JuxtConsult Web Connect Snapshot - Online Shopping Category March 2008

8/14/2019 JuxtConsult Web Connect Snapshot - Online Shopping Category March 2008

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Online ShoppingMarch 2008

Web Connect - Category level Snapshot

How user-friendly is your website vis--vis the key competing websites

among the category users


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The first user-response based syndicated research study tracking user friendliness of

popular websites at the category level on a quarterly basis

Rating and ranking of websites using 19 distinct generic parameters that measures

both the user friendliness and satisfactory usage experience of a website

Measures the accessibility, appeal, navigability and usage satisfaction index of

the website vis--vis the key competitive websites in the category

Additional ratings and ranking of websites using 12 distinct shopping relatedparameters that measures the transaction, delivery and refund friendliness of

an e-commerce website

Eventually measures the overall website user friendliness (WUF) Index of the

website benchmarked against the key competitive websites in the category

Study Overview


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Websites Tested

Ebay

Rediff Shopping

Indiatimes Shopping

Futurebzaar

Indiaplaza


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User Friendliness Measuring Schema

Ease of Usage Usage Satisfaction

1. Browser Compatibility2. Download Time

Ease of Access

Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment

16. Timeliness of task completion

17. Quality of usage experience

18. Perceived sense of security in usage

19. Brand preference creation

10. Ease of locating task info

11. Ease of conducting the task

12. Navigation flow between pages

13. Navigational cues and helps

14. Error recovery15. Customer responsiveness

User Friendly Interface User Friendly Experience

Website User Friendliness

Accessibility Index Navigability Index Satisfaction Index

3. Distinctive in identity (branding)

4. Presentation of content (layout)

5. Aesthetics (color, text, graphics)

6. User identification with the site

7. Ease of comprehension

8. Relevance of content9. Relative quality of content

Design Appeal

Site is likeable and relevant

Appeal Index

User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX)

Category Level Website User Friendliness Index (WUF)


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Shopping Friendliness Measuring Schema

Refund Experience

Refund process is well understoodand smooth

9. Display/ease of locating refund policy

10. Comprehension of refund policy

11. Timeliness of refunds

12. Adequacy of refund amount

Shopping Friendliness Index

Refund Friendliness Index

1. Successful transaction completion

2. Ease of transacting

3. Comprehension of charges and prices

4. Adequacy of payment options5. Sense of security while transacting

6. Promptness of transaction confirmation

Transaction Experience

Transacting on the site is easy,smooth and secure

Transaction Friendliness Index

Category Level Shopping User Friendliness Index (SUF)

7. Timeliness of product/service delivery8. Appropriateness of delivery as per

specification

Delivery Experience

Delivery of product/service isefficient and adequate

Delivery Friendliness Index


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Overall Website User Friendliness*

Website WUF Index Relative Index

Ebay 10.9 100%

Rediff Shopping 9.8 90%

Indiatimes Shopping 9.0 83%

Futurebazaar 8.3 76%

Indiaplaza 8.3 76%

* Includes shopping friendliness index parameters as well


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WUF Ratings - Users vs. Non-Users

Ratings by Website Users only Ratings by Website Non-Users only

Ebay Ebay

Rediff Shopping Rediff ShoppingIndiatimes Shopping Indiaplaza

Futurebazaar Indiatimes Shopping

Indiaplaza Futurebazaar


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Top Websites by the 4 Sub Parameters

User FriendlinessSub Parameter

Rank 1 Website byUsers(WUF Index)

Rank 1 Website byNon-users(WUF Index)

Ease of Access Ebay Ebay

Design Appeal Ebay Ebay

Ease of Usage / Navigation Ebay Indiatimes Shopping

Usage Satisfaction Ebay Ebay

Shopping Friendliness Ebay -


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Website User Friendliness Perceptual Map

Online Shopping

.4.3.2.10.0-.1-.2

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0.0

-.1

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Attrib

ute

Brand

Usage Satisfaction

Hassle-free Navigation

Futurebazaar

IndiaplazaIndiatimes Shopping

Ebay

Ease of Access

Design Appeal

Rediff Shopping


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Methodology Online survey conducted using Google search ads (AdSense only)

Live ratings of websites by category users a websites current users and its

potential users (user of competitive websites)

Reporting sample of over 1,000 responses per category - 200 respondents per website

for top 5 websites in the category. For each website, half the respondents asked tosurf the homepage and half to perform/accomplish a relevant task on the website

Findings for Online Shopping category representative of 24 million online urban Indians

Data made representative of online Indians across SEC classes, age groups, income

groups and town classes (using appropriate 'demographic multipliers from JuxtConsult

India Online study)


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Respondent Profile Online ShoppingMarch 2008

Demographic Attributes Respondent Profile(Sample size 1,208)

Gender Male 83%Female 17%

Age Distribution Below 13 years Not included in study

13-18 years 9%

19-24 years 41%

25-35 years 35%36-45 years 11%

Above 45 years 4%

City Type Up to 1 Lakh 13%

(Population Size) 1-5 Lakhs 14%

5-10 Lakhs 27%Above 10 Lakhs 47%

City Type Metro 40%

(Market Size) Urban uptowns 11%

Emerging Towns 9%

Others 40%


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Respondent Profile Online ShoppingMarch 2008

Demographic AttributesRespondent Profile

(Sample size 1,208)

Region-wise Distribution North 24%East 10%

South 41%

West 25%

Socio-economic Classification SEC - A 26%

SEC - B 34%SEC - C 23%

SEC - D 12%

SEC - E 6%

Monthly Household Income Up to Rs. 10,000 38%

Rs. 10,000 Rs. 30,000 47%Rs. 30,000 Rs. 50,000 8%

Above Rs. 50,000 7%

Most Expensive Vehicle in the HH 4-wheeler 24%

2-wheeler 51%

Bi-cycle / others 11%Don't own any vehicle 14%


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1. Overall WUF ratings#of the top 5 websites in the category by current category users and non-

users (minimum 100 live test responses per website reported)

2. Comparative ratings of the user friendliness of their user interface (UFEX) as well as the

usage experience (UZEX)

3. Rating of each reported website on the 4 key website user-friendliness attributes (and the 16

individual parameters within these 4 attributes):

Accessibility (browser compatibility, download speed)

Appeal (distinctive looks, organized layout, aesthetics, user identification, distinctive content,

content relevance, ease of comprehension)

Navigability (ease of locating info, ease of conducting task, navigational cues, error recovery,

contactability/responsiveness)

Usage Satisfaction (task completion, adequacy of solution)

4. Overall rankings also reported by key consumer segments**

5. Relative rankings of the 19 attributes as considered important by users in choosing between

websites in the category

#all category level ratings are provided by respondents on a 5 point qualitative scale

** depending on the sufficiency of sample size of relevant respondents

Category Level User Friendliness Report


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JuxtConsult Website User Friendliness StudyPricing of Reports

* 12.36% service tax extra

Report One Time Report*(1 quarter report)

Annual Subscription*(4 quarterly reports)

Nos. Amount (Rs.) Nos. Amount (Rs.)

Category Level User Friendliness Report 1 150,000 per category 4 450,000 per category

Payment Terms : One time Reports - 100% advance: Annual Subscription - 50% advance, 50% before 3rd report

Delivery Timeline : First Report By first week March 2008: Quarterly Reports By 15th of the month after quarter ends

Report Delivery Format : PDF


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Contact Details

Address : 3, Kehar Singh Estate, 1st Floor, WestendMarg, Lane 2, Said-ul-Ajaib, New Delhi 110030

Telephone : +91-11-29535098, +91-9811256502

Contact Person : Sanjay Tiwari

Email : [email protected]

Website : www.juxtconsult.com


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Thank You!

Documents

JuxtConsult Web Connect Snapshot - Online Shopping Category March 2008