Poor Shopping Basket Usability will hinder Christmas Rush

The latest e-retail benchmarking study from eDigitalResearch has identified customer service and online shopping basket usability as the two key areas where online retailers need to improve in order to capitalise on customer loyalty and online transactions.

The eDigitalResearch tracking study commenced in 1999 and the latest issue was completed in September 2008. The study uses eMysteryShoppers in order to evaluate 38 of the most popular shopping websites in the UK and gain insight into the end-to-end customer experience, as well as understanding what drives customer loyalty and brand advocacy. eMysteryShopper provides in-depth insight into website usability, functionality, supporting logistics and customer service – aiming to provide retailers with actionable customer insights in order to improve brand advocacy and in doing so improve the website return on investment.

Managing the increasing levels of customer service contact (both telephone and email) is creating a challenge for many e-retailers. Although the majority of those surveyed by eDigitalResearch said that they expect a response within 24 hours of sending an email, many businesses are leaving customers frustrated by being unable to provide such a service. It is clearly imperative that this is improved upon; otherwise brand loyalty will be at risk.
The other aspect of e-commerce that the survey identified as cause for customer complaint was poor functionality of the shopping basket process and delivery options. The eRetail study identified Figleaves.com as the overall leader with top league table performance in a number of key performance areas including search functionality, product descriptions shopping basket usability and purchase and delivery fulfilment. Figleaves has repeatedly scored high in the league tables over the last eight years and its fast, user friendly website is complemented by excellent back end fulfilment in terms of delivery and refunds. Waitrose is the overall leader in customer service. The e-retail giant scored the highest for customer telephone contact as well as fast and professional email response.

Michelle Fuller, director, eDigitalResearch, comments, "It is a concern that so many online retailers are overlooking important aspects of their service such as customer communication and shopping basket usability. Both loyalty and customer conversion are affected by poor performance in both these critical areas."

Fuller concludes, "The survey demonstrates that the long term e-commerce winners will be those sites that deliver at every stage of the 'end to end' customer process. Figleaves and Waitrose are both excellent examples."

Associated Link: eDigitalResearch, plus register to receive full report

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