E-commerce in Spain has learned how to attract visitors and increase traffic to its portals. This is one of the conclusions drawn from a study carried out by Xperience Consulting on the usability of e-commerce for the Christmas campaign. According to Clint Leifert, business development director at Xperience Consulting, "the key now is to improve conversion rates, a particularly delicate challenge in times of crisis."
The study is a comparison between the bc data vietnam main e-commerce websites (Carrefour, El Corte Inglés, Fnac, PC City, Pixmania, Redcoon), which has been carried out by experts in usability and user experience from the consultancy firm. Each portal analysed has been evaluated in 30 aspects related to the user experience in e-commerce stores.
“There is no clear winner among the main players in e-commerce in Spain, but rather a group of four leaders,” says Sara López, Consulting Manager at Xperience Consulting. “Each of them has their strengths in different aspects of usability and user experience. In general, there is also plenty of room for improvement,” she says.
The “Navigation and search” category was the one in which all the portals analysed showed the greatest room for improvement, as none of them exceeded the median score (the highest was barely 25 out of 40). According to Sara López, “even small inconsistencies in navigation can lead users to become disoriented, thus significantly increasing the abandonment rate.