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Customers happier than ever when shopping online

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Retail websites are satisfying customers as never before, according to new research.

eDigitalResearch has found that ecommerce sites are outperforming the rest of the online industry, and their users rate them highly thanks to constant improvements and updates.

In its latest eRetail Benchmark Study it asked a panel mystery shoppers to rate sites on a range of criteria from first impressions to returns and refunds. It found sites did particularly well on their navigation and on keyword search.

Top-rated was Figleaves, which attracted particular praise for its consistent and well thought out online customer journey. “The site provides industry best practice for their shopping basket, offering customers a wealth of information and highlighting similar or matching items, helping to minimise basket abandonment and increase revenues,” said eDigital Research.

Derek Eccleston, research director at eDigitalResearch, said: “As the MEcommerce revolution continues to gain popularity with more and more customers now having the power to shop when, where and how they want, it is important that retailers continue to provide a seamless shopping experience across the customer journey.

This is an exciting time for retailers. More and more consumers are flocking to the internet to shop and browse. Our eRetail Benchmark study shows that in order to capitalise on these new shoppers, retailers need to be continually updating and evolving their sites in line with customer behaviour and shopping trends, an important aspect of any online business”.

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