Whsmith Waterstones Web Usability

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A comparison of web usability of leading online book sellers , WHSmith and Waterstones.

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Whsmith Waterstones Web Usability

  1. 1. WHSmiths Vs Waterstones Online Booksellers Web Usability Comparative Study (extract) london | germany | bangalore
  2. 2. Every Online Retail website has two types of pages
  3. 3. The Ones that sell These are called product pages
  4. 4. All Others These are called product pages This is the homepage These are category pages These are Misc pages
  5. 5. <ul><li>Your customers buy only from the product pages. </li></ul>Fact <ul><li>You only make money from your product pages </li></ul>
  6. 6. <ul><li>Your customers buy only from the product pages. </li></ul>Fact <ul><li>You only make money from your product pages </li></ul>Therefore Your product pages are the most important part of your website.
  7. 7. We will look at some of these points over the next few pages , comparing whsmith and waterstones to find out whos’s doing better and what can be improved.
  8. 8. Lets look at how the home page and the product pages compare on search engine rankings, between the two retailers Search Engine Rankings Comparison
  9. 9. Question : Are you more likely to be a customer if you were searching for a ‘ books ’ or if you were searching for ‘ Brisinger ” ?
  10. 10. Question : Are you more likely to be a customer if you were searching for a ‘ books ’ or if you were searching for ‘ Brisinger ” ? Answer : A generic keyword ‘ books ’ means the person is a browser or looking for information whereas he will be more likely to buy if he was searching for a specific book like say ‘ Brisingr ” *Brisinger (Brisingr) is the latest bestseller by Paolini
  11. 11. Books Brisingr Home Page Product Page
  12. 12. Home Page WHSmith on first page !! Waterstones not there in the first five pages !!
  13. 13. Waterstones on first page !! WHSmith not there in the first five pages !! Product Page
  14. 14. Waterstones product pages rank higher than WHsmith Across most popular keyword searches.WHSmith seems to be Paying for PPC linkages for paid listings in most cases. (Reasons will become more clearer as we move forward in the ppt !! ) Search Engine Rankings Score 5 3
  15. 15. Technical Comparison Lets look at how the page source codes compare, for the home page and the product page Between the two retailers *This can be viewed simply by going to the page source option from your browsers view tab.
  16. 16. title> Books, Stationery, Magazines, DVDs, Music | WHSmith </title> <meta name=&quot;TitleText&quot; content=&quot;Books, audio books, stationery, magazines, DVDs, CDs, Gaming, Gifts, Cards and more delivered FREE to stores&quot; /> <meta name=&quot;description&quot; content=&quot;FREE Delivery and Great offers on a huge selection of Books, including Fiction, Children’s, Education, Stationery, Magazines, DVDs, Music, Gaming & Gifts.&quot; /> <meta name=&quot;keywords&quot; content=&quot;Whsmith, books, book, bookshop, fiction, children’s books, childrens, education, revision guides, harry potter, stationery, files, folders, pens, diary, diaries, magazines, gifts, cheap, discount, buy, special offers, whsmiths, smiths&quot; /> <meta name=&quot;DeptDescription&quot; content=&quot;Buy from over 1 million Books including titles in Fiction, Adventure, Romance, Science, Thrillers and many many MORE.&quot; /> <title> Welcome to Waterstones.com </title> <meta name=&quot;description&quot; content=&quot;Waterstones.com - the UK's leading bookseller, with millions of books covering every subject. Free UK delivery on everything!&quot; /> <meta name=&quot;keywords&quot; content=&quot;books, novels, biography, sci-fi, computing books, childrens books, book blog, find Waterstone's stores, Waterstone's booksellers, art and photography books, audio books, books on cd, business books, finance, books, graphic novels, crime novels, true crime, educational books, textbooks, dictionaries, recipe books, food and drink books, fiction, stories, short stories, fairy tales, health books, diet books, pregnancy guides, history books, gardening books, diy books, humour books, little books, joke books, mbs, mind body spirit, tv tie-ins, film adaptations, pet books, dog books, cat books, children's books, childrens picture books, board books, bath books, cloth books, books on tape, poetry books, belle letters, quiz books, crossword books, crossword dictionaries, reference books, encyclopaedias, romance, scientific text books, medical books, almanacs, football books, cricket books, tennis books, diaries, travel guides, phrase books, students books, manga titles, celebrity chefs, golf books, sailing books, paperbacks, hardbacks, first editions, signed copies, limited editions, ebooks, maps, atlases, chicklit, hmv group, ottakars, ottakers, high street book shop, uk book shops, book sellers, books online, book signings, readings, book clubs, print on demand, study guides, cheat cards, revision books, exam guides, cheat books, strategy guides, erotica, war stories, gift books, gift editions, christening bibles, bibles, Koran, torah, politics books, economics books, gay and lesbian literature, mysteries, detective fiction, literary criticism, money guides, financial guides, mba guides, good study guides, bedtime stories&quot;/> Home Page
  17. 17. Home Page Comparison Whsmith has better homepage configuration than Waterstones. Metatags are better defined Which means higher natural search ranking for Whsmith’s home page for keyword like books Waterstones has a large chunk of keywords inserted which will be truncated by google
  18. 18. </title><meta name=&quot;TitleText&quot; content=&quot;Books, audio books, stationery, magazines, DVDs, CDs, Gaming, Gifts, Cards and more delivered FREE to stores&quot; /> <meta name=&quot;description&quot; content=&quot;FREE Delivery and Great offers on a huge selection of Books, including Fiction, Children’s, Education, Stationery, Magazines, DVDs, Music, Gaming & Gifts.&quot; /> <meta name=&quot;keywords&quot; content=&quot;Whsmith, books, book, bookshop, fiction, children’s books, childrens, education, revision guides, harry potter, stationery, files, folders, pens, diary, diaries, magazines, gifts, cheap, discount, buy, special offers, whsmiths, smiths&quot; /> <meta name=&quot;DeptDescription&quot; content=&quot;Buy from over 1 million Books including titles in [DEPARTMENTNAME]&quot; /> <title>Waterstones.com: Children's: Brisingr - Inheritance Cycle Bk. 3 by Christopher Paolini (2008)</title> <meta name=&quot;description&quot; content=&quot;Children's: Brisingr - Inheritance Cycle Bk. 3 by Christopher Paolini (2008)&quot;/> <meta name=&quot;keywords&quot; content=&quot;Brisingr - Inheritance Cycle Bk. 3 Hardback Christopher Paolini Children's Doubleday&quot;/> Product Page
  19. 19. Product Page Comparison Both WHSmith and Waterstones have poor Product Page Configuration WHSmith has the same generic Meta tags copied across all product Pages ! Waterstones has very minimal use of Metatags in its product pages
  20. 20. Technical Comparison 5 3
  21. 21. Product Page Web Usability Next , lets look at how the web usability of the product pages compares for the two retailers
  22. 22. 4
  23. 23. 7 Confuses the customer With too much choice
  24. 24. Product Page Web Usability Score 7 4 *Inverse ratio between scores and UID’s
  25. 25. Offline Store Events Next , lets look at how these two inform about their offline store events
  26. 26. Prominently Displayed Store Events
  27. 27. Low profile displays Of store events
  28. 28. Offline Store Events Score 3 2 *Inverse ratio between scores and UID’s
  29. 29. Influencing the Customer Next , lets look at how these two try to influence their customers
  30. 30. Cross Selling Customer Influencing Customer Informing Customer Choice
  31. 31. Cross Selling Customer Informing Customer Choice
  32. 32. Influencing the Customer Score 5 3
  33. 33. Product page meta tags need to be optimised and modified Website design needs to be enhanced with more features for Conversion. Menus need to be streamlined Image and description quality need to be improved (In some cases product images were missing altogether !) Can benefit from intelligent search.. At the moment the customer needs to enter the exact spelling of the book or it doesn't return with a result 1 2 3 4 Some Recommendations- WHSmith The above modification should result in increased traffic and conversion while reducing the need for PPC, saving costs. 5
  34. 34. Home page meta tags need to be optimised and modified Product Descriptions need to be optimized on the product pages Can benefit from Price monitoring.. It was found that Generally waterstones prices are higher than other online sellers for the same book (including whsmiths prices) 1 2 3 Some Recommendations- Waterstones The above modification should result in increased traffic and conversion while reducing the need for PPC, saving costs.
  35. 35. Lastly a look at innovative stuff other book retailers are doing to capture eyeballs
  36. 36. Podcasts Subscriptions Book Charts Blogs and Communities Games Loyalty Cards
  37. 37. Need more info? Need Web Usability Studies and Benchmark comparisons done for your sites? Contact Onida today london | germany | bangalore Jay Sharma Director Business Development Onida Design 56, Henley Wood Reading RG6 7EE Mail: [email_address] Mb: +44 (0) 7786198839

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