Ecommerce solutions benchmark report

Background

Following the launch in 2009 of dotCommerce - the latest ecommerce platform from the dotDigital Group PLC, we set about researching and benchmarking the effectiveness of major UK ecommerce sites. The eye-opening findings of that research are presented here, in Hitting the Checkout.

Who is the report for?

Although this benchmarking study measures the activities of some of the UK’s largest retailers, the information and guidence provided in this report is relevant for businesses of all shapes and sizes who with ecommerce solutions, or who have the potential to make more money from online direct sales, in both B2C and B2B sectors.

The internet widens the goalposts, allowing anyone to sell online with relative ease, and any online retailer and supplier can benefit from the advice and guidance set out in this report.

Notes
dotCommerce recognises that different retailers have varying objectives and requirements for their websites and differing experiences of the best ways to achieve these with their own target audience. This report analyses success factors on a general, best practice basis.

The study represents a snapshot of certain key pages on the websites on 13th May 2009. It is acknowledged that the websites included may have changed since this date.

Methodology

The dotCommerce team analysed the websites of a sample of 20 of the UK’s leading online retailers.*

A sample of five of the top retailers were selected from the following four categories:

Department Store

Argos
Tesco
Marks and Spencer
Asda
John Lewis

Entertainment

Amazon.co.uk
hmv.com
Play.com
LoveFilm.com
Game

Health & Beauty

Boots
lookfantastic .com
Vie at home
The Fragrance Shop
Avon

Electricals

Comet
Currys
Maplin
PC World
Dixons

The retailers were judged on seven key areas of ecommerce and against 24 criteria, based on best practice guidelines drawn up by the dotCommerce team.

Each retailer was awarded a percentage score to indicate the effectiveness of their ecommerce solutions.

The 24 criteria assessed were:

Website Content

‘Added value’ editorial content
Finding important information
User generated content
Customer service contact information

 

Website Design

 

Homepage layout
Page design consistency
Tone and presentation
Design and brand experience

Product Search

Search functionality

Product Page

Page weight
Product images
Merchandising detail

Marketing

Search engine marketing
Sales promotion mechanisms
Data capture
Social networking and viral
marketing options

Checkout and Transaction Funnel

Integrated payment – payment screen is
on the branded domain
Delivery options
Data security and permission capture
Option to remember payment details
Product recommendation and
loyalty scheme

After Sale

Email confirmation
Online order tracking
Post-sale email marketing

*Sample of ecommerce sites drawn from IMRG/Hitwise Hot Shops list February 2009, contributors to the IMRG Capgemini Index (e-retail sales) and winners of the IMRG Annual Online Performance Awards.  None of the companies chosen is a client of the dotDigital Group PLC

Executive Summary and Results

This table presents the overall percentage scores for each of the 20 retailers, with the highest score denoting the most effective ecommerce website*.

Brand                        Total

Marks and Spencer            82
John Lewis                            78
Amazon.co.uk                     73
Boots                                       73
hmv.com                               72
Comet                                     71
Game                                       71
PC World                                71
Dixons                                     69
LoveFilm.com                     68
Look fantastic.com            67
Maplin                                     66
Tesco                                       66
Argos                                       65
Asda                                         65
Play.com                                65
Currys                                     64
Vie at home                          62
The Fragrance Shop          56
Avon                                        54

Whilst none of the retailers we assessed scored less than half marks, the average score was just 68%.

So there is clearly still some work to do on the part of online retailers with ecommerce solutions, to ensure they are taking advantage of the opportunities available to them online.

Marks and Spencer topped the table, followed by John Lewis.

At the bottom of the league table were 3 leading Beauty sector sites – Vie at home, The Fragrance Shop and Avon.

The study reveals that most retailers are following best practice guidelines when it comes to the more traditional aspects of ecommerce.

For example, every website included easy to use FAQs, free-text search with thumbnail images, online order tracking and email order confirmations.

However, many retailers are failing to embrace the aspects of ecommerce that can really add value for customers and help drive customer spend.

Only 45% provided editorial content on their site and only 50% used video to give an extra dimension to the online shopping experience.

User generated content and social media were also largely ignored, with few embracing blogging (15%) or allowing user comments (10%).

Elsewhere, retailers are neglecting additional marketing opportunities that can increase basket value: just 55% offered free delivery options and 40% didn’t include up-sell functionality during the checkout process.

The majority of companies made little effort to forge longer term bonds with online customers.

Only 35% actively publicised a loyalty scheme or asked shoppers to sign up for email marketing at the time of purchase.

Post-sale efforts were also poor with only 40% sending a marketing email within 10 days of delivery of the product and only 4% personalising the email marketing message – essential for maximising engagement and response.

*See Appendix on page 41 for a full breakdown of scores

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