The company will hold a conference at 11am on 29 October in Theatre 1. The Observatory, which is run in partnership with Ciao Surveys, is based on an original blend of quantitative and qualitative behavioural studies centred upon the actual experience of 1,000 online consumers.
The e-Performance Observatory offers an independent, objective assessment based on the actual experience of web surfers, who are tested under real-life conditions of website use. The results are not just based on declarative data or the opinions of a web expert: in providing a new perspective founded upon actual behavioural patterns, this new-generation observatory enhances existing frames of reference in terms of traffic, audience, or any other declarative customer-satisfaction survey.
The IMRG e-CSI Index (European Customer Satisfaction Index) regularly assesses online shopping satisfaction. The September 2008 e-CSI Index reveals high satisfaction with shopping online (79%), delivery of products by online retailers (80%), the range of products available online (84%) and the help available on websites when users have a query (76%). However, these measurements take into account issues of shipping, delivery times and customer service, but not the user’s actual online experience.
The Top 50 E-commerce sites in the UK are regularly listed on search engines according to the number of pages viewed, unique visitors or their visibility (IMRG Hitwise Hot Shops List each quarter). Such a measurement set of references would be operationally worthless if it were translated into a ‘bricks and mortar’ distribution model.
Taking a different approach, Sitemorse™ tests and rates website performance on basic issues such as broken links, missing images, the inclusion of titles on pages for search engine optimisation and accessibility. In the latest Sitemorse™ site-performance test (August 2008) many of the big online names are at the bottom of the ratings.
So, why are some of the most successful e-commerce sites on the internet able to get away with such low scores? Do performance measures like this not actually matter when it comes to achieving online sales?
The e-Performance Observatory assesses websites according to 10 metrics: quality/reliability, trust/security, product offer, available information, image before, image after, perceived performance, measured performance, usability and loyalty-generating potential.
The first study carried out by the e-Performance Observatory focused on the five main French online supermarkets. The average performance rate was 55%, which indicates that only just over half of web surfers succeed in achieving the assigned tasks.
A sample of 1,000 individuals, reflecting online-store target demographics and carefully selected by Ciao, was recruited over a period of six weeks. Each online store was assessed by a range of users, including existing customers, customers of other online stores and prospective customers, all of whom had visited an online store more than once over the previous 18 months; 60% of participants had previously made an online purchase, of whom 38% had done so in the previous month.
YUSEO (yuseo.com), which is headquartered in Paris (France) with offices in Lille (France) and Brussels (Belgium), is a leading specialist in the ergonomics of interactive systems. It has been collecting and analysing information about user behaviour on various interfaces used in customer relations for eight years. YUSEO will take part in the E-Commerce trade show, which will be held in London (UK) from 28 to 29 October 2008 (Booth 214). YUSEO will hold a conference at 11am on 29 October 2008 in Theatre 1.
About Ciao Surveys
Ciao Surveys (ciao-surveys.com) provides a comprehensive range of solutions in internet polling, including online data-collection sampling, programming, translation and management. The company has millions of members worldwide who regularly participate in paid surveys, making it the leading and most diversified proprietary panel in the online market survey sector. Ciao Surveys GmbH, a Greenfield Online subsidiary since 2005, runs its European business from Munich (Germany).