Website User Friendliness Study
Online Shopping



                     Website User
                  Friendliness Study




                  Online Sho...
Website User Friendliness Study




                     © copyright JuxtConsult
Online Shopping
Website User Friendliness Study




                 Table of content
                 Introduction .........................
Online Shopping
Website User Friendliness Study




                 Introduction
                 Internet users rarely bother to complai...
Online Shopping




Methodology
The JuxtConsult ‘Website User Friendliness’ Model
Any comprehensive measure of ‘user-frien...
Website User Friendliness Study



                      per se (to retain its universality), but have been considered sep...
Online Shopping




                                                                                                      ...
Website User Friendliness Study



                 As shown in the schema, the 19 individual ‘generic’ parameters that
  ...
Online Shopping




                                                                                                      ...
Website User Friendliness Study



                 The online survey
                 To test and get the e-commerce webs...
Online Shopping



Table 1: Sample size by websites
Sample Base                   Users     Non-users    Total
Indiaplaza ...
Website User Friendliness Study



                 the ‘live’ basis. For these 12 ‘shopping related’ parameters again use...
Online Shopping




Category Websites
Tested
   Indiaplaza (www.indiaplaza.com)


   Indiatimes Shopping (www.shopping.ind...
Website User Friendliness Study




                 Findings




                                  11
Online Shopping




Website User
Friendliness
Aggregate Scores –
Overall
Table 2: Website user friendliness index (WUF) - ...
Website User Friendliness Study




                 Website User
                 Friendliness Sub
                 Param...
Online Shopping



Table 8: Shopping friendliness index (overall)
Brands                     SUF Index       Relative Inde...
Website User Friendliness Study



                 Table 11: Delivery experience index (overall)
                 Brands ...
Online Shopping




                           Website User
                           Friendliness
                      ...
Website User Friendliness Study




                     Average Ratings on
                     the Individual
          ...
Online Shopping



                                                        Indiatimes      Rediff
Ratings (on a 5 point qu...
Website User Friendliness Study




                 Rating Dispersions by
                 Individual Attributes
        ...
Online Shopping



Chart 3: Presentation of the home page (overall)

  JFM '08
               0%                          ...
Website User Friendliness Study



                 Chart 5: Aesthetics of text (overall)
                   JFM '08
     ...
Online Shopping



Chart 7: User identification with the site (overall)

  JFM '08
                             0%        ...
Website User Friendliness Study



                 Chart 9: Relevance of content (overall)

                    JFM '08
 ...
Online Shopping



Chart 11: Ease of locating task info (overall)

  JFM '08
                             0%              ...
Website User Friendliness Study



                 Chart 13: Navigation flow between pages (overall)

                   ...
Online Shopping



Chart 15: Error recovery (overall)

  JFM '08
                             0%                          ...
Website User Friendliness Study



                 Chart 17: Timeliness of response (overall)

                    JFM '0...
Online Shopping



Chart 19: Timeliness of task completion (overall)

  JFM '08
                                          ...
Website User Friendliness Study



                 Chart 21: Perceived sense of security in usage (overall)

            ...
Online Shopping




                  Relative Importance
                  of the Individual
                  Criteria
 ...
Website User Friendliness Study




                 Website User
                 Friendliness
                 Aggregate...
Online Shopping




Website User
Friendliness Sub
Parameter Scores -
Website Users Only
Table 18: Accessibility index (web...
Website User Friendliness Study



                 Table 21: Shopping friendliness index (website users only)
           ...
Online Shopping



Table 24: Delivery experience index (website users only)
Brands                Delivery Index   Relativ...
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
Website User Friendliness Q1 Online Shopping Report
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Website User Friendliness Q1 Online Shopping Report

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The Website User Friendliness Online Shopping Report studies, interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well as its usability factors. The study helps the online players measure, quantify and benchmark the ‘user friendliness’ and ‘usage satisfaction’ of their website vis-à-vis the key competing websites across six generic portals. The study is done among top five shopping websites .

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Transcript of "Website User Friendliness Q1 Online Shopping Report"

  1. 1. Website User Friendliness Study
  2. 2. Online Shopping Website User Friendliness Study Online Shopping Report Jan-Mar ‘08
  3. 3. Website User Friendliness Study © copyright JuxtConsult
  4. 4. Online Shopping
  5. 5. Website User Friendliness Study Table of content Introduction ................................................................... 1 Methodology .................................................................. 2 Category Websites Tested .................................................10 Findings: Website User Friendliness Aggregate Scores – Overall ................12 Website User Friendliness Sub Parameter Scores - Overall...........13 Website User Friendliness Perceptual Map – Overall ..................16 Average Ratings on the Individual Parameters - Overall..............17 Rating Dispersions by Individual Attributes .............................19 Relative Importance of the Individual Criteria .........................30 Website User Friendliness Aggregate Scores - Website Users Only..31 Website User Friendliness Sub Parameter Scores - Website Users Only ...........................................................................32 Website User Friendliness Perceptual Map – Website Users Only....35 Average Ratings on the Individual Parameters - Website Users Only .................................................................................35 Average Ratings on the Individual Parameters - Website Users Only .................................................................................36 Rating Dispersions by Individual Attributes .............................38 Relative Importance of the Individual Criteria .........................55 Website User Friendliness Aggregate Scores - Website Non Users Only ...........................................................................56 Website User Friendliness Sub Parameter Scores - Website Non Users Only ...........................................................................57 Website User Friendliness Perceptual Map – Website Non Users Only .................................................................................59 Average Ratings on the Individual Parameters - Website Non Users Only ...........................................................................60 Rating Dispersions by Individual Attributes .............................61 Relative Importance of the Individual Criteria .........................72 Respondent ProfileDemographic Profile .................................73 Demographic Profile ........................................................74 Socio Economic Profile .....................................................78 Economic Profile ............................................................80 Net Usage Dynamics ........................................................82 WUF Index Ranking of Websites by User Segments ....................83 Sample Sizes .................................................................90
  6. 6. Online Shopping
  7. 7. Website User Friendliness Study Introduction Internet users rarely bother to complain about the poor quality or experience of a website. They just ‘switch’ to an alternative website. Yet most websites do little to track their user’s experience and perceptions about their websites on various critical parameters - be it the appeal of their user interface, ease of navigation and task completion, or the satisfaction derived from the actual usage experience. To precisely fill this gap JuxtConsult has introduced its ‘Website User Friendliness’ syndicated study. The study helps the online players measure, quantify and benchmark the ‘user friendliness’ and ‘usage satisfaction’ of their website vis-à-vis the key competing websites. The study is unique in its methodology as it takes the concept of ‘usability testing’ of a website online – it makes the users use a website and give the feedback on its usage experience in ‘live’ online environment. The user feedback is real time and based on actual usage of the website. In order to define and measure what really makes a website ‘user- friendly’, we looked at a simple and interesting parallel of what makes a person seem ‘friendly’. In human interaction, we identify someone as ‘friendly’ only when that person firstly ‘looks’ friendly to us and then ‘behaves’ friendly towards us. When it comes to our interaction with websites, our expectations and behaviors are no different. We identify or treat a website as ‘friendly’ only when it both looks pleasant and acceptable to us and is easy and convenient to use. That is, A User friendly website Looks friendly + Behaves friendly To ‘look’ friendly, a website must be identifiable, appealing, relevant, and pleasant in its appearance. On the other hand, to ‘behave’ friendly a website must enable the task a user has come to perform on the website in a convenient, smooth, orderly and satisfactory manner. Accordingly, this study interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well as its usability factors. 1
  8. 8. Online Shopping Methodology The JuxtConsult ‘Website User Friendliness’ Model Any comprehensive measure of ‘user-friendliness’ of a website must cover all key aspects that determine its ‘user-interface’ (looking friendly) as well as its ‘usage experience’ (behaving friendly). At a broad level, we at JuxtConsult defined these key aspects as follows: User Interface (look friendly) Usage Experience (behave friendly) Visually appealing Easy to access Distinctly identifiable Easy to locate relevant information Organized interface Easy to comprehend information Relevant content Easy to navigate and conduct a task Better quality of content Offer relevant and adequate solutions Facilitate satisfactory completion of task Consistent in performance Highly interactive and responsive In order to identify the precise and measurable attributes under each of these aspects, we carefully mapped the typical flow of the ‘interaction’ a user usually has with a website. In doing so we identified 6 typical stages of interaction a user has with a website (and therefore, 6 critical aspects that need to be measured to arrive at any comprehensive evaluation of ‘user-friendliness’ of a website): The user accesses the website (Accessibility) Finds the website appealing (Likeability) Finds the content relevant (Relatability) Is able to smoothly navigate on the website (Navigability) Finds the website responsive when needs assistance/help (Interactivity) Is able to complete the task/purpose for which he/she visited the website in the first place (Task accomplishment) Digging a little deeper in these 6 critical areas we identified 19 individual ‘generic’ parameters that required to be measured to make the model a fairly comprehensive one. The parameters related to ‘e- commerce’ or ‘transactions’ were not included in the ‘generic model’ 2
  9. 9. Website User Friendliness Study per se (to retain its universality), but have been considered separately as the ‘seventh’ critical aspect of measuring user friendliness of the ‘e- commerce’ websites. The following graphics outline the precise ‘website user friendliness’ measuring and rating schema based on the 19 ‘generic’ parameters used in the JuxtConsult model and in bringing out these reports: © The Model The Website – User The User Friendliness Criteria The Measures Interaction Points Browser compatibility Accessibility Download time Is the website easy to access? Technical Distinctiveness (branding) Layout and interface Aesthetics (color, text, graphics) Likeability Does it look appealing? Identification with the website Design Ease of comprehension Relevance/Adequacy of content Relatability Is the content relevant and distinct? Content distinctiveness (quality) Content Ease of locating task info Ease of conducting the tasks Navigability Is it easy to use? Inter-page consistency in design Task Flow and flow Navigational cues and helps Error rate / error recovery Interactivity Is it able to assist the user when needed? Contacability (and responsiveness) Assistance Sense of security in using the site Level of task completion (success) Task Accomplishment Timeliness of task completion Is the user able to accomplish the task? Solution Adequacy of task compl. (satisfaction) 3
  10. 10. Online Shopping © 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 Accessibility Index Navigability Index Satisfaction 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) 4
  11. 11. Website User Friendliness Study As shown in the schema, the 19 individual ‘generic’ parameters that determine the overall user friendliness of a website have been clustered together into 4 ‘sub index’ measuring the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of a website. Hereafter these are combined to arrive at two higher level ‘user interface’ and ‘user experience’ Index and eventually into the overall ‘website user friendliness’ (WUF) index of a website. The model thereby allows various websites in a category/vertical to be evaluated, compared, benchmarked and ranked on various aspects of their ‘user-friendliness’ in an objective manner (based on the index score derived from actual ‘ratings’ of these websites by their existing and potential users). Additional ‘Shopping Index’ for E-Commerce Category Websites For websites which come under the e-commerce categories, offering online transactions, an additional ‘seventh’ group of user friendliness parameters have been added to the model. This set of critical measure has been classified as ‘Shopping Friendliness Index’ of the e-commerce websites. The shopping friendliness of an e-commerce website has been measured as a cumulative effect of the usage experience it delivers while a user ‘transacts’ on the website, takes ‘delivery’ of the product/service bought online and the satisfaction with the ‘refund’ in case a cancellation is made and refund sought. The following graphics outline the additional ‘shopping user friendliness’ index measuring and rating schema used in the JuxtConsult model for the e-commerce category websites: 5
  12. 12. Online Shopping © 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) As shown in the schema, the 12 individual parameters that determine the overall ‘shopping friendliness’ of an e-commerce website have been clustered together into 3 ‘sub index’ measuring the ‘transaction’, ‘delivery’ and ‘refund’ usage experience of a website. Hereafter, these three sub indices are combined to arrive at the overall ‘shopping user friendliness’ (SUF) index of an e-commerce website. In case of e-commerce websites, the overall ‘website user friendliness’ (WUF) index is calculated and reported after incorporating the ‘shopping user friendliness’ (SUF) index parameters as well. That is, the WUF index of the e-commerce websites is calculated based on 31 parameters and not just on 19 ‘generic’ parameters. 6
  13. 13. Website User Friendliness Study The online survey To test and get the e-commerce websites rated on these 19 generic parameters and the 12 additional e-commerce related parameters by their existing and potential users, an online survey methodology based on ‘live’ usage and rating of websites was used. The online survey was conducted using JuxtConsult’s own online user panel (www.getcounted.net) as well as using a ‘survey ad campaign’ on Google Ad Sense (contextual search ads). The online survey was conducted using an e-questionnaire segmented into three sections. The first section had a ‘screener questionnaire’ that was used to identify the ‘users’ of an online category, and of the various websites being tested within that category. Then the identified ‘users’ and ‘non-users’ (taken as potential users) of the various websites were taken to the respective websites for ‘live’ usage. This was done by providing the ‘URL links’ of these websites within the questionnaires. Half the respondents (of both existing and potential users of the website) were asked to surf the ‘homepage’ and the other half to ‘complete a simple assigned task’ on the website1. This split was done to keep the length of the ‘live’ usage sessions within reasonable time limit, so that including the feedback-giving time (questionnaire filling), the whole session does not become too long for the respondent. In this way we tried to minimize the impact of any possible ‘response fatigue’ in the survey to the extent it is possible to do so in such surveys. To ensure a statistically healthy representation and calculation of the ratings (and indices) for each website in the study, a minimum sample quota of 120 ‘reported response’ per website was fixed. This is the sample size on which the user friendliness index calculations are based. However, because of a break up of ‘live’ usage between the ‘only homepage surfing’ and ‘only an assigned task completion’, each respondent gave only ‘part’ rating of the website. This meant that in practice we would have to take 2 respondents (one of homepage and one of task) to compete one rating of a website as per the JuxtConsult Model. Accordingly, in sample collection, the quota per website was doubled to 240 respondents per website. The eventual break up of the samples as ‘set’ per website and between its existing users and non- users (potential users) was as follows: 1 The tasks that the respondents of the Shopping category were asked to perform were – 1) search for a mobile phone that you intend to buy in future, 2) search for a pearl neklace, and 3) search for apparel of your choice. 7
  14. 14. Online Shopping Table 1: Sample size by websites Sample Base Users Non-users Total Indiaplaza Home page 60 60 120 Task 60 60 120 Indiatimes Home page 60 60 120 Shopping Task 60 60 120 Rediff Shopping Home page 60 60 120 Task 60 60 120 Futurebazaar Home page 60 60 120 Task 60 60 120 Ebay Home page 60 60 120 Task 60 60 120 Total Category 600 600 1,200 Further to ensure that we report only those responses that are based on actual, and to an extent, sincere ‘live’ usage of the website, firstly the time taken to check/use the website was measured (from the time of clicking the URL link on the questionnaire to the time of answering the first feedback question). Thereafter, we decided to exclude from reporting those respondents who took less than 3 minutes to ‘surf the homepage’ and less than 5 minutes to ‘complete the assigned task’ on the website. For the 19 individual ‘generic’ parameters, except for browser compatibility, the ratings for the rest 18 parameters were taken directly from the respondents. For rating on browser compatibility, websites were tested internally at JuxtConsult by its own technical team on various popular internet browsers and then rated accordingly. The browsers on which the website opening was tested were – Internet Explorer, Firefox, Netscape and Opera. For the rest 18 ‘generic’ parameters where users’ gave the ratings directly, all ratings were taken on a ‘5 point qualitative scale’. For each parameter, respondents were asked to choose one of the five statements given as ‘options’. The five statements ranged from the most positive statement about that attribute on that website to the most negative statement about that attribute on that website. Of these 18 parameters, only one parameter’s response was taken from the respondents ‘past usage’ of the website (therefore asked only to the ‘users’). This parameter was customer responsiveness (measured as timeliness and appropriates of response to any query they may have made on the website in the past). On all the other 17 parameters the respondents were asked to give their ratings basis the ‘live’ usage experience and in real time. On the other hand, for all the 12 individual parameters on the ‘shopping friendliness’ index the feedback was taken from the respondents based on their ‘past usage’ of the website (therefore asked only to the ‘users’). This was done largely because it was completely impractical to ask the respondents to transact online ‘live’, nor was it possible to capture the ‘delivery’ and ‘refund’ feedback from them on 8
  15. 15. Website User Friendliness Study the ‘live’ basis. For these 12 ‘shopping related’ parameters again users’ gave the ratings directly, and all ratings were taken on a ‘5 point qualitative scale’. Eventually, all Index numbers (whether WUF or SUF) were calculated and derived from the individual parameter level rating, with each level index having its own calculated scale (depending on the number of individual parameters included under that index). The sample bases of various websites were equalized while calculating their website user friendliness and shopping friendliness index to ensure that there are no sample size biases in the reported findings. In the online questionnaires, a response format of ‘clicking’ a single or multiple options among the various given options was used for most questions. Wherever relevant, it was also possible for a respondent to answer ‘none’, ‘not applicable’ or ‘any other’. To enlist complete and sincere responses, an incentive of a significant cash prize was also announced to be given to one randomly selected respondent at the end of the survey. The questionnaire were pre-tested and timed to take approximately 15- 20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire was structured and designed to reduce the level of ‘respondent fatigue’ to an extent that was practically possible. Over 1,382 unduplicated and clean responses were collected from the online survey for the 5 websites being tested under the Online Shopping category (in about 3 weeks of time for which the survey was ‘live’ online). After further cleaning of the data for the actual time spent on surfing the homepage/completing the task on the websites 1,208 responses were finally found to be valid and used in creating this report. The valid and usable data was then made representative of the entire online urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights used were derived from the JuxtConsult’s India Online 2007 study and are based on 3 highly relevant demographic parameters – SEC, town class and region. The end result is that the findings of this report possibly represent the ‘voice’ of over 24 million online urban Indians. Further, the findings represent and effectively cover internet users from all SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns)2 . 2 For more details on the demographic and socio-economic profile of the respondents see the ‘Respondent Profile’ section of this report. 9
  16. 16. Online Shopping Category Websites Tested Indiaplaza (www.indiaplaza.com) Indiatimes Shopping (www.shopping.indiatimes.com) Rediff Shopping (www.shopping.rediff.com) Futurebazaar (www.futurebazaar.com) eBay (www.ebay.co.in) 10
  17. 17. Website User Friendliness Study Findings 11
  18. 18. Online Shopping Website User Friendliness Aggregate Scores – Overall Table 2: Website user friendliness index (WUF) - overall Brands 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% Base: 1,208 Table 3: Friendly interface index (UFEX) - overall Brands UFEX Index Relative Index Ebay 5.1 100% Rediff Shopping 4.5 88% Indiatimes Shopping 4.2 82% Indiaplaza 3.9 77% Futurebazaar 3.9 76% Base: 1,208 Table 4: User friendly usage experience index (UZEX) - overall Brands UZEX Index Relative Index Ebay 3.7 100% Rediff Shopping 3.3 90% Indiatimes Shopping 3.2 86% Futurebazaar 3.1 83% Indiaplaza 2.9 78% Base: 1,208 12
  19. 19. Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Overall Table 5: Accessibility index (overall) Brands Accessibility Index Relative Index Ebay 2.8 100% Rediff Shopping 2.4 88% Indiatimes Shopping 2.3 82% Indiaplaza 2.2 79% Futurebazaar 2.1 76% Base: 1,208 Table 6: Appeal index (overall) Brands Appeal Index Relative Index Ebay 2.3 100% Rediff Shopping 2.1 88% Indiatimes Shopping 1.9 81% Futurebazaar 1.8 77% Indiaplaza 1.8 76% Base: 1,208 Table 7: Navigability index (overall) Brands Navigability Index Relative Index Ebay 1.3 100% Futurebazaar 1.2 95% Rediff Shopping 1.2 92% Indiatimes Shopping 1.2 89% Indiaplaza 1.0 76% Base: 1,208 13
  20. 20. Online Shopping Table 8: Shopping friendliness index (overall) Brands SUF Index Relative Index Ebay 2.3 100% Indiaplaza 2.3 98% Rediff Shopping 2.1 90% Futurebazaar 1.7 72% Indiatimes Shopping 1.2 53% Base: 341 Table 9: Usage satisfaction index (overall) Brands Satisfaction Index Relative Index Ebay 2.4 100% Rediff Shopping 2.1 89% Indiatimes Shopping 2.0 84% Indiaplaza 1.9 80% Futurebazaar 1.8 76% Base: 1,208 Table 10: Transaction friendliness index (overall) Brands Transaction Index Relative Index Indiaplaza 0.8 100% Ebay 0.8 99% Rediff Shopping 0.7 93% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 14
  21. 21. Website User Friendliness Study Table 11: Delivery experience index (overall) Brands Delivery Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 95% Rediff Shopping 0.7 85% Futurebazaar 0.6 71% Indiatimes Shopping 0.4 52% Base: 341 Table 12: Refund experience index (overall) Brands Refund Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 99% Rediff Shopping 0.7 92% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 15
  22. 22. Online Shopping Website User Friendliness Perceptual Map – Overall Ease of Usage .3 Futurebazaar .2 .1 Transaction Experience Refund Experience Delivery Experience 0.0 Rediff Shopping Indiaplaza Design Appeal Easy of Access -.1 Attribute Usage Satisfaction Ebay Indiatimes Shopping -.2 -.6 -.4 -.2 -.0 .2 .4 .6 Brand 16
  23. 23. Website User Friendliness Study Average Ratings on the Individual Parameters - Overall Table 13: Summary table - overall Indiatimes Rediff Ratings (on a 5 point qualitative scale) Indiaplaza Shopping Shopping Futurebazaar Ebay Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.2 4.5 4.5 4.4 4.6 Accessibility Index 2.2 2.3 2.4 2.1 2.8 Distinctive in identity (branding) 3.1 3.3 3.3 3.3 3.5 Presentation layout of the home page 3.1 3.3 3.3 3.3 3.5 Presentation layout of the task page 3.9 4.4 4.5 4.4 4.3 Aesthetics of text on the homepage 2.7 2.6 2.6 2.7 2.8 Aesthetics of graphics on the homepage 4.3 3.8 4.1 4.4 4.3 User identification with the site 3.9 3.9 4.0 3.9 4.3 Ease of comprehension 4.3 4.3 4.3 4.2 4.5 Relevance of content 4.2 4.3 4.3 4.1 4.4 Relative quality of content 4.1 4.0 4.1 4.2 4.3 Appeal Index 1.8 1.9 2.1 1.8 2.3 Ease of locating task info 4.1 4.6 4.4 4.3 4.3 Ease of conducting the task 3.9 4.4 4.3 4.3 4.2 Navigation flow between pages 3.9 4.3 4.3 4.4 4.2 Navigational cues and helps 2.8 2.6 2.8 2.9 2.4 Error recovery 4.6 4.6 4.3 4.7 4.6 Appropriateness of response to queries 4.7 4.4 4.7 4.6 4.7 Timeliness of response to queries 4.5 4.3 4.4 4.6 4.2 Satisfaction with query resolution 4.6 4.3 4.5 4.5 4.2 Navigability Index 1.0 1.2 1.2 1.2 1.3 Timeliness of task completion 3.7 4.0 4.2 4.1 3.9 Quality of the usage experience 3.7 4.2 4.1 4.1 4.2 Perceived sense of security during usage 4.0 4.3 4.3 4.2 4.2 Creation of brand preference 4.4 4.5 4.4 4.4 4.3 Satisfaction Index 1.9 2.0 2.1 1.8 2.4 Successful transaction completion 4.3 4.3 4.0 4.4 3.5 Ease of transacting 4.5 4.3 4.5 4.5 4.4 Comprehension of charges and prices 4.3 4.5 4.5 4.6 4.8 Adequacy of payment options 4.4 4.0 4.6 4.7 4.5 Sense pf security while transacting 4.3 4.3 4.1 4.3 4.4 Promptness of transaction confirmation 4.3 4.4 4.1 4.6 4.5 Transaction Experience 0.6 0.8 0.8 0.4 0.7 17
  24. 24. Online Shopping Indiatimes Rediff Ratings (on a 5 point qualitative scale) Indiaplaza Futurebazaar Ebay Shopping Shopping Timeliness of product/service delivery 3.9 4.1 4.0 4.2 4.3 Appropriateness of delivery as per 4.6 4.5 3.9 4.8 4.6 specification Delivery Experience 0.8 0.4 0.7 0.6 0.8 Display/ease of locating refund policy 3.8 4.3 3.8 4.5 4.4 Comprehension of refund policy 4.3 4.4 3.9 4.2 4.4 Timeliness of refunds 4.0 4.3 2.5 4.7 4.7 Adequacy of refund amount 4.1 4.3 2.3 4.6 4.7 Refund Friendliness Index 0.8 0.4 0.7 0.6 0.8 UFEX Index 3.9 4.2 4.5 3.9 5.1 UZEX Index 2.9 3.2 3.3 3.1 3.7 Shopping Index 2.3 1.2 2.1 1.7 2.3 WUF Index 8.3 9.0 9.8 8.3 10.9 Base: 1,208 18
  25. 25. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 1: Download time (overall) JFM '08 0% 1% 0% 1% 100% 4% Extremely slow 3% 0% 1% 3% 6% 1% 6% 7% 12% 7% 14% 14% 28% Fairly slow 75% 31% 56% Neither fast nor slow 50% 77% 75% 65% Reasonably fast 55% 25% 35% Adequately fast 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 2: Distinctive in identity (overall) JFM '08 1% 3% 3% Didn't notice the logo 100% 4% 6% 2% 4% at all'. 5% 2% 15% 8% 8% 15% 14% I had to search for the 75% 13% logo 24% 32% 42% 27% 17% I spotted it but only after a while 50% It was prominent and I spotted it easily 61% 52% 51% 51% 25% 43% . It was the first thing that I noticed on the page 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 19
  26. 26. Online Shopping Chart 3: Presentation of the home page (overall) JFM '08 0% 1% 0% 1% 100% 0% 0% Extremely haphazard 8% 1% 3% 8% and badly presented 9% 0% 24% 16% 17% 27% Fairly disorganized and 75% ill presented 34% 52% 39% 39% Just average in 50% organization and presentation 64% Fairly well organized 25% and presented 46% 38% 37% 37% Extremely well organized and neatly 0% presented Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 4: Presentation of the task page (overall) JFM '08 0% 0% 0% 0% 0% Extremely untidy and 4% 100% 0% 1% 2% cluttered 6% 9% 12% 6% 18% Fairly untidy 24% 31% 75% 32% 44% 27% Averagely presented 32% 50% Fairly well presented 59% 56% 53% 25% 49% 35% Very well presented 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 20
  27. 27. Website User Friendliness Study Chart 5: Aesthetics of text (overall) JFM '08 7% 100% 2% 4% 5% 8% 14% It has too little content 22% and looks empty 20% 21% 26% 75% It has too much text and looks cluttered 50% 85% 75% 74% 71% 68% 25% It has just the right amount of text and looks fine 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 6: Aesthetics of graphics (overall) JFM '08 100% 2% 6% 8% 1% 1 9% Neither engage me 25% 21% nor distract me 31% 75% 27% 33% Too many 50% 64% 58% 55% 41% 46% 25% Highly relevant and engaging 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 21
  28. 28. Online Shopping Chart 7: User identification with the site (overall) JFM '08 0% 0% 0% 100% 4% 5% Its just opposite of my 4% 6% 3% 14% 5% style and personality 12% 20% 19% 16% 16% I find it difficult to 75% relate to it 30% I can live with it 34% 41% 46% 50% 48% I can relate to it to some extent 53% 25% 36% 33% 29% It matches my style 26% and personality completely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 8: Ease of comprehension (overall) JFM '08 0% 0% 1% 2% 100% 2% Extremely difficult 2% 8% 3% 7% 10% 8% 12% 1% 4% 8% 19% Quite difficult 75% 34% 38% 37% 49% Neither easy nor 50% difficult 70% Reasonably easy 54% 25% 48% 46% 40% Extremely easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 22
  29. 29. Website User Friendliness Study Chart 9: Relevance of content (overall) JFM '08 0% 0% 2% 3% 2% 100% 0% 1% 1% 1% 3% 5% Almost irrelevant 1% 1 16% 10% 14% 75% Low relevance 40% 31% 48% 45% 52% Averagely relevant 50% Fairly relevant 52% 52% 25% 40% 39% 33% Highly relevant 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 10: Relative quality of content (overall) JFM '08 0% 0% 1% 0% 3% Significantly inferior 100% 2% 2% 3% 4% 1% than the other 9% 14% 1% 1 websites 16% 23% Somewhat inferior 75% than the other websites 45% 43% 52% 57% Same as offered by 37% the other websites 50% Somewhat better than the other websites 25% 43% 38% 35% 33% 29% Significantly better than the other websites 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 23
  30. 30. Online Shopping Chart 11: Ease of locating task info (overall) JFM '08 0% 1% 0% 1% 100% 5% 2% 1% 2% 2% Extremely difficult 5% 9% 15% 17% 20% 9% 29% Fairly difficult 75% 18% 29% 25% 28% Neither easy nor difficult 50% Fairly easy 65% 63% 53% 53% 50% 25% Very easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 12: Ease of conducting the task info (overall) JFM '08 1% 0% 0% 1% 100% 6% Faced lots of difficulty 3% 3% 5% 4% 6% 1% 1 14% 21% 21% 19% Faced some difficulty 75% 24% but was able to 26% complete the task 19% 21% Neither easy nor 30% difficult 50% Fairly easy with only 60% some minor irritants 57% 56% 53% 25% 39% Extremely easy and hassle-free 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 24
  31. 31. Website User Friendliness Study Chart 13: Navigation flow between pages (overall) JFM '08 1% 0% 1% 3% 100% Relevant page did not 0% 6% 1% 2% 2% open at all 12% 7% 17% 24% 15% 8% Faced lot of problems 75% 28% 25% 18% 28% 46% Neither freely nor with 50% difficulty More or less freely 58% 57% 54% 52% 25% 33% Completely freely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 14: Navigation cues and helps (overall) JFM '08 100% Had very few relevant instructions 27% 32% 38% 41% 44% Had a fair bit of 75% relevant instructions 7% 24% 8% Almost did not have 8% any relevant 50% 19% instructions Had most of the 31% 59% 46% relevant instructions 42% 25% 32% 12% Had all the relevant 6% instructions 5% 7% 2% 7% 3% 2% 1% 1% 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 25
  32. 32. Online Shopping Chart 15: Error recovery (overall) JFM '08 0% 2% 0% 2% 100% 2% 1% Couldn't resolve and 0% 1% 9% 5% 2% 7% failed to complete the 4% 0% task 8% 21% 27% 19% 20% Resolved with great 16% 75% difficulty Encountered but resolved with website 50% help instructions 75% 73% Encountered error but 71% 69% 67% resolved on my own 25% Did not encounter any error at all 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 16: Appropriateness of the response (overall) JFM '08 0% 0% 0% 1% There was no 3% 100% 0% 0% 1% 3% 2% 0% response at all 3% 6% 14% 16% 13% 25% 3% Received only auto- 29% 14% 75% reply, nothing thereafter They responded but did not resolve the 50% query 81% 81% Query was resolved 72% 69% 65% only partially 25% Query was resolved completely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 264 26
  33. 33. Website User Friendliness Study Chart 17: Timeliness of response (overall) JFM '08 0% 0% 0% 1% 3% 100% 0% 2% 4% 0% 4% 2% 7% Did not receive any 14% response at all 5% 4% 26% 39% 75% Fairly late 42% 22% 47% Neither promptly nor 50% late 68% More or less in time 60% 57% 53% 25% 40% Very promptly 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 264 Chart 18: Satisfaction with response (overall) JFM '08 0% 0% 0% 0% 1% 100% 0% 1% 1% 2% 3% Highly dissatisfied 1% 3% 15% 20% 4% 40% 36% Moderately 75% 44% 21% dissatisfied 35% Neither satisfied not 50% dissatisfied Moderately satisfied 60% 59% 59% 52% 25% 43% Highly satisfied 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 264 27
  34. 34. Online Shopping Chart 19: Timeliness of task completion (overall) JFM '08 0% 1% 1% 100% 4% 6% Took significantly 2% 15% longer than expected 15% 13% 20% 14% 12% 16% Took somewhat more 75% 24% 18% time than expected 23% 15% 24% 15% Completed in as much 50% time as expected 28% Completed marginally 55% 54% faster than expected 25% 48% 47% 32% Completed a lot faster than expected 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 20: Quality of usage experience (overall) JFM '08 0% 0% 1% 4% 100% 6% 2% 1% Downright painful 0% 8% 1% 1 9% 8% 22% 17% 16% Fairly troublesome 75% and irritating 46% 47% 32% Just about agreeable 41% 50% 49% Fairly pleasant and satisfactory 25% 43% 42% 40% 34% Extremely pleasant 21% and delightful 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 28
  35. 35. Website User Friendliness Study Chart 21: Perceived sense of security in usage (overall) JFM '08 1% 0% 0% 2% 2% 100% 1% 1% 1% Completely insecure 1% 3% 9% 12% 14% 16% 21% Fairly insecure 75% 38% 42% 33% 58% 36% Not sure if I can trust 50% the website Fairly secure 25% 48% 47% 44% 38% 32% Absolutely secure 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 1,208 Chart 22: Brand preference creation (overall) JFM '08 0% 0% 0% 1% 1% 100% 2% 1% Very unlikely to visit it 2% 3% 2% 4% 10% 1% 1 13% 12% Fairly unlikely to visit it 27% 75% 27% 39% 31% 38% Not sure, may or may 50% not visit it 62% Somewhat likely to 60% 54% 54% visit it 25% 46% Very likely to visit it 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 1,208 29
  36. 36. Online Shopping Relative Importance of the Individual Criteria Table 14: Importance ranking of the key individual criteria (overall) Indiatimes Rediff Overall- Brands Indiaplaza Futurebazaar Ebay Shopping Shopping Shopping Fastest to download 46% 53% 53% 41% 33% 45% Brand image in the market place 38% 35% 52% 37% 44% 41% Most responsive and prompt in customer 34% 38% 35% 50% 35% 38% service and support Best assures safety against frauds & 42% 35% 37% 34% 38% 37% misuse of personal details & financial info Simplest and most easy to understand 19% 26% 44% 36% 23% 30% language Gives best assurance on privacy of info 20% 40% 8% 28% 41% 27% provided Provide the best help 17% 16% 21% 18% 27% 20% Most neat looking design (aesthetics) 35% 18% 18% 8% 11% 18% Matches my personality and style the best 29% 12% 9% 9% 18% 16% Most logical structure and flow of info. / 5% 7% 7% 16% 26% 13% content Most consistent design, look & feel across 3% 11% 8% 22% 3% 9% the page Helps accomplish the task in least no. of 13% 9% 9% 4% 2% 7% clicks Base: 1,208 30
  37. 37. Website User Friendliness Study Website User Friendliness Aggregate Scores - Website Users Only Table 15: User friendliness index (WUF) - website users only Brands WUF Index Relative Index Ebay 7.0 100% Rediff Shopping 6.0 86% Indiaplaza 5.4 77% Futurebazaar 5.3 76% Indiatimes Shopping 4.8 69% Base: 524 Table 16: Friendly interface index (UFEX) - website users only Brands UFEX Index Relative Index Ebay 2.7 100% Rediff Shopping 2.2 82% Indiatimes Shopping 2.0 76% Futurebazaar 2.0 75% Indiaplaza 1.7 65% Base: 524 Table 17: User friendly usage experience index (UZEX) - website users only Brands UZEX Index Relative Index Ebay 2.0 100% Rediff Shopping 1.7 88% Futurebazaar 1.6 80% Indiatimes Shopping 1.6 79% Indiaplaza 1.3 68% Base: 524 31
  38. 38. Online Shopping Website User Friendliness Sub Parameter Scores - Website Users Only Table 18: Accessibility index (website users only) Brands Accessibility Index Relative Index Ebay 1.5 100% Rediff Shopping 1.2 81% Indiatimes Shopping 1.1 77% Futurebazaar 1.1 74% Indiaplaza 1.0 67% Base: 524 Table 19: Appeal index (website users only) Brands Appeal Index Relative Index Ebay 1.2 100% Rediff Shopping 1.0 83% Futurebazaar 0.9 77% Indiatimes Shopping 0.9 75% Indiaplaza 0.8 63% Base: 524 Table 20: Navigability index (website users only) Brands Navigability Index Relative Index Ebay 0.7 100% Rediff Shopping 0.7 94% Futurebazaar 0.7 91% Indiatimes Shopping 0.6 78% Indiaplaza 0.5 67% Base: 524 32
  39. 39. Website User Friendliness Study Table 21: Shopping friendliness index (website users only) Brands SUF Index Relative Index Ebay 2.3 100% Indiaplaza 2.3 98% Rediff Shopping 2.1 90% Futurebazaar 1.7 72% Indiatimes Shopping 1.2 53% Base: 341 Table 22: Usage satisfaction index (website users only) Brands Satisfaction Index Relative Index Ebay 1.3 100% Rediff Shopping 1.1 84% Indiatimes Shopping 1.0 80% Futurebazaar 0.9 75% Indiaplaza 0.9 68% Base: 524 Table 23: Transaction friendliness index (website users only) Brands Transaction Index Relative Index Indiaplaza 0.8 100% Ebay 0.8 99% Rediff Shopping 0.7 93% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 33
  40. 40. Online Shopping Table 24: Delivery experience index (website users only) Brands Delivery Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 95% Rediff Shopping 0.7 85% Futurebazaar 0.6 71% Indiatimes Shopping 0.4 52% Base: 341 Table 25: Refund experience index (website users only) Brands Refund Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 99% Rediff Shopping 0.7 92% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 34

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