Liz Earle is UK consumers' favourite website for user experience

By

Barbara Santamaria

Published
Nov 13, 2018

Specialist skincare brand Liz Earle has topped a ranking of the best online shops according to a panel of more than 10,000 consumers, while Littlewoods.com is considered one of the worst.

According to a survey by consumer group Which?, online shoppers are more satisfied when websites are quick and easy to use, with timely and convenient delivery, high-quality goods and helpful customer service.

The responses were used to calculate a customer score for each website, revealing the ranking of the best and worst online shops.

Ads

Liz Earle.com topped the ranking with a 94% score, followed by outdoor brand Rohan, Cornish clothing label Seasalt, and two electronics retailers in joint second place.

Other top-scorers include JohnLewis.com and men’s clothing retailer Charles Tyrwhitt.

Meanwhile, Littlewoods.com, JD Sports, Dorothy Perkins and Sports Direct were named in the ten worst online shops, with scores ranging from 68% to 61%. Sitting at the bottom is homeware retailer Homebase.co.uk.

“The online shops with the happiest customers tend to be the ones that offer a personal service, quality items, and deliver quickly and conveniently,” said Harry Rose, editor at Which?.

“Where the big players are lacking, either with poor service or confusing websites, smaller more specialised online retailers have seized the opportunity to make their mark and give shoppers exactly what they want.

“Websites that are quick and easy to use, with friendly customer service and a smooth returns process are likely to encourage customers back time and again. Whether it’s at small, independent stores or online behemoths such as Amazon and eBay, a slick, personalised experience is key to getting it right online.”