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
¾ The first user-response based syndicated research study tracking ‘user friendliness’ of
popular websites at the category level on a quarterly basis

¾ Rating and ranking of websites using 19 distinct ‘generic’ parameters that measures
both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website

¾ Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of

the website vis-à-vis the key competitive websites in the category

¾ 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

¾ 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
1. Browser Compatibility 8. Relevance of content
2. Download Time 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
©
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 Design Appeal Ease of Usage Usage Satisfaction

Accessibility Index Appeal Index Navigability Index Satisfaction Index

User Friendly Interface User Friendly Experience

User Friendly Interface Index (UFEX) 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
9. Display/ease of locating refund policy
7. Timeliness of product/service delivery 10. Comprehension of refund policy
8. Appropriateness of delivery as per 11. Timeliness of refunds
specification 12. Adequacy of refund amount

Transacting on the site is easy, Delivery of product/service is Refund process is well understood
smooth and secure efficient and adequate and smooth

Transaction Experience Delivery Experience Refund Experience

Transaction Friendliness Index Delivery Friendliness Index Refund Friendliness Index

Shopping Friendliness Index

Category Level Shopping User Friendliness Index (SUF)
Overall Website User Friendliness*
Website WUF Index Relative Index

Ebay 10.9 100%

Rediff Shopping 9.8 90%
Indiatimes Shopping 9.0 83%
Futurebazaar 8.3 76%
Indiaplaza 8.3 76%

* Includes ‘shopping friendliness’ index parameters as well

WUF Ratings - Users vs. Non-Users

Ratings by Website Users only Ratings by Website Non-Users only

Ebay Ebay
Rediff Shopping Rediff Shopping
Indiatimes Shopping Indiaplaza
Futurebazaar Indiatimes Shopping
Indiaplaza Futurebazaar
Top Websites by the 4 Sub Parameters

Rank 1 Website by Rank 1 Website by

User Friendliness Users Non-users
Sub Parameter (WUF Index) (WUF Index)

Ease of Access Ebay Ebay

Design Appeal Ebay Ebay

Ease of Usage / Navigation Ebay Indiatimes Shopping

Usage Satisfaction Ebay Ebay

Shopping Friendliness Ebay -

Website User Friendliness Perceptual Map
Online Shopping
.2

Design Appeal

Ebay
.1

Rediff Shopping
Futurebazaar
0.0
Ease of Access
Hassle-free Navigation

Indiatimes Shopping
Attribute

-.1 Indiaplaza

Usage Satisfaction

-.2

-.2 -.1 0.0 .1 .2 .3 .4

Brand
 Methodology
• 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 Respondent Profile

(Sample size – 1,208)
Gender Male 83%
Female 17%
Age Distribution Below 13 years Not included in study
13-18 years 9%
19-24 years 41%
25-35 years 35%
36-45 years 11%
Above 45 years 4%
City Type Up to 1 Lakh 13%
(Population Size) 1-5 Lakhs 14%
5-10 Lakhs 27%
Above 10 Lakhs 47%
City Type Metro 40%
(Market Size) Urban uptowns 11%
Emerging Towns 9%
Others 40%
Respondent Profile – Online Shopping
March 2008
Respondent Profile
Demographic Attributes (Sample size – 1,208)
Region-wise Distribution North 24%
East 10%
South 41%
West 25%
Socio-economic Classification SEC - A 26%
SEC - B 34%
SEC - C 23%
SEC - D 12%
SEC - E 6%
Monthly Household Income Up to Rs. 10,000 38%
Rs. 10,000 – Rs. 30,000 47%
Rs. 30,000 – Rs. 50,000 8%
Above Rs. 50,000 7%
Most Expensive Vehicle in the HH 4-wheeler 24%
2-wheeler 51%
Bi-cycle / others 11%
Don't own any vehicle 14%
Category Level User Friendliness Report
1. Overall WUF ratings# of the top 5 websites in the category by current category users and non-
users (minimum 100 live test responses per website reported)
2. Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the
‘usage experience’ (UZEX)
3. Rating of each reported website on the 4 key website user-friendliness attributes (and the 16
individual parameters within these 4 attributes):
• 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,
contactability/responsiveness)

• Usage Satisfaction (task completion, adequacy of solution)

4. Overall rankings also reported by key consumer segments**
5. 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

Report One Time Report* Annual Subscription*

(1 quarter report) (4 quarterly reports)
Nos. Amount (Rs.) Nos. Amount (Rs.)
Category Level User Friendliness Report 1 150,000 per category 4 450,000 per category

• Payment Terms : One time Reports - 100% advance

: Annual Subscription - 50% advance, 50% before 3rd report

• Delivery Timeline : First Report – By first week March 2008

: Quarterly Reports – By 15th of the month after quarter ends

• Report Delivery Format : PDF

* 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 : +91-11-29535098, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!