Keynote Systems study ranks Amazon.com tops in customer experience
Amazon.com, Barnes & Noble and Circuit City web sites rank at the top of a new Keynote Systems Inc. study on which online retailers provide the best online shopping experience, achieving the highest aggregate scores across more than 200 measures tracked by Keynote for the study.
2,000 users agreed to have their online use of the sites monitored for the study, which tracked their experience qualitatively and quantitatively across a total of 250 metrics ranging from the subjective evaluation of their satisfaction with a site to the speed with which they were able to complete specific tasks on the site. The metrics covered such areas as brand impact, future usage, customer satisfaction and customer loyalty. A total of 20 retail sites were included in the study.
In general, as a category specialty apparel retailers provided the best online customer experience of all retail categories, based on sites’ strong visual appeal, product content and depth of site functionality, according to Keynote’s findings. Office supply retailers were the most closely competitive category, with the metrics defining the customer experience showing Staples and Office Depot matched head to head. By contrast, in the electronics category there was a large gap between leader Circuit City and any competing site. Consumers in the study gave Circuit City high marks for better organization on the site, better search capabilities and better customer support.
“It’s critical for retailers to look at their competition and learn from the leaders,” says Bonny Brown, director of research and public services at Keynote. “Consumers have become very savvy about shopping online. They know what they want and they reward sites that provide it with increased business.”
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