2 April 2008
Which? has provided further confirmation that improving the usability of online shopping sites is the best way for companies to boost consumer satisfaction.
The standards watchdog notes in a new report that specialist retailers are pleasing their customers with factors other than price. A survey by the company found that tailored sales sites are achieving success because of their smooth navigation, easy ordering processes and range.
Sites performing well include the figleaves.com, the most popular clothing website. Specialist independent books resource AbeBooks and etailer Play.com shared top place in the entertainment category. Both companies achieved a customer experience score of 89 per cent.
Which? editor Jess Ross observed:
It appears that you can't put a price on customer service.
She also described the findings as "interesting" due to their specialist nature.
The survey is released after Phil Gates, marketing director of Internet optician Glasses Direct, told the company that the online insurance market's success could be matched by web optometry services
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