House of Fraser tops website usability ranking

House of Fraser remained the UK’s top e-tailer with the most usable website for the third year in a row in Practicology’s annual Website Usability Report, a list dominated by fashion retailers.

New Look moved into second place this year, while Asos fell to third. Other fashion retailers in the mix include John Lewis, Littlewoods, Marks & Spencer, Debenhams, Topshop, Next, Very, River Island and Sports Direct. Boohoo was the only new entry this year, entering the rankings at 18.

House of Fraser retained its top spot due to a number of factors contributing to its overall score, including a market-leading delivery proposition. Practicology also found that the retailer’s website is strong on search and findability, product information and imagery, as well as information and functionality provided in the bag before checkout.

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Practicology said positive aspects of the Debenhams experience include guest checkout and an improved delivery and returns proposition. It has also introduced new fulfilment options, and lets customers return items to convenience stores offering the Parcelshop service, as well as to its own stores.

Commenting on the report, Practicology CEO Martin Newman said: “Desktop ecommerce site design and user experience is still crucial. While mobile is grabbing most of the headlines – and an increasing proportion of visits and spend – we must remember that desktop sites still account for a significant proportion of sales. In addition, improved user experience on the desktop should feed through into a brand’s mobile experience and vice versa.”



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