Online retailers risk revenue

According to Webcredible's report, retailers could lose £100million in revenue this Christmas in a struggle to keep up with 40% year on year growth in online sales. Whilst online sales revenue from the Christmas shopping period this year is predicted to top £10 billion, the UK's leading names in retail risk losing substantial revenues due to sliding standards of their online sales channels. Webcredible's annual benchmark study of online customer experience, The Online High Street, demonstrates that 50% of the UK's best known high street names offer a poorer standard of online service to customers than the same period last year. Overall, 55% of the retailers assessed dropped within the rankings compared to 2006 results.

With an average usability score of only 57%, these retailers will doubtlessly be losing site visitors due to mistakes that could easily be avoided. The most significant drops in usability were seen from Marks and Spencer who plummeted from a score last year of 81 out of 100 to just 55 and John Lewis who dropped nine points from 71 to 62.

Basic rules of good usability are often being ignored, leading to increasing frustration amongst consumers trying to find, view and pay for merchandise. Hidden delivery costs, confusing check-out procedures and repeated error pages are contributing towards a poor customer experience online.

Most common problems include little support for customers during checkout when errors occur, poor product descriptions and enlargeable images, delivery costs are not communicated at the start of the checkout process and low visibility of the 'add to basket' button.

Basic customer experience essentials, like good product descriptions, enlargeable images and help options are absolutely key to online sales. When a customer is in a high street shop they can touch a product, view it from all angles and ask a shop assistant for help or additional information. By neglecting these online alternatives retailers are taking a real gamble by frustrating their customers and risking an increase in returns.

 

Photo: Webcredible logo