Web Connect - Category level Snapshot

How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

Online Shopping
March 2008

Study Overview
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-à-vis the key competitive websites in the category Additional ratings and ranking of websites using 12 distinct ‘shopping related’ parameters 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

Websites Tested
• Ebay • Rediff Shopping • Indiatimes Shopping • Futurebzaar • Indiaplaza

User Friendliness Measuring Schema
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 content 9. Relative quality of content 10. Ease of locating task info 11. Ease of conducting the task 12. Navigation flow between pages 13. Navigational cues and helps 14. Error recovery 15. Customer responsiveness


1. Browser Compatibility 2. Download Time

16. Timeliness of task completion 17. Quality of usage experience 18. Perceived sense of security in usage 19. Brand preference creation

Site is easily accessible

Site is likeable and relevant

Site is easy to use with hassle-free navigation

Site delivers task accomplishment

Ease of Access
Accessibility Index

Design Appeal
Appeal Index

Ease of Usage
Navigability Index

Usage Satisfaction
Satisfaction Index

User Friendly Interface
User Friendly Interface Index (UFEX)

User Friendly Experience
User Friendly Experience Index (UZEX)

Website User Friendliness
Category Level Website User Friendliness Index (WUF)

Shopping Friendliness Measuring Schema
1. Successful transaction completion 2. Ease of transacting 3. Comprehension of charges and prices 4. Adequacy of payment options 5. Sense of security while transacting 6. Promptness of transaction confirmation


7. Timeliness of product/service delivery 8. Appropriateness of delivery as per specification

9. Display/ease of locating refund policy 10. Comprehension of refund policy 11. Timeliness of refunds 12. Adequacy of refund amount

Transacting on the site is easy, smooth and secure

Delivery of product/service is efficient and adequate

Refund process is well understood and smooth

Transaction Experience
Transaction Friendliness Index

Delivery Experience
Delivery Friendliness Index

Refund Experience
Refund Friendliness Index

Shopping Friendliness Index
Category Level Shopping User Friendliness Index (SUF)

Overall Website User Friendliness*
Ebay Rediff Shopping Indiatimes Shopping Futurebazaar Indiaplaza

WUF Index
10.9 9.8 9.0 8.3 8.3

Relative Index
100% 90% 83% 76% 76%

* Includes ‘shopping friendliness’ index parameters as well

WUF Ratings - Users vs. Non-Users
Ratings by Website Users only
Ebay Rediff Shopping Indiatimes Shopping Futurebazaar Indiaplaza

Ratings by Website Non-Users only
Ebay Rediff Shopping Indiaplaza Indiatimes Shopping Futurebazaar

Top Websites by the 4 Sub Parameters
User Friendliness Sub Parameter
Ease of Access Design Appeal Ease of Usage / Navigation Usage Satisfaction Shopping Friendliness

Rank 1 Website by Users
(WUF Index)

Rank 1 Website by Non-users
(WUF Index)

Ebay Ebay Ebay Ebay Ebay

Ebay Ebay Indiatimes Shopping Ebay -

Website User Friendliness Perceptual Map
Online Shopping

Design Appeal
.1 Ebay

Rediff Shopping 0.0

Ease of Access


Hassle-free Navigation
Indiatimes Shopping




Usage Satisfaction
-.2 -.2 -.1 0.0 .1 .2 .3 .4


• • Online survey conducted using Google search ads (AdSense only) ‘Live’ ratings of websites by category users – a website’s 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 to ‘surf 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)

• •

Respondent Profile – Online Shopping
March 2008
Demographic Attributes
Gender Age Distribution Male Female Below 13 years 13-18 years 19-24 years 25-35 years 36-45 years Above 45 years City Type (Population Size) Up to 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs City Type (Market Size) Metro Urban uptowns Emerging Towns Others

Respondent Profile
(Sample size – 1,208)

83% 17% Not included in study 9% 41% 35% 11% 4% 13% 14% 27% 47% 40% 11% 9% 40%

Respondent Profile – Online Shopping
March 2008
Demographic Attributes
Region-wise Distribution North East South West Socio-economic Classification SEC - A SEC - B SEC - C SEC - D SEC - E Monthly Household Income Up to Rs. 10,000 Rs. 10,000 – Rs. 30,000 Rs. 30,000 – Rs. 50,000 Above Rs. 50,000 Most Expensive Vehicle in the HH 4-wheeler 2-wheeler Bi-cycle / others Don't own any vehicle

Respondent Profile
(Sample size – 1,208)

24% 10% 41% 25% 26% 34% 23% 12% 6% 38% 47% 8% 7% 24% 51% 11% 14%

Category Level User Friendliness Report
1. 2. 3. Overall WUF ratings# of the top 5 websites in the category by current category users and nonusers (minimum 100 live test responses per website reported) Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the ‘usage experience’ (UZEX) Rating of each reported website on the 4 key website user-friendliness attributes (and the 16 individual parameters within these 4 attributes): • • • • 4. 5. 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,

Usage Satisfaction (task completion, adequacy of solution)

Overall rankings also reported by key consumer segments** 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

JuxtConsult Website User Friendliness Study
Pricing of Reports


One Time Report*
(1 quarter report) Nos. Amount (Rs.) 150,000
per category

Annual Subscription*
(4 quarterly reports) Nos. 4 Amount (Rs.) 450,000
per category

Category Level User Friendliness Report


• •

Payment Terms Delivery Timeline

: One time Reports - 100% advance : Annual Subscription - 50% advance, 50% before 3rd report : First Report – By first week March 2008 : Quarterly Reports – By 15th of the month after quarter ends

Report Delivery Format


* 12.36% service tax extra

Contact Details
• Address :
3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone • Contact Person • Email • Website

: : : :

+91-11-29535098, +91-9811256502

Sanjay Tiwari sanjay@juxtconsult.com www.juxtconsult.com

Thank You!

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