Simple Usablity recently reviewed the UX from 4 leading e-commerce sites (Currys, Argos, Appliances Online and Appliances Direct), to find out how they are focusing on the customer experience. The companies were assessed across 120 touchpoints along the customer journey from homepage to checkout, and 30 touchpoints to rate their mobile experience.
Retailers were assessed on this and other criteria including social proof, salience and gamification. Appliances Online ranked the highest on 'Emotion', Currys on 'Salience' (how they influence what visitors pay attention to and how they interpret the meaningfulness of the information) and Argos on 'Social Proof' (customer reviews and ratings).
All three retailers, except Appliances Online were evaluated across 30 touchpoints for their mobile customer journey. Curry's ranked the highest, for a seamless experience through their responsive design, a simple homepage and one area for improvement was for more interaction with their product pages. Argos seemed to have grasped product interactiion via 'pinch and swipe'.
Comparison of sites:
Appliances Online review:
Appliances Direct review:
Curry's Review:
Review of Argos's site:
More details are available in the download in the full Appliance Retailer Online Experience Index Report.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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