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Website Functionality Benchmark: Australian Consumer Electronics Retailers

Forrester Applies Its Website Functionality Benchmark Methodology To The Websites Of Five Australian Consumer Electronics Retailers

February 10, 2012

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  • By Steven Noble
  • with Zia Daniell Wigder,
  • Patti Freeman Evans,
  • Douglas Roberge,
  • Lily Varon

Why Read This Report

Consumer electronics retailers in Australia face many challenges, but online retail is booming despite the relatively modest feature set provided by most Australian sites. To dig deeper, Forrester applied its Website Functionality Benchmark methodology to the transactional sites provided by five Australian companies: Dick Smith, Harvey Norman, JB Hi-Fi, Kogan, and The Good Guys. The testing showed that these sites have considerable room for improvement, though Dick Smith, Harvey Norman, and The Good Guys deserve recognition for covering core search and navigation tactics; Dick Smith had the best checkout process in the review set; and all retailers stood out for best practice in at least one area. To move forward, each retailer should settle on a clear vision for the future that is well differentiated and creates value for its most profitable customers. From there, the company should test continuously while deploying key features to support that vision.

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Table of Contents

  • Forrester's Website Functionality Benchmark Methodology
  • Some Australian Sites Show Areas Of Significant Strength
  • All Australian Sites Have Significant Areas That Require Improvement

  • Australian Retailers Should Continually Test While Edging Toward A Vision
  • Supplemental Material
  • Related Research Documents