John Lewis named most user-friendly e-commerce site

News

John Lewis named most user-friendly e-commerce site

Jenny Williams

John Lewis has been hailed as having the most user-friendly retail website.

A report by user experience consultancy Webcredible rated 20 e-commerce websites, including Top Shop, Tesco Direct, HMV and Boots.

John Lewis scored 91% for usability, an increase of 10% from last year, beating Marks & Spencer and WHSmith.

"It is great that we have been acknowledged for all the hard work we have done around our website's usability," said Jonathon Brown, head of online selling at John Lewis.

"Our ongoing mission is to run a website that offers the same level of service our customers have come to expect when coming into our shops. Winning accolades such as this, combined with the current sales performance of the site, shows that we are on the right path."

Webcredible said low-scoring websites failed to track viewed items to make online shopping easier for users as well as lacking a highly visible 'Proceed to checkout' button. The lowest scoring website belonged to retailer, Monsoon.

"Notable areas of significant improvement in 2010 included transparency when it comes to check-out and delivery charges. With an average score of 4.9 out of 5, most websites tested recognised the importance of providing this information at the beginning of a sale to encourage visitors to make purchases and avoid any drop-offs during the final check out," said Trenton Moss, director of Webcredible.

British shoppers spent £4.4bn online during August this year - an increase of 15% and equivalent to £72 per person in the UK. John Lewis reported a 20% year-on-year increase in sales.

John Lewis relaunched its fashion website last year, aiming to boost online fashion sales by £70m by 2011.


Email Alerts

Register now to receive ComputerWeekly.com IT-related news, guides and more, delivered to your inbox.
By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy
 

COMMENTS powered by Disqus  //  Commenting policy