The online shopfront is a critical distribution channel, and understanding how your organisation stacks up against the competition is a vital piece of intelligence that you can use to drive sales and capture market share.
To this end, we recently pitted the online shopfronts of JB Hi-Fi and Harvey Norman against one another. Using our proprietary online usability tool, Loop11, we asked Australian online shoppers to undertake the same tasks on both sites, and then we compared the participants’ relative success. The tasks were to locate specific products and to use the site to find a store address (see Overall Results). The shoppers were also asked about their general satisfaction with the process on each site.
The results provide interesting food for thought for both retailers.
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