing to form a strong conversation with clients.
Across the nine criteria used in the study, Figleaves was the top performer, while Amazon and Boots put in strong ecommerce performances to secure second and third place respectively.
Meanwhile, Ryman’s new website also performed well, grabbing spot number four.
H&M’s new website, however, received the wooden spoon after its poor accessibility and usability secured a score of just 64.8 per cent. “This is no surprise given the numerous user experience issues with the site,” Econsultancy commented.
Problems were compounded somewhat by delivery problems. Toluna, in conjunction with Econsultancy, discovered that no less than a quarter of orders placed by consumers in December were late because of the snow. As a result, just four out of the 51 sites benchmarked scored 100 per cent for on-time deliveries: Tesco, Ocado, Burtons and Boots.
The top performing sites in this category often operated through their own delivery network too, including Tesco, Littlewoods, Asda Grocery and Interflora. Retailers relying on the Royal Mail, however, may have suffered more: Amazon scored 70 per cent, H&M had 40 per cent and Asda Direct fell away with just 30 per cent.
Last week, it was revealed that traditional marketing still continues to provide a better return on investment for retailers than social media. ForeSee Results’ report found that social media interactions form a major spending influence as part of a website promotion strategy for only five per cent of website visitors.
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