Website User Friendliness Study -  Online Shopping Category Snapshot 2008
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Website User Friendliness Study - Online Shopping Category Snapshot 2008



To measure how ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

To measure how ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users



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Website User Friendliness Study -  Online Shopping Category Snapshot 2008 Website User Friendliness Study - Online Shopping Category Snapshot 2008 Presentation Transcript

  • Web Connect - Category level Snapshot How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users Online Shopping March 2008
  • Study Overview The first user-response based syndicated research study tracking ‘user friendliness’ of popular websites at the category level on a quarterly basis Rating and ranking of websites using 19 distinct ‘generic’ parameters that measures both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of the website vis-à-vis the key competitive websites in the category Additional ratings and ranking of websites using 12 distinct ‘shopping related’ parameters that measures the ‘transaction’, ‘delivery’ and ‘refund’ friendliness’ of an e-commerce website Eventually measures the overall ‘website user friendliness’ (WUF) Index of the website benchmarked against the key competitive websites in the category
  • Websites Tested • Ebay • Rediff Shopping • Indiatimes Shopping • Futurebzaar • Indiaplaza
  • © User Friendliness Measuring Schema 3. Distinctive in identity (branding) 4. Presentation of content (layout) 10. Ease of locating task info 5. Aesthetics (color, text, graphics) 11. Ease of conducting the task 6. User identification with the site 12. Navigation flow between pages 16. Timeliness of task completion 7. Ease of comprehension 13. Navigational cues and helps 17. Quality of usage experience 1. Browser Compatibility 8. Relevance of content 14. Error recovery 18. Perceived sense of security in usage 2. Download Time 9. Relative quality of content 15. Customer responsiveness 19. Brand preference creation Site is likeable and relevant Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment Design Appeal Ease of Access Ease of Usage Usage Satisfaction Appeal Index Navigability Index Satisfaction Index Accessibility Index User Friendly Experience User Friendly Interface User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX) Website User Friendliness Category Level Website User Friendliness Index (WUF)
  • © Shopping Friendliness Measuring Schema 1. Successful transaction completion 2. Ease of transacting 9. Display/ease of locating refund policy 3. Comprehension of charges and prices 10. Comprehension of refund policy 4. Adequacy of payment options 7. Timeliness of product/service delivery 11. Timeliness of refunds 5. Sense of security while transacting 8. Appropriateness of delivery as per 12. Adequacy of refund amount 6. Promptness of transaction confirmation specification Transacting on the site is easy, Delivery of product/service is Refund process is well understood smooth and secure efficient and adequate and smooth Delivery Experience Transaction Experience Refund Experience Delivery Friendliness Index Transaction Friendliness Index Refund Friendliness Index Shopping Friendliness Index Category Level Shopping User Friendliness Index (SUF)
  • Overall Website User Friendliness* Website WUF Index Relative Index Ebay 10.9 100% Rediff Shopping 9.8 90% Indiatimes Shopping 9.0 83% Futurebazaar 8.3 76% Indiaplaza 8.3 76% * Includes ‘shopping friendliness’ index parameters as well
  • WUF Ratings - Users vs. Non-Users Ratings by Website Users only Ratings by Website Non-Users only Ebay Ebay Rediff Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Futurebazaar Indiatimes Shopping Indiaplaza Futurebazaar
  • Top Websites by the 4 Sub Parameters Rank 1 Website by Rank 1 Website by User Friendliness Users Non-users Sub Parameter (WUF Index) (WUF Index) Ease of Access Ebay Ebay Design Appeal Ebay Ebay Ease of Usage / Navigation Ebay Indiatimes Shopping Usage Satisfaction Ebay Ebay Shopping Friendliness Ebay -
  • Website User Friendliness Perceptual Map Online Shopping .2 Design Appeal Ebay .1 Rediff Shopping Futurebazaar 0.0 Ease of Access Hassle-free Navigation Indiatimes Shopping Attribute Indiaplaza -.1 Usage Satisfaction -.2 -.2 -.1 0.0 .1 .2 .3 .4 Brand
  • Methodology • Online survey conducted using Google search ads (AdSense only) • ‘Live’ ratings of websites by category users – a website’s current users and its potential users (user of competitive websites) • Reporting sample of over 1,000 responses per category - 200 respondents per website for top 5 websites in the category. For each website, half the respondents asked to ‘surf the homepage’ and half to ‘perform/accomplish a relevant task’ on the website • Findings for Online Shopping category representative of 24 million online urban Indians • Data made representative of online Indians across SEC classes, age groups, income groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult India Online study)
  • Respondent Profile – Online Shopping March 2008 Demographic Attributes Respondent Profile (Sample size – 1,208) Male 83% Gender Female 17% Age Distribution Below 13 years Not included in study 13-18 years 9% 19-24 years 41% 25-35 years 35% 36-45 years 11% Above 45 years 4% City Type Up to 1 Lakh 13% (Population Size) 1-5 Lakhs 14% 5-10 Lakhs 27% Above 10 Lakhs 47% City Type Metro 40% (Market Size) Urban uptowns 11% Emerging Towns 9% Others 40%
  • Respondent Profile – Online Shopping March 2008 Respondent Profile Demographic Attributes (Sample size – 1,208) Region-wise Distribution North 24% East 10% South 41% West 25% Socio-economic Classification SEC - A 26% SEC - B 34% SEC - C 23% SEC - D 12% SEC - E 6% Monthly Household Income Up to Rs. 10,000 38% Rs. 10,000 – Rs. 30,000 47% Rs. 30,000 – Rs. 50,000 8% Above Rs. 50,000 7% Most Expensive Vehicle in the HH 4-wheeler 24% 2-wheeler 51% Bi-cycle / others 11% Don't own any vehicle 14%
  • Category Level User Friendliness Report 1. Overall WUF ratings# of the top 5 websites in the category by current category users and non- users (minimum 100 live test responses per website reported) 2. Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the ‘usage experience’ (UZEX) 3. Rating of each reported website on the 4 key website user-friendliness attributes (and the 16 individual parameters within these 4 attributes): • Accessibility (browser compatibility, download speed) • Appeal (distinctive looks, organized layout, aesthetics, user identification, distinctive content, content relevance, ease of comprehension) • Navigability (ease of locating info, ease of conducting task, navigational cues, error recovery, contactability/responsiveness) • Usage Satisfaction (task completion, adequacy of solution) 4. Overall rankings also reported by key consumer segments** 5. Relative rankings of the 19 attributes as considered important by users in choosing between websites in the category # all category level ratings are provided by respondents on a 5 point qualitative scale ** depending on the sufficiency of sample size of relevant respondents
  • JuxtConsult Website User Friendliness Study Pricing of Reports Report One Time Report* Annual Subscription* (1 quarter report) (4 quarterly reports) Nos. Amount (Rs.) Nos. Amount (Rs.) Category Level User Friendliness Report 1 150,000 4 450,000 per category per category • Payment Terms : One time Reports - 100% advance : Annual Subscription - 50% advance, 50% before 3rd report • Delivery Timeline : First Report – By first week March 2008 : Quarterly Reports – By 15th of the month after quarter ends • Report Delivery Format : PDF * 12.36% service tax extra
  • Contact Details • Address : 3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030 • Telephone : +91-11-29535098, +91-9811256502 • Contact Person : Sanjay Tiwari • Email : • Website :
  • Thank You!