A recent report has found that some of the UK’s top online retailers are losing billions of pounds through poor online customer experiences.
Using proprietary diagnostic tools and scoring criteria, Summit Media reviewed performance of the UK’s Top 50 retailers’ websites against four customer centric questions.
These four questions represent the total customer experience across all aspects of the online retail journey. They were:
- eCommerce technology – How easy is it to buy from you?
- Online marketing – How close are you to your customers?
- Trading – How appealing are you to your customers?
- Logistics and services – Do you delight your customers?
This set of activities is known as the online retail value chain and Summit scored each retailer against a total set of 171 weighted criteria. This comparison of 10,602 data points was combined with mystery shopping every retailer to create the league table below.
The report also found the following negative statistics:
- £1bn in abandoned sales due to a lack of a guest checkout
- £1bn in revenue lost due to poor site speeds
- Supermarkets perform better than fashion retailers in social media engagement
- 50% of retailers have seen their Google Rankings decline
- One third of sites do not include product reviews
- Only 6 retailers offer best practice delivery options
More encouragingly however, the report found that 92% of the top 50 retailers now have mobile-friendly e-commerce websites.
To download the report in full go to http://www.summit.co.uk/scorecard/
