Marks & Spencer and WHSmith have the most user-friendly
websites among high street retailers, according to the latest
annual study by web consultancy Webcredible.
Relaunched Woolworths, which is now an online-only store, also
did well in the study, and Boots saw the biggest jump in its
ranking.
Retailers have invested in improving their websites as online
sale increase. The average usability of the studied websites was
73.3% compared to 67.8% last year.
Webcredible gives marks out of five for 20 different variables
on each website that make them easier to use. These include how
visible product categories are, whether prices are properly
displayed and the linking to the shopping basket and checkout.
Trenton Moss, director at Webcredible, said there has been
increasing focus on the user experience of websites by high street
retailers. "This is no doubt largely down to online shopping
revenues continuing to increase despite the recession, making
retailers realise that the user experience of their websites is a
key point of differentiation in such a competitive
marketplace."
John Lewis, which had the third most usable website, made £327m
worth of online sales, overtaking sales at the company's flagship
branch in London's Oxford Street. Online sales accounted for 13% of
total sales last year and increased by 22% compared with 2007.
M&S, which relaunched its website last week, jumped from
ninth to equal first with WHSmith which retained its top spot.
Trenton Moss said that since
launching as an online only retailer Woolworths has put the
user experience at the forefront of its proposition. He added that
this is what all retailers must do.
Woolworths moved from 14th position to equal fourth with a score
of 80%.
Online High Street 2009 website usability ratings
1. WHSmith 83% (last year
1)
1. Marks & Spencer 83%
(last year 8)
3. John Lewis 81% (last
year 3)
4. Woolworths 80%
(last year 14)
4. Boots 80% (last year
17)
6. H Samuel 76% (last year
6)
6. B&Q 76% (last year
7)
8. Early Learning Centre 75%
(last year 2)
8. HMV 75% (last year 3)
8. Waterstones75%
(last year 2)
11. Game 74% (last year
11)
11. Mothercare 74% (last
year 17)
13. Argos 73% (last year
11)
14. Hamleys 72% (last year
3)
15. Currys 70% (last year
9)
16. The Body Shop 69%
(last year 14)
17. Next 68% (last year
14)
18. Debenhams 67% (last
year 11)
19. Accessorize 59%
(last year 19)
20. Top Shop 56% (last
year 20)