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BizReport : Internet : February 21, 2012


Website navigation - every detail counts

When a website usability firm put a group of UK general retailers' websites to the test they found the live customer navigation experience lacking.

by Helen Leggatt

In their latest e-Performance Observatory General Retail Online study, website usability specialists Yuseo discovered that many consumers find website navigation on retail sites to be less than satisfactory.

More than 1,400 online consumers were asked to evaluate their navigation experience across eight of the UK's biggest general retailers who trade online. Overall the report returned a navigation experience score of 51% and a user satisfaction rating of six out of ten.

Clearly, these retailers need to focus as much on the navigation of their websites as they do their bricks-and-mortar stores.

In terms of user satisfaction the reviewers weren't raving. Most (45%) were neutral about the overall experience while 32% were positive and 23% negative.

"A retailer's go-to-market proposition may be very different from the competition but navigation glitches, poor site usability, bad imagery and deficient product descriptions will turn a customer off before they even start to worry about your delivery proposition," said Andrew McClelland, chief operating officer of IMRG.

The eight retailers tested were Amazon.co.uk, Argos, Debenhams, House of Fraser, John Lewis, Littlewoods, M&S and Tesco Direct.






Tags: general retail, survey, UK, website navigation, website optimization, website usability








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