How Satisfied Are UK Consumers With eCommerce Experiences?

March 12th, 2009

Jonathan Browne

With contributors:

Bruce Temkin , Joost van Kruijsdijk , Angela Beckers

Summary

Forrester asked nearly 3,000 UK consumers how satisfied they were when using 19 top UK eCommerce Web sites across two industries: retail and travel. On average, consumers were satisfied with their experiences, but there's still room for improvement. Amazon had the highest satisfaction rates, while Dell came in at the bottom. Consumers cited difficulty in finding the products they were looking for and a lack of desired products on the sites they visited as the main problems they encountered. Firms should focus on fixing usability problems and conduct regular usability testing to improve satisfaction rates.

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