Following evaluation by four key usability categories in previews post (http://www.gargasz.info/evaluation-of-user-experience-of-an-ecommerce-websites/) we’ve rated each e-store in the scale from -1 to 2:

-1 – Proven to repeal visitors

0 – Feature not present

0.5 – Feature present but poorly executed

1 – Feature is functional

2 – Features is executed exceptionally well

 

Usability categories The o2/Tesco/Three/Meteor/Vodafone

O2

Tesco

Three

Meteor

Vodafone

Trustmark

0.5

0

0

0

0

Explain the meaning of safety mechanisms

0

0

0

0

0

Effort/easiness

0

0

0

0

0

Privacy policy – easy to find, easy to read

1

0

0

1

1

Customer service availability

0

0

0

0

0

FAQ & KB

0

0

0

1

0

Comparison shopping

1

1

1

1

1

Consistent branding

1

1

1

1

1

Clear shipping (or/and other) charges

0.5

0.5

0.5

1

0.5

Return Policy and Guarantees

1

0.5

0.5

0.5

1

Ethical concerns

0

0

0

0

0

Overall  credibility

5.5

3

3

5.5

4.5

Search engines (organic)[1]

1

1

0.5

1

0.5

Site search

1

0.5

0.5

0.5

2

Refine results

1

0

1

0

1

Sort search results

0

0

0

1

0

Most popular in search

0

0

0

0

0

Highest or lowest price

0

0

0

0

0

Newest item

0

0

0

1

0

Product preview

0

0

0

0

1

Overall search

3

1.5

2

3.5

4.5

Navigation

Navigation located on the top

1

1

1

1

1

Drop-down menus

1

1

1

1

1

Breadcrumb

1

0

1

0

1

Familiarity

1

1

1

1

1

Terminology

1

1

1

1

1

Filter/categorization

1

1

1

1

1

Preview option

0

0

0

0

1

Descriptive labels

1

1

1

1

1

Overall navigation

7

6

7

6

8

Clear product page

1

0.5

0

1

1

Speed

1

1

1

1

1

Focus on product

1

1

1

1

0

Information

1

1

1

1

1

Flexibility

0

0

0

1

0

Mobile friendly

0

1

1

1

0

Pick color

0

0

0

1

1

Pick quantity

0

0

0

0

0

images (more than 1)

1

1

1

0

1

Stock photos (- score)

0

0

0

0

0

Clear about company page

1

1

1

1

1

Thumbnails

0

1

0

0

0

Zoom images

0

0

0

1

1

Videos

1

0

0

0

1

user reviews

1

0

0

0

1

User ratings

1

0

1

0

1

User feedback

0

0

0

0

0

Related products

0

0

1

1

0

Shipping rates

1

1

0

1

1

Store policies

1

1

0.5

1

1

Call to action

0

0

1

1

0

Overall product page

10

9

9.5

12

11

Simple checkout

-1

-1

-1

-1

-1

Do not make customers to register

1

1

1

1

1

Long sign up form (- score)

-1

-1

-1

-1

1

Identify users with their e-mail

1

1

1

1

1

inline field validation

0

1

1

1

0

Required fields

1

1

1

0

1

Variety of payment method and providers (2-5)

0

0

0

0

0

Steps of ordering (no more than 5)

0

0

0

0

0

Lock-in convenience

0

0

0

0

0

Gift Giving Experience (personal note, wrapping)

0

0

0

0

0

Pop ups & advertisement

-1

0

0

0

0

Breadcrumbs

1

1

0

1

1

Common user queries & help

1

0.5

0

1

0.5

Error Messages

0.5

0.5

0

1

0.5

Order verification summary

1

1

0.5

1

1

Order verification summary- delivered cost

1

1

1

1

1

Back or/and cancel option

1

0

1

0

1

Order verification summary – clear place order option

1

1

1

1

1

The expected delivery date

-

-

-

-

-

The order number

2

1

1

1

1

Overall checkout

8.5

8

6.5

8

10

Overall score

34

27.5

28

35

38

mobile-ecommerce-shop

Variation of prices and plans combined with complexity of navigation and ordering process makes experience rather difficult. In some cases lack or structure and consistency is confusing. Finding focus on the product (in our case scenario handset) is difficult and information presented is more marketing then expert oriented. Feels like those providers are trying to hide certain information regarding plans & handset price making the experience “uncertain”. However credit has to be given to Meteor where their website was most useful from this angle.

Three product page layout stands out from the rest with unusual layout where by flipping between the tabs on each checkout pages it took additional (unnecessary) time to find right information.

All 5 websites have too long purchase process. Often to hit order confirmation page user have to spend couple of minutes filling out few forms, going to add-ons etc. For instance Three page even shown pop-up error when hit next in step 3 of 6 to checkout that you must add free add-on. Where for on o2 website I got (no-return button) error when hit get price on product page.

Although some providers had search or product page mobile ready, whole experience (all pages) were not fully optimized for mobile devices.

 

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