The most significant drops in usability were seen from Marks & Spencer, which dropped from a score of 81 per cent last year to 55 per cent , and John Lewis , falling from 71 per cent to 62 per cent. Boots also fared badly, dropping from seventh place in ranking to sixteenth.
Webcredible director Trenton Moss has blamed complacency and misdirected resources as more than 50 per cent of high street retailers' web sites offered poorer customer experience this Christmas compared to last.
Most of the brands that fared badly have undergone major site redesigns this year. Moss added: "These report findings indicate that they have focused more on the front end design rather than the customer experience." Marks & Spencer recently redesigned switching to an Amazon platform.
Webcredible warns that online retailers stand to lose £100 million in revenue this Christmas, despite online sales revenue this Christmas predicted to top £10.3 billion (Source: IMRG).
Success stories included HMV, which achieved the highest score of 70 per cent, and Game, climbing from 18th place to second place in this year's rankings.
Criteria used in the report include browsing and navigation, the checkout process, searching and product display pages.
Click this link to download the full report:
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