Game tops online shopping basket study

The study, conducted by online optimisation consultancy Logan Tod, rated each retailer's overall performance in 12 key categories. Video games retailer Game topped the list with a score of 67 %, with clothing storeRiver Island finishing last, due to compulsory downloading of specific flash files. John Lewis (60 %) and Amazon (53 %) complete the top three whilst next highest are Apple, ebuyer and Littlewoods, all with 47 %. At the other end of the spectrum, market giants such as PC World (20 %), O2 (13 %) and Ikea (13 %) brought up the rear. Overall, the average score across all 30 is an underwhelming 34 %. The evaluation criteria includes examining whether the sites offered such key elements as product images, a list of recently viewed items, availability of products, security logos and 'continue shopping' links displayed less prominently than the 'checkout' button. Although the majority of sites have web analytics present, and product images displayed, other basics are still missing in many cases. For instance, 40% of the websites do not have 'persistent' baskets lasting more than just a few hours if at all, while confirmation of availability and handling/delivery costs are present in only 33 % of the sites. Even 'recently viewed items,' displayed on other pages such as product listings on many sites, is absent in all but three cases. Matthew Tod, chief executive at Logan Tod, said: "The low scores from these e-commerce leaders are quite surprising, especially when you consider the sums of money involved in setting up and running their websites. Retailers need to be acutely aware of how their baskets are performing and the effect it is having on their online sales."