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1©2008 Keynote Systems, Inc. - Confidential.
Best practice in the design of UK Grocery Websites
Malcolm Otter
Director of Consulting EMEA
2©2008 Keynote Systems, Inc. - Confidential.
PharmaceuticalAutomotive
Retail
Financial Services
Technology & Telecom TravelPortals/Media
Business-to-Business
Keynote’s Experience: Over 5000 projects
3©2008 Keynote Systems, Inc. - Confidential.
Methodology: WebEffective Technology
4©2008 Keynote Systems, Inc. - Confidential.
Captures full user experience Attitudes and behavior Realistic task based approach Questioning based on behavior
Large samples Statistically significant findings Unlimited geographic reach
Easy and intuitive for participants Study completed in natural environment No moderator bias
Supports many types of research Quarterly benchmarking (WebTrack)
True Intent Site essentials Competitive Benchmarking Open Web Research Brand research Prototype testing, A/B testing
17 Global Languages• English• Spanish (Latin American)• Iberian Spanish• French• German• Italian• Dutch• Brazilian Portuguese• Russian• Japanese• Korean• Chinese Simplified• Chinese Traditional• Swedish• Norwegian• Danish• Finnish
New!
Methodology: WebEffective Technology
5©2008 Keynote Systems, Inc. - Confidential.
SERVICE LEVELS CUSTOMER EXPERIENCES
Measurement Agents Panelists
AvailabilityResponsiveness
BehaviorFeedback
KEYNOTE COMPETITIVE RESEARCH
Holistic View of Online Customer Experience
6©2008 Keynote Systems, Inc. - Confidential.
SITES EVALUATED: SAMPLE:
TIMING:
5 evaluations; 1,500 participants total 300 per site, UK online adults 18+ Either current online grocery shoppers or with an
intent to become and online grocery shopper in the near future.
Wave 1 evaluation period: January-February, 2008 Next study delivered: Winter 2009
Study Sites and Sample
7©2008 Keynote Systems, Inc. - Confidential.
1. Which grocery site has the strongest positive impact on:• Brand perception
• Conversion
• Customer satisfaction
2. What aspects of the online experience are most predictive of these positive business outcomes?
3. Which UK grocery sites are leading in these critical aspects and why? What is best practice?
4. Which approaches to design and content should the UK online grocers emulate? Which should they avoid?
Study Goals
8©2008 Keynote Systems, Inc. - Confidential.
6 Keynote experts analyse compiled data
to deliver actionable insights and
recommendations
5 WebEffective captures
participants’ real-life behaviors, goals,
thoughts & attitudes
4 Panelists visit web sites, perform tasks & answer questions with Keynote’s browser companion
2 Recruit a large, sample via intercept, panel or email
1 Formulate research strategy & objectives with the UK Grocery industry
3 Panelists access the web from their natural home or office environment
Study Process
9©2008 Keynote Systems, Inc. - Confidential.
• Each participant carried out 6 tasks:
1. Login / Register
2. Evaluate the Home Page
3. Browse and add items to trolley
4. Search and add items to trolley
5. Book delivery
6. Update, Review Trolley & Checkout
Study Tasks
10©2008 Keynote Systems, Inc. - Confidential.
Overview of ResultsOverall CE Index
Brand Impact IndexCustomer Satisfaction Index
Acquisition Impact Index
11©2008 Keynote Systems, Inc. - Confidential.
BottomSite
Top Sites
Keynote Overall CE Index comprises three indices:
• Customer Satisfaction
• Brand Impact
• Acquisition Impact
Differences of approximately 21 points or more are significant at the 90% confidence level
Waitrose
Asda
AGGREGATE
Sainsburys
Ocado
Tesco
540 560 580 600 620 640 660 680
Mean Score
544
616
626
655
655
657
Overall Customer Experience Index
12©2008 Keynote Systems, Inc. - Confidential.
BottomSite
Top Sites
Customer Satisfaction comprises 99 metrics including:
• Overall Satisfaction
• Overall Site Organisation
• Agree Rely on Site
• Agree Site Cares
• Agree In-Context Help Provided
• Options to Resolve Satisfaction
• Frustration Overall
• Sec Agree Feel Secure
• Sec Privacy/Security Satisfaction
• Look and Feel AppealDifferences of approximately 15 points or more are significant at the 90% confidence level
Customer Satisfaction Index
Waitrose
Asda
AGGREGATE
Tesco
Ocado
Sainsburys
670 690 710 730 750 770
Mean Score
680
716
732
750
754
759
13©2008 Keynote Systems, Inc. - Confidential.
BottomSites
Top Sites
Brand impact comprises:
• Impression of company based on site use
• Self-reported change in impression of company from using site
• Measured change in impression of company
• Brand keyword associations
• Perceived accuracy of site in reflecting company image
Differences of approximately 26 points or more are significant at the 90% confidence level
Waitrose
Asda
AGGREGATE
Tesco
Sainsburys
Ocado
380 400 420 440 460 480 500 520
Mean Score
391
458
470
490
500
511
Brand Impact
14©2008 Keynote Systems, Inc. - Confidential.
% of users who selected the following attributes to
describe the company pre experience
Comprehensive 23 10 26
Customer-focused 37 24 26
Expensive 2 38 41
Fun 16 3 5
Good value 83 10 31
Green 14 23 25
Helpful 50 19 31
High quality 24 41 61
Innovative 9 13 13
Online leader 9 8 4
Reliable 47 31 48
Trustworthy 39 23 42
As
da
Oc
ad
o
Sa
ins
bu
ry’s
Te
sc
o
Wa
itro
se
= Best performer(s)
= Worst performer(s)
Brand Detail: Word Association (pre-visit)
15©2008 Keynote Systems, Inc. - Confidential.
% of users who selected the following attributes to
describe the company pre experience
Comprehensive 36 42 47
Customer-focused 36 43 39
Expensive 2 41 32
Fun 15 17 10
Good value 76 24 36
Green 18 42 21
Helpful 42 48 57
High quality 28 57 58
Innovative 15 32 21
Online leader 18 22 25
Reliable 42 34 47
Trustworthy 33 25 36
As
da
Oc
ad
o
Sa
ins
bu
ry’s
Te
sc
o
Wa
itro
se
= Best performer(s)
= Worst performer(s)
“The option to choose a ‘green’ van is particularly innovative. I'm impressed
by the delivery charges.”
“It's really helpful having the links to the main pages for each
category listed at the top of the page at all times.”
Brand Detail: Word Association (post-visit)
16©2008 Keynote Systems, Inc. - Confidential.
Drivers, Best Practices, and Opportunities
17©2008 Keynote Systems, Inc. - Confidential.
Business Impact Drivers
= The highest partial correlation of driver to index
1. Organisation & Navigation
Relationship to Brand Impact
Relationship to Conversion Impact
TOP IMPACT DRIVERS BRAND IMPACTCONVERSION
IMPACT
3. Purchase Process
7. Visual Appeal
8. Ease of Booking Delivery
5. Environmental Consciousness
6. Product Interest
4. Delivery Service Satisfaction
2. Price Satisfaction
9. Search Satisfaction
10. Perceived Site Performance
18©2008 Keynote Systems, Inc. - Confidential.
Driver Rankings
RANKOrganisation
and NavigationPrice
SatisfactionPurchase process
Delivery Service
Satisfaction
Environmental consciousness
1 Sainsbury’s Asda Sainsbury’s Ocado Ocado
2 Tesco Tesco Tesco Asda Tesco
3 Asda Sainsbury’s Ocado Tesco Sainsbury’s
4 ? ? ? ? ?
5 ? ? ? ? ?
19©2008 Keynote Systems, Inc. - Confidential.
#1 Driver: Organisation and Navigation
Waitrose
Ocado
AGGREGATE
Asda
Tesco
Sainsburys
680 690 700 710 720 730 740 750 760 770
Mean Score
693
714
727
728
742
758
Top Sites
BottomSites
Key metrics:
• How appealing is the site's home page?
• Overall, how appealing is the "look and feel" of this site?
• Based on the home page you just viewed, how interested are you in exploring other parts of the site?
• Overall, how would you rate the organisation of this site?
• How helpful is the site's home page for understanding what you are able to do on the site and what the site has to offer?
• What aspects of the homepage are appealing (examples: How the information is organised, the amount of information on the home page)
20©2008 Keynote Systems, Inc. - Confidential.
Success Rates: Browse and add to basket
Waitrose
Ocado
AGGREGATE
Tesco
Asda
Sainsburys
70 74 78 82 86 90 94
Percentage "Yes"
74.0
85.3
86.2
89.0
90.7
92.0
Were you able to browse and add all of these groceries to your trolley?
- Yes- Only some of them- No
Top Sites
BottomSites
21©2008 Keynote Systems, Inc. - Confidential.
“Each tab opens a menu, and then a sub menu so very easy to navigate.”
“Very easy to use this facility as it brought up
each category as I clicked on the products I needed.”
22©2008 Keynote Systems, Inc. - Confidential.
Success Rates: Search and add to basket
Waitrose
Asda
AGGREGATE
Sainsburys
Tesco
Ocado
78 80 82 84 86 88 90 92 94 96 98
Percentage "Yes"
80.0
87.0
87.6
87.7
88.3
95.0
Were you able to search and add all of these groceries to your trolley?
- Yes- Only some of them- No
23©2008 Keynote Systems, Inc. - Confidential.
“Easy to view trolley and its
contents at all times of shopping experience.”
“Lots of subsections which helps to narrow down your
product quickly.”
“I miss spelt ice cream and it still came up with the correct search.”
24©2008 Keynote Systems, Inc. - Confidential.
Product Photos: Frustration
Tesco
Asda
AGGREGATE
Waitrose
Ocado
Sainsburys
2 4 6 8 10 12 14 16 18 20
Percentage Who Checked Choice
17.0
7.0
6.3
4.3
2.7
0.7
Which of the following problems or frustrations, if any, did you encounter during this task? [Tick all that apply]
Product photos were insufficient, poor quality or unavailable
25©2008 Keynote Systems, Inc. - Confidential.
Perceived Site Performance
Asda
Waitrose
AGGREGATE
Tesco
Sainsburys
Ocado
910 920 930 940 950 960 970 980 990
Mean Score
920
935
957
962
983
984
Which of the following problems or frustrations, if any, did you encounter? [Tick all that apply]
Site was slow/ encountered errors
26©2008 Keynote Systems, Inc. - Confidential.
Responsiveness
Index
Reliability
Index
Avg. High Speed Response Response Time Consistency Geographic Uniformity Load Handling
Availability Outage Hours
Actual Site Performance; 6 Key Factors
27©2008 Keynote Systems, Inc. - Confidential.
Site Score RankWaitrose 988 1ASDA 846 2Ocado 841 3Sainsbury 669 4Tesco 448 5
Overall Reliability
Site Score RankTesco 854 1Sainsbury 802 2Ocado 749 3Waitrose 547 4ASDA 264 5
Overall Responsivness
Overall Rankings
28©2008 Keynote Systems, Inc. - Confidential.
There was a large gap between the best and poorest performing sites
Availability was poor on a few of the sites, with the worst site reporting 3% peak period failures, meaning 3% of the time users would be unable to shop for groceries online
Most of the sites were showing strains of a capacity issue (not being able to handle the load on the site without slowing down)
One site in particular slowed down each day by almost 40%, indicating that the site was not managing capacity effectively
Outages (major downtime) plagued several sites, with the poorest performing reporting 25 hours of peak period downtime
Industry Findings: Technical performance
29©2008 Keynote Systems, Inc. - Confidential.
This study using Keynote’s technologies including WebEffective took a holistic view of online customer experience.
Currently no UK Grocery site is showing dominating in terms of best practice online customer experience. Some sites performing well in particular areas e.g. Sainsbury’s in terms of design and organisation Tesco in terms of technical responsiveness Ocado in terms of delivery service
Considerable opportunities for all to improve the online customer experience in terms of: Brand Usability Satisfaction Conversion rates Speed Availability
Overall Summary
30©2008 Keynote Systems, Inc. - Confidential.
Full study available for purchase. Other UK Studies include: Banking Prospects Online Grocery Car Insurance Mobile Operators Car Rental Credit Card Travel (COMING SOON)
USA Studies Financial Services (Banking Customers,
Banking prospects, Credit Cards…) Travel (Hotels, Airlines, Car rentals, Cruises…) E-commerce (Computer Hardware,
Electronics…) Telecoms (Mobile Operators) Search (Global, China..)
Custom Projects
Stand 480
Further research: Insights for your industry / company
31©2008 Keynote Systems, Inc. - Confidential.
Questions?
32©2008 Keynote Systems, Inc. - Confidential.
#3 Driver: Purchase Process
Waitrose
AGGREGATE
Asda
Ocado
Tesco
Sainsburys
880 890 900 910 920 930 940 950 960 970
Mean Score
892
934
939
940
943
956
Example metrics:
• Clear which items were in the trolley
• Clear how to change quantities of items in the trolley
• Clear how to add items to the trolley
• Not difficult to view all the items in the trolley
• Not too many steps to check out
33©2008 Keynote Systems, Inc. - Confidential.
Q46: Objective Question
Waitrose
Ocado
AGGREGATE
Tesco
Asda
Sainsburys
70 74 78 82 86 90 94
Percentage "Yes"
74.0
85.3
86.2
89.0
90.7
92.0
Were you able to find and add all of these groceries to your trolley?
- Yes- Only some of them- No
34©2008 Keynote Systems, Inc. - Confidential.
Q48: Satisfaction
Waitrose
Ocado
AGGREGATE
Tesco
Asda
Sainsburys
30 35 40 45 50 55 60 65 70
Percentage Who Selected 6 or 7 (1-7 Scale)
31.3
49.0
51.2
55.3
55.7
64.7
While trying to complete this task, how satisfied were you with this site?
1 = Not at all satisfied 7 = Extremely satisfied
35©2008 Keynote Systems, Inc. - Confidential.
Q52: Problems
Waitrose
Tesco
Asda
AGGREGATE
Ocado
Sainsburys
4 6 8 10 12 14 16 18
Percentage Who Checked Choice
16.7
12.3
12.3
11.9
11.7
6.3
Which of the following problems or frustrations, if any, did you encounter during this task? [Tick all that apply]
Product description was not detailed enough
36©2008 Keynote Systems, Inc. - Confidential.
Q52: Problems
Asda
Waitrose
Tesco
AGGREGATE
Sainsburys
Ocado
2 4 6 8 10 12 14 16 18
Percentage Who Checked Choice
16.0
9.3
8.0
7.5
2.7
1.7
Which of the following problems or frustrations, if any, did you encounter during this task? [Tick all that apply]
Site was slow/ encountered errors
37©2008 Keynote Systems, Inc. - Confidential.
#4 Driver: Delivery Service Satisfaction
Waitrose
Sainsburys
AGGREGATE
Tesco
Asda
Ocado
540 560 580 600 620 640 660 680
Mean Score
544
590
611
616
632
671Key metrics:
•Were you able to book a deliver time?
•How difficult or easy was it to book a delivery?
•While trying to book a delivery, how satisfied were you with the following on SITE?
•Which of the following problems or frustrations, if any, did you encounter during this (BOOK DELIVERY) task?
38©2008 Keynote Systems, Inc. - Confidential.
Q52: Problems
Waitrose
Ocado
AGGREGATE
Tesco
Sainsburys
Asda
11 13 15 17 19 21 23
Percentage Who Checked Choice
20.7
18.7
16.5
16.3
14.0
13.0
Which of the following problems or frustrations, if any, did you encounter during this task? [Tick all that apply]
Product categories were confusing
39©2008 Keynote Systems, Inc. - Confidential.
Delivery - Ocado
• “I thought booking delivery was excellent. It was really clear how to book the delivery. I loved that there are green bookings telling you a van is in your area and the delivery prices are really good in comparison to other supermarkets.”
•“Easy to shop online, cheap delivery costs and excellent delivery slot choices.”
•“I liked the idea of being able to order a green delivery; easy to determine green deliveries from ordinary deliveries and those which are unavailable…delivery seemed very good value.”
40©2008 Keynote Systems, Inc. - Confidential.
OPPORTUNITY: Brand Perception
Asda
AGGREGATE
Ocado
Tesco
Sainsburys
Waitrose
12 14 16 18 20 22 24 26 28 30 32
Percentage Who Checked Choice
14.0
23.1
23.3
24.3
24.7
29.3
Which of the following characteristics, if any, do you associate with COMPANY? [Tick all that apply]
Green
41©2008 Keynote Systems, Inc. - Confidential.
Deliverables
42©2008 Keynote Systems, Inc. - Confidential.
Keynote CustomerScope Results Portal
43©2008 Keynote Systems, Inc. - Confidential.
Keynote CustomerScope Results Portal
44©2008 Keynote Systems, Inc. - Confidential.
Competitive Research Deliverables
EXECUTIVE PRESENTATIONIndividually customised, 75+ slide PowerPoint
report presented live by Keynote consultant:
Key takeaways Industry insights Site rankings Drivers / key performance factors Best practices Customised recommendations
For expansion packages, presentation is customized to include expansion site(s) data comparisons.
RAW DATAAccess to all data collected on each site:
Service Level – 1 Excel file per site:• Detailed responsiveness statistics • Detailed reliability statistics
Customer Experience – 1 online report per site: Filtering, segmentation Cross-tabs and automated correlations Automated comment clustering and search Individual and aggregated clickstreams Data download
AGGREGATED ANALYSIS REPORT100+ slide PowerPoint report:
Segmentations Web norms Research panel profile
DETAILED METRICS REPORTSTwo 100+ slide PowerPoint reports with aggregated
quantitative metrics for all sites:
Results for 40 key performance metrics Technical page design data Page by page performance metrics Behavioral metrics for each task Responses for all quantitative questions
45©2008 Keynote Systems, Inc. - Confidential.
Overall Customer Experience by Quality Sensitivity
Waitrose
Asda
AGGREGATE
Ocado
Sainsburys
Tesco
460 500 540 580 620 660 700 740
Mean Score
506594
623612
605646
599705
635674
662646
n=170
n=130
n=178
n=122
n=832
n=668
n=162
n=138
n=159
n=141
n=163
n=137
More SensitiveLess Sensitive
46©2008 Keynote Systems, Inc. - Confidential.
Overall Customer Experience by Price Sensitivity
Waitrose
Asda
AGGREGATE
Ocado
Sainsburys
Tesco
500 540 580 620 660 700
Mean Score
568529
598628
628620
673632
651654
651657
n=112
n=188
n=97
n=203
n=542
n=958
n=114
n=186
n=106
n=194
n=113
n=187
More SensitiveLess Sensitive
47©2008 Keynote Systems, Inc. - Confidential.
Overall Customer Experience by User Type
Waitrose
Asda
AGGREGATE
Ocado
Sainsburys
Tesco
520 560 600 640 680
Mean Score
541597
599652
606650
643679
652656
597666
n=284
n=16
n=188
n=112
n=1006
n=494
n=258
n=42
n=227
n=73
n=49
n=251
Existing CustomersNon Customers
48©2008 Keynote Systems, Inc. - Confidential.
Purchase Process by Gender
Waitrose
AGGREGATE
Asda
Ocado
Tesco
Sainsburys
870 890 910 930 950 970
Mean Score
887895
933934
939939
940940
940944
963953
n=103
n=197
n=497
n=1003
n=104
n=196
n=96
n=204
n=101
n=199
n=93
n=207
FemaleMale
49©2008 Keynote Systems, Inc. - Confidential.
Delivery Service Satisfaction by Price Sensitivity
Waitrose
Sainsburys
AGGREGATE
Tesco
Asda
Ocado
500 540 580 620 660 700 740
Mean Score
548541
595587
627601
642600
639629
710647
n=112
n=188
n=106
n=194
n=542
n=958
n=113
n=187
n=97
n=203
n=114
n=186
More SensitiveLess Sensitive
50©2008 Keynote Systems, Inc. - Confidential.
Environment Consciousness by User Type
Asda
Waitrose
Sainsburys
AGGREGATE
Tesco
Ocado
250 300 350 400 450 500
Mean Score
266277
319434
357336
337373
289380
457440
n=188
n=112
n=284
n=16
n=227
n=73
n=1006
n=494
n=49
n=251
n=258
n=42
Existing CustomersNon Customers
51©2008 Keynote Systems, Inc. - Confidential.
Product Interest by Quality Sensitivity
Asda
Waitrose
Tesco
AGGREGATE
Sainsburys
Ocado
560 580 600 620 640 660 680
Mean Score
581583
570612
600593
593617
606627
609670
n=178
n=122
n=170
n=130
n=163
n=137
n=832
n=668
n=159
n=141
n=162
n=138
More SensitiveLess Sensitive
52©2008 Keynote Systems, Inc. - Confidential.
Search Satisfaction by User Type
Asda
Waitrose
AGGREGATE
Tesco
Sainsburys
Ocado
700 740 780 820 860 900 940
Mean Score
732771
801913
823869
816878
872891
896894
n=188
n=112
n=284
n=16
n=1006
n=494
n=49
n=251
n=227
n=73
n=258
n=42
Existing CustomersNon Customers
53©2008 Keynote Systems, Inc. - Confidential.
Environment Consciousness
Asda
Waitrose
Sainsburys
AGGREGATE
Tesco
Ocado
240 280 320 360 400 440 480
Mean Score
270
325
352
353
365
454
54©2008 Keynote Systems, Inc. - Confidential.
Visual Appeal
Asda
Waitrose
AGGREGATE
Tesco
Ocado
Sainsburys
420 440 460 480 500 520 540 560 580
Mean Score
431
506
513
531
536
561
55©2008 Keynote Systems, Inc. - Confidential.
Ease of Booking Delivery
Waitrose
AGGREGATE
Ocado
Asda
Sainsburys
Tesco
820 860 900 940 980
Mean Score
833
940
954
962
969
981