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Website Functionality Benchmark 2010: US Outdoor Outfitters

Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Five Top Outdoor Apparel Brands

February 17, 2011

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  • By Patti Freeman Evans
  • with Benjamin Zeidler,
  • Andrea Carini,
  • Douglas Roberge

Why Read This Report

Forrester evaluated the websites of the five largest US outdoor retailers — Lands' End, L.L.Bean, Eddie Bauer, Orvis, and Sierra Trading Post — using our Website Functionality Benchmark (WFB) methodology. The results: L.L.Bean was the clear winner, as it was the only retailer to pass every category of tests. However, all sites (including L.L.Bean) faced problems, even surrounding some concepts our research shows are important to consumers; namely, a deeper quick view feature or the ability to shop from a video.

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  • Forrester's Website Functionality Benchmark Criteria

Also in Collection: Retail And Travel Website Functionality Benchmarks

Table of Contents

  • Forrester's Methodology Includes Strict Requirements And A Battery Of Exams
  • US Outdoor Retailers Excel On Site Basics But Advanced Features Could Improve
  • Despite Overall Similarity, Each Site Stands Out In Particular Categories

  • Once Basics Are Mastered, Focus On Upper-Level Features And Differentiation
  • Supplemental Material
  • Related Research Documents

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