A nation’s favourite tops the 5 year charts

by Claire Savage on 28 October 2010

Our latest ecommerce report, the 5th in the series shows John Lewis topping the chart and winning our Webcredible Ecommerce Excellence Award due to it’s consistent performance.

The report, clearly shows a mature and well developed sector which is experiencing another surge in growth from mobile and social media channels.

What was surprising was the fact some basic areas for website usability for many retailers still needed to improve. For example, websites fail to track viewed items to help make it easier for visitors to shop online, thereby meaning a loss in potential revenue. In addition to this, most websites lost marks by failing to display a highly visible ‘Proceed to checkout’ button. A new guideline for 2010, this is considered to be an important feature and fairly easy to implement, yet continues to be ignored by seven websites.

The criteria used to evaluate the websites takes into account the complete ecommerce experience, including browsing and navigation, the checkout process, searching and product display pages.

The 20 ecommerce websites received total scores out of 100.

To find out more, view the report.

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