John Lewis provides the best customer experience across 22 high street and pure play retailers when tested over six key categories.
In a wide-ranging survey that included hundreds of individual site surveys and purchases, John Lewis ranked best for site navigation, shopping basket and checkout experiences across its main site, mobile site and app, according a study by eDigital Research.
'All three of John Lewis’s digital channels ranked highest for their navigation and search facilities. Surveyors raved about the clearly defined menu options and ‘accordion’ mobile menu style functionality, making John Lewis’s vast and extensive product range easily accessible no matter what digital channels customers are using,' eDigital Research said.
'Innovations across channels such as Price Matching, Click & Collect and Store Postcode Search featured prominently in John Lewis’ feedback,' it said.
Department store rivals Marks & Spencer and House of Fraser ranked second and third overall with other key measures including homepage, search function and product pages.
But Amazon fell three places from top to fourth place in the bi-annual report after its overall score dropped from 87 per cent last time to 85 per cent. Amazon ranked best for its search facility but scored less highly on navigation.
The most improved site was Asda which increased its score from 76 per cent to 82 per cent.
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