Online Store Benchmarking

We developed and used the following process:

  1. Establish search criteria.
  2. Develop a metrics scorecard.
  3. Conduct the evaluation.
  4. Map out purchase process flow issues.
  5. Purchase products.
  6. Total the scores.
  7. Recommend improvements.

Recommendations were supported by annotated screen captures. Recommendations were detailed in an overall recommendations/assessment document that lists good and confusing aspects of navigation by area and category. It also noted best practices that reinforced what appeared to work well within the site.

A meeting was conducted with the online merchant to share key findings and deliver recommendations on online store improvement as it related to category profitability. Store executives, buyers, merchandisers, and members of the IT department attended the meeting, because all have an influence on the online store design.

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