1©2008 Keynote Systems, Inc. - Confidential. Best practice in the design of UK Grocery Websites Malcolm Otter Director of Consulting EMEA

1©2008 Keynote Systems, Inc. - Confidential.

Best practice in the design of UK Grocery Websites

Malcolm Otter

Director of Consulting EMEA


PharmaceuticalAutomotive

Retail

Financial Services

Technology & Telecom TravelPortals/Media

Business-to-Business

Keynote’s Experience: Over 5000 projects

http://www.hondacars.com/

http://www.autotrader.com/?ac_afflt=none

http://www.ford.com/en/links/General/www_fordvehicles_com/

http://www.hasbro.com/

http://www.sixcontinentshotels.com/h/d/6c/home

http://www.mori.com/

http://search.aol.co.uk/web_idx

http://www.argos.co.uk/


Methodology: WebEffective Technology


Captures full user experience Attitudes and behavior Realistic task based approach Questioning based on behavior

Large samples Statistically significant findings Unlimited geographic reach

Easy and intuitive for participants Study completed in natural environment No moderator bias

Supports many types of research Quarterly benchmarking (WebTrack)

True Intent Site essentials Competitive Benchmarking Open Web Research Brand research Prototype testing, A/B testing

17 Global Languages• English• Spanish (Latin American)• Iberian Spanish• French• German• Italian• Dutch• Brazilian Portuguese• Russian• Japanese• Korean• Chinese Simplified• Chinese Traditional• Swedish• Norwegian• Danish• Finnish

New!

Methodology: WebEffective Technology


SERVICE LEVELS CUSTOMER EXPERIENCES

Measurement Agents Panelists

AvailabilityResponsiveness

BehaviorFeedback

KEYNOTE COMPETITIVE RESEARCH

Holistic View of Online Customer Experience


SITES EVALUATED: SAMPLE:

TIMING:

5 evaluations; 1,500 participants total 300 per site, UK online adults 18+ Either current online grocery shoppers or with an

intent to become and online grocery shopper in the near future.

Wave 1 evaluation period: January-February, 2008 Next study delivered: Winter 2009

Study Sites and Sample


1. Which grocery site has the strongest positive impact on:• Brand perception

• Conversion

• Customer satisfaction

2. What aspects of the online experience are most predictive of these positive business outcomes?

3. Which UK grocery sites are leading in these critical aspects and why? What is best practice?

4. Which approaches to design and content should the UK online grocers emulate? Which should they avoid?

Study Goals


6 Keynote experts analyse compiled data

to deliver actionable insights and

recommendations

5 WebEffective captures

participants’ real-life behaviors, goals,

thoughts & attitudes

4 Panelists visit web sites, perform tasks & answer questions with Keynote’s browser companion

2 Recruit a large, sample via intercept, panel or email

1 Formulate research strategy & objectives with the UK Grocery industry

3 Panelists access the web from their natural home or office environment

Study Process


• Each participant carried out 6 tasks:

1. Login / Register

2. Evaluate the Home Page

3. Browse and add items to trolley

4. Search and add items to trolley

5. Book delivery

6. Update, Review Trolley & Checkout

Study Tasks


Overview of ResultsOverall CE Index

Brand Impact IndexCustomer Satisfaction Index

Acquisition Impact Index


BottomSite

Top Sites

Keynote Overall CE Index comprises three indices:

• Customer Satisfaction

• Brand Impact

• Acquisition Impact

Differences of approximately 21 points or more are significant at the 90% confidence level

Waitrose

Asda

AGGREGATE

Sainsburys

Ocado

Tesco

540 560 580 600 620 640 660 680

Mean Score

544

616

626

655

655

657

Overall Customer Experience Index


BottomSite

Top Sites

Customer Satisfaction comprises 99 metrics including:

• Overall Satisfaction

• Overall Site Organisation

• Agree Rely on Site

• Agree Site Cares

• Agree In-Context Help Provided

• Options to Resolve Satisfaction

• Frustration Overall

• Sec Agree Feel Secure

• Sec Privacy/Security Satisfaction

• Look and Feel AppealDifferences of approximately 15 points or more are significant at the 90% confidence level

Customer Satisfaction Index

Waitrose

Asda

AGGREGATE

Tesco

Ocado

Sainsburys

670 690 710 730 750 770

Mean Score

680

716

732

750

754

759


BottomSites

Top Sites

Brand impact comprises:

• Impression of company based on site use

• Self-reported change in impression of company from using site

• Measured change in impression of company

• Brand keyword associations

• Perceived accuracy of site in reflecting company image

Differences of approximately 26 points or more are significant at the 90% confidence level

Waitrose

Asda

AGGREGATE

Tesco

Sainsburys

Ocado

380 400 420 440 460 480 500 520

Mean Score

391

458

470

490

500

511

Brand Impact


% of users who selected the following attributes to

describe the company pre experience

Comprehensive 23 10 26

Customer-focused 37 24 26

Expensive 2 38 41

Fun 16 3 5

Good value 83 10 31

Green 14 23 25

Helpful 50 19 31

High quality 24 41 61

Innovative 9 13 13

Online leader 9 8 4

Reliable 47 31 48

Trustworthy 39 23 42

As

da

Oc

ad

o

Sa

ins

bu

ry’s

Te

sc

o

Wa

itro

se

= Best performer(s)

= Worst performer(s)

Brand Detail: Word Association (pre-visit)


% of users who selected the following attributes to

describe the company pre experience

Comprehensive 36 42 47

Customer-focused 36 43 39

Expensive 2 41 32

Fun 15 17 10

Good value 76 24 36

Green 18 42 21

Helpful 42 48 57

High quality 28 57 58

Innovative 15 32 21

Online leader 18 22 25

Reliable 42 34 47

Trustworthy 33 25 36

As

da

Oc

ad

o

Sa

ins

bu

ry’s

Te

sc

o

Wa

itro

se

= Best performer(s)

= Worst performer(s)

“The option to choose a ‘green’ van is particularly innovative. I'm impressed

by the delivery charges.”

“It's really helpful having the links to the main pages for each

category listed at the top of the page at all times.”

Brand Detail: Word Association (post-visit)


Drivers, Best Practices, and Opportunities


Business Impact Drivers

= The highest partial correlation of driver to index

1. Organisation & Navigation

Relationship to Brand Impact

Relationship to Conversion Impact

TOP IMPACT DRIVERS BRAND IMPACTCONVERSION

IMPACT

3. Purchase Process

7. Visual Appeal

8. Ease of Booking Delivery

5. Environmental Consciousness

6. Product Interest

4. Delivery Service Satisfaction

2. Price Satisfaction

9. Search Satisfaction

10. Perceived Site Performance


Driver Rankings

RANKOrganisation

and NavigationPrice

SatisfactionPurchase process

Delivery Service

Satisfaction

Environmental consciousness

1 Sainsbury’s Asda Sainsbury’s Ocado Ocado

2 Tesco Tesco Tesco Asda Tesco

3 Asda Sainsbury’s Ocado Tesco Sainsbury’s

4 ? ? ? ? ?

5 ? ? ? ? ?


#1 Driver: Organisation and Navigation

Waitrose

Ocado

AGGREGATE

Asda

Tesco

Sainsburys

680 690 700 710 720 730 740 750 760 770

Mean Score

693

714

727

728

742

758

Top Sites

BottomSites

Key metrics:

• How appealing is the site's home page?

• Overall, how appealing is the "look and feel" of this site?

• Based on the home page you just viewed, how interested are you in exploring other parts of the site?

• Overall, how would you rate the organisation of this site?

• How helpful is the site's home page for understanding what you are able to do on the site and what the site has to offer?

• What aspects of the homepage are appealing (examples: How the information is organised, the amount of information on the home page)


Success Rates: Browse and add to basket

Waitrose

Ocado

AGGREGATE

Tesco

Asda

Sainsburys

70 74 78 82 86 90 94

Percentage "Yes"

74.0

85.3

86.2

89.0

90.7

92.0

Were you able to browse and add all of these groceries to your trolley?

- Yes- Only some of them- No

Top Sites

BottomSites


“Each tab opens a menu, and then a sub menu so very easy to navigate.”

“Very easy to use this facility as it brought up

each category as I clicked on the products I needed.”


Success Rates: Search and add to basket

Waitrose

Asda

AGGREGATE

Sainsburys

Tesco

Ocado

78 80 82 84 86 88 90 92 94 96 98

Percentage "Yes"

80.0

87.0

87.6

87.7

88.3

95.0

Were you able to search and add all of these groceries to your trolley?



“Easy to view trolley and its

contents at all times of shopping experience.”

“Lots of subsections which helps to narrow down your

product quickly.”

“I miss spelt ice cream and it still came up with the correct search.”


Product Photos: Frustration

Tesco

Asda

AGGREGATE

Waitrose

Ocado

Sainsburys

2 4 6 8 10 12 14 16 18 20

Percentage Who Checked Choice

17.0

7.0

6.3

4.3

2.7

0.7

Which of the following problems or frustrations, if any, did you encounter during this task? [Tick all that apply]

Product photos were insufficient, poor quality or unavailable


Perceived Site Performance

Asda

Waitrose

AGGREGATE

Tesco

Sainsburys

Ocado

910 920 930 940 950 960 970 980 990

Mean Score

920

935

957

962

983

984

Which of the following problems or frustrations, if any, did you encounter? [Tick all that apply]

Site was slow/ encountered errors


Responsiveness

Index

Reliability

Index

Avg. High Speed Response Response Time Consistency Geographic Uniformity Load Handling

Availability Outage Hours

Actual Site Performance; 6 Key Factors


Site Score RankWaitrose 988 1ASDA 846 2Ocado 841 3Sainsbury 669 4Tesco 448 5

Overall Reliability

Site Score RankTesco 854 1Sainsbury 802 2Ocado 749 3Waitrose 547 4ASDA 264 5

Overall Responsivness

Overall Rankings


There was a large gap between the best and poorest performing sites

Availability was poor on a few of the sites, with the worst site reporting 3% peak period failures, meaning 3% of the time users would be unable to shop for groceries online

Most of the sites were showing strains of a capacity issue (not being able to handle the load on the site without slowing down)

One site in particular slowed down each day by almost 40%, indicating that the site was not managing capacity effectively

Outages (major downtime) plagued several sites, with the poorest performing reporting 25 hours of peak period downtime

Industry Findings: Technical performance


This study using Keynote’s technologies including WebEffective took a holistic view of online customer experience.

Currently no UK Grocery site is showing dominating in terms of best practice online customer experience. Some sites performing well in particular areas e.g. Sainsbury’s in terms of design and organisation Tesco in terms of technical responsiveness Ocado in terms of delivery service

Considerable opportunities for all to improve the online customer experience in terms of: Brand Usability Satisfaction Conversion rates Speed Availability

Overall Summary


Full study available for purchase. Other UK Studies include: Banking Prospects Online Grocery Car Insurance Mobile Operators Car Rental Credit Card Travel (COMING SOON)

USA Studies Financial Services (Banking Customers,

Banking prospects, Credit Cards…) Travel (Hotels, Airlines, Car rentals, Cruises…) E-commerce (Computer Hardware,

Electronics…) Telecoms (Mobile Operators) Search (Global, China..)

Custom Projects

Stand 480

Further research: Insights for your industry / company


Questions?


#3 Driver: Purchase Process

Waitrose

AGGREGATE

Asda

Ocado

Tesco

Sainsburys

880 890 900 910 920 930 940 950 960 970

Mean Score

892

934

939

940

943

956

Example metrics:

• Clear which items were in the trolley

• Clear how to change quantities of items in the trolley

• Clear how to add items to the trolley

• Not difficult to view all the items in the trolley

• Not too many steps to check out


Q46: Objective Question

Waitrose

Ocado

AGGREGATE

Tesco

Asda

Sainsburys

70 74 78 82 86 90 94

Percentage "Yes"

74.0

85.3

86.2

89.0

90.7

92.0

Were you able to find and add all of these groceries to your trolley?



Q48: Satisfaction

Waitrose

Ocado

AGGREGATE

Tesco

Asda

Sainsburys

30 35 40 45 50 55 60 65 70

Percentage Who Selected 6 or 7 (1-7 Scale)

31.3

49.0

51.2

55.3

55.7

64.7

While trying to complete this task, how satisfied were you with this site?

1 = Not at all satisfied 7 = Extremely satisfied


Q52: Problems

Waitrose

Tesco

Asda

AGGREGATE

Ocado

Sainsburys

4 6 8 10 12 14 16 18


16.7

12.3

12.3

11.9

11.7

6.3


Product description was not detailed enough


Q52: Problems

Asda

Waitrose

Tesco

AGGREGATE

Sainsburys

Ocado

2 4 6 8 10 12 14 16 18


16.0

9.3

8.0

7.5

2.7

1.7


Site was slow/ encountered errors


#4 Driver: Delivery Service Satisfaction

Waitrose

Sainsburys

AGGREGATE

Tesco

Asda

Ocado

540 560 580 600 620 640 660 680

Mean Score

544

590

611

616

632

671Key metrics:

•Were you able to book a deliver time?

•How difficult or easy was it to book a delivery?

•While trying to book a delivery, how satisfied were you with the following on SITE?

•Which of the following problems or frustrations, if any, did you encounter during this (BOOK DELIVERY) task?


Q52: Problems

Waitrose

Ocado

AGGREGATE

Tesco

Sainsburys

Asda

11 13 15 17 19 21 23


20.7

18.7

16.5

16.3

14.0

13.0


Product categories were confusing


Delivery - Ocado

• “I thought booking delivery was excellent. It was really clear how to book the delivery. I loved that there are green bookings telling you a van is in your area and the delivery prices are really good in comparison to other supermarkets.”

•“Easy to shop online, cheap delivery costs and excellent delivery slot choices.”

•“I liked the idea of being able to order a green delivery; easy to determine green deliveries from ordinary deliveries and those which are unavailable…delivery seemed very good value.”


OPPORTUNITY: Brand Perception

Asda

AGGREGATE

Ocado

Tesco

Sainsburys

Waitrose

12 14 16 18 20 22 24 26 28 30 32


14.0

23.1

23.3

24.3

24.7

29.3

Which of the following characteristics, if any, do you associate with COMPANY? [Tick all that apply]

Green


Deliverables


Keynote CustomerScope Results Portal


Keynote CustomerScope Results Portal


Competitive Research Deliverables

EXECUTIVE PRESENTATIONIndividually customised, 75+ slide PowerPoint

report presented live by Keynote consultant:

Key takeaways Industry insights Site rankings Drivers / key performance factors Best practices Customised recommendations

For expansion packages, presentation is customized to include expansion site(s) data comparisons.

RAW DATAAccess to all data collected on each site:

Service Level – 1 Excel file per site:• Detailed responsiveness statistics • Detailed reliability statistics

Customer Experience – 1 online report per site: Filtering, segmentation Cross-tabs and automated correlations Automated comment clustering and search Individual and aggregated clickstreams Data download

AGGREGATED ANALYSIS REPORT100+ slide PowerPoint report:

Segmentations Web norms Research panel profile

DETAILED METRICS REPORTSTwo 100+ slide PowerPoint reports with aggregated

quantitative metrics for all sites:

Results for 40 key performance metrics Technical page design data Page by page performance metrics Behavioral metrics for each task Responses for all quantitative questions


Overall Customer Experience by Quality Sensitivity

Waitrose

Asda

AGGREGATE

Ocado

Sainsburys

Tesco

460 500 540 580 620 660 700 740

Mean Score

506594

623612

605646

599705

635674

662646

n=170

n=130

n=178

n=122

n=832

n=668

n=162

n=138

n=159

n=141

n=163

n=137

More SensitiveLess Sensitive


Overall Customer Experience by Price Sensitivity

Waitrose

Asda

AGGREGATE

Ocado

Sainsburys

Tesco

500 540 580 620 660 700

Mean Score

568529

598628

628620

673632

651654

651657

n=112

n=188

n=97

n=203

n=542

n=958

n=114

n=186

n=106

n=194

n=113

n=187



Overall Customer Experience by User Type

Waitrose

Asda

AGGREGATE

Ocado

Sainsburys

Tesco

520 560 600 640 680

Mean Score

541597

599652

606650

643679

652656

597666

n=284

n=16

n=188

n=112

n=1006

n=494

n=258

n=42

n=227

n=73

n=49

n=251

Existing CustomersNon Customers


Purchase Process by Gender

Waitrose

AGGREGATE

Asda

Ocado

Tesco

Sainsburys

870 890 910 930 950 970

Mean Score

887895

933934

939939

940940

940944

963953

n=103

n=197

n=497

n=1003

n=104

n=196

n=96

n=204

n=101

n=199

n=93

n=207

FemaleMale


Delivery Service Satisfaction by Price Sensitivity

Waitrose

Sainsburys

AGGREGATE

Tesco

Asda

Ocado

500 540 580 620 660 700 740

Mean Score

548541

595587

627601

642600

639629

710647

n=112

n=188

n=106

n=194

n=542

n=958

n=113

n=187

n=97

n=203

n=114

n=186



Environment Consciousness by User Type

Asda

Waitrose

Sainsburys

AGGREGATE

Tesco

Ocado

250 300 350 400 450 500

Mean Score

266277

319434

357336

337373

289380

457440

n=188

n=112

n=284

n=16

n=227

n=73

n=1006

n=494

n=49

n=251

n=258

n=42



Product Interest by Quality Sensitivity

Asda

Waitrose

Tesco

AGGREGATE

Sainsburys

Ocado

560 580 600 620 640 660 680

Mean Score

581583

570612

600593

593617

606627

609670

n=178

n=122

n=170

n=130

n=163

n=137

n=832

n=668

n=159

n=141

n=162

n=138



Search Satisfaction by User Type

Asda

Waitrose

AGGREGATE

Tesco

Sainsburys

Ocado

700 740 780 820 860 900 940

Mean Score

732771

801913

823869

816878

872891

896894

n=188

n=112

n=284

n=16

n=1006

n=494

n=49

n=251

n=227

n=73

n=258

n=42



Environment Consciousness

Asda

Waitrose

Sainsburys

AGGREGATE

Tesco

Ocado

240 280 320 360 400 440 480

Mean Score

270

325

352

353

365

454


Visual Appeal

Asda

Waitrose

AGGREGATE

Tesco

Ocado

Sainsburys

420 440 460 480 500 520 540 560 580

Mean Score

431

506

513

531

536

561


Ease of Booking Delivery

Waitrose

AGGREGATE

Ocado

Asda

Sainsburys

Tesco

820 860 900 940 980

Mean Score

833

940

954

962

969

981

Documents

1©2008 Keynote Systems, Inc. - Confidential. Best practice in the design of UK Grocery Websites Malcolm Otter Director of Consulting EMEA