Juxt Web Connect Online Snapshot
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The document outlines a study on website user friendliness conducted in March 2008, assessing the user experience of popular websites through an online survey of 1,000 respondents per category. It evaluates 19 parameters related to accessibility, appeal, navigability, and usage satisfaction, leading to a benchmarked user friendliness (WUF) index for key websites in various categories, including generic portals and online shopping. Additionally, the findings include demographic profiles of respondents along with comparative ratings of top websites within the specified parameters.
Juxt Web Connect Online Snapshot
- 1. Generic Portals March 2008 Web Connect - Category level Snapshot How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users
- 2. The first user-response based syndicated research study tracking ‘user friendliness’ of popular websites at the category level on a quarterly basis Rating and ranking of websites using 19 distinct parameters that measures both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of the website vis-à-vis the key competitive websites in the category Eventually measures the overall ‘website user friendliness’ (WUF) Index of the website benchmarked against the key competitive websites in the category Study Overview
- 3. 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 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 Generic Portal category representative of 25 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)
- 4. User Friendliness Measuring Schema Ease of Usage Usage Satisfaction 1. Browser Compatibility 2. Download Time Ease of Access Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment 16. Timeliness of task completion 17. Quality of usage experience 18. Perceived sense of security in usage 19. Brand preference creation 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 User Friendly Interface User Friendly Experience Website User Friendliness Accessibility Index Navigability Index Satisfaction Index © 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 8. Relevance of content 9. Relative quality of content Design Appeal Site is likeable and relevant Appeal Index User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX) Category Level Website User Friendliness Index (WUF)
- 5. Websites Tested Yahoo MSN Rediff Indiatimes Sify AOL
- 6. Overall Website User Friendliness* * Includes live ratings by website’s own users as well as users of competitive websites Website WUF Index Relative Index Rediff 7.04 100 Yahoo 6.88 98 Indiatimes 6.54 93 Sify 6.38 91 AOL 6.21 88 MSN 5.37 76
- 7. WUF Ratings - Users vs. Non-Users Ratings by Website Users only Ratings by Website Non-Users only Yahoo Rediff Rediff Indiatimes AOL Sify Indiatimes Yahoo Sify AOL MSN MSN
- 8. Top Websites by the 4 Sub Parameters User Friendliness Sub Parameter Rank 1 Website by Users (WUF Index) Rank 1 Website by Non-users (WUF Index) Ease of Access Rediff Rediff Design Appeal Rediff Rediff Ease of Usage / Navigation Yahoo Rediff Usage Satisfaction Rediff Indiatimes
- 9. Website User Friendliness Perceptual Map Generic Portals .3 .2 .1 0.0 -.1 -.2 .2 .1 0.0 -.1 -.2 Attribute Brand Ease of Usage Design Appeal AOL Indiatimes Yahoo Ease of Access MSN Sify Rediff Usage Satisfaction
- 10. Respondent Profile – Generic Portals March 2008 Demographic Attributes Respondent Profile (Sample size – 1,325) Gender Male 83% Female 17% Age Distribution Below 13 years Not included in study 13-18 years 20% 19-24 years 43% 25-35 years 24% 36-45 years 8% Above 45 years 6% City Type Up to 1 Lakh 27% (Population Size) 1-5 Lakhs 18% 5-10 Lakhs 12% Above 10 Lakhs 44% City Type Metro 37% (Market Size) Urban uptowns 8% Emerging Towns 4% Others 51%
- 11. Respondent Profile – Generic Portals March 2008 Demographic Attributes Respondent Profile (Sample size – 1,325) Region-wise Distribution North 22% East 11% South 40% West 26% Socio-economic Classification SEC - A 25% SEC - B 33% SEC - C 23% SEC - D 13% SEC - E 7% Monthly Household Income Up to Rs. 10,000 50% Rs. 10,000 – Rs. 30,000 32% Rs. 30,000 – Rs. 50,000 6% Above Rs. 50,000 12% Most Expensive Vehicle in the HH 4-wheeler 15% 2-wheeler 41% Bi-cycle / others 19% Don't own any vehicle 25%
- 12. Online Shopping March 2008 Web Connect - Category level Snapshot How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users
- 13. The first user-response based syndicated research study tracking ‘user friendliness’ of popular websites at the category level on a quarterly basis Rating and ranking of websites using 19 distinct ‘generic’ parameters that measures both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of the website vis-à-vis the key competitive websites in the category 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 Eventually measures the overall ‘website user friendliness’ (WUF) Index of the website benchmarked against the key competitive websites in the category Study Overview
- 14. 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)
- 15. User Friendliness Measuring Schema Ease of Usage Usage Satisfaction 1. Browser Compatibility 2. Download Time Ease of Access Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment 16. Timeliness of task completion 17. Quality of usage experience 18. Perceived sense of security in usage 19. Brand preference creation 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 User Friendly Interface User Friendly Experience Website User Friendliness Accessibility Index Navigability Index Satisfaction Index © 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 8. Relevance of content 9. Relative quality of content Design Appeal Site is likeable and relevant Appeal Index User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX) Category Level Website User Friendliness Index (WUF)
- 16. Shopping Friendliness Measuring Schema © Refund Experience Refund process is well understood and smooth 9. Display/ease of locating refund policy 10. Comprehension of refund policy 11. Timeliness of refunds 12. Adequacy of refund amount Shopping Friendliness Index Refund Friendliness Index 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 Transaction Experience Transacting on the site is easy, smooth and secure Transaction Friendliness Index Category Level Shopping User Friendliness Index (SUF) 7. Timeliness of product/service delivery 8. Appropriateness of delivery as per specification Delivery Experience Delivery of product/service is efficient and adequate Delivery Friendliness Index
- 17. Websites Tested Ebay Rediff Shopping Indiatimes Shopping Futurebzaar Indiaplaza
- 18. Overall Website User Friendliness* * Includes ‘shopping friendliness’ index parameters as well 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%
- 19. 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
- 20. Top Websites by the 4 Sub Parameters User Friendliness Sub Parameter Rank 1 Website by Users (WUF Index) Rank 1 Website by Non-users (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 -
- 21. Website User Friendliness Perceptual Map Online Shopping .4 .3 .2 .1 0.0 -.1 -.2 .2 .1 0.0 -.1 -.2 Attribute Brand Usage Satisfaction Hassle-free Navigation Futurebazaar Indiaplaza Indiatimes Shopping Ebay Ease of Access Design Appeal Rediff Shopping
- 22. 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%
- 23. Respondent Profile – Online Shopping March 2008 Demographic Attributes Respondent Profile (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%
- 24. Report Details
- 25. 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) Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the ‘usage experience’ (UZEX) 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) Overall rankings also reported by key consumer segments** 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 Category Level User Friendliness Report
- 26. JuxtConsult Website User Friendliness Study Pricing of Reports * 12.36% service tax extra Payment Terms : One time Reports - 100% advance : Annual Subscription - 50% advance, 50% before 3 rd report Delivery Timeline : First Report – By first week March 2008 : Quarterly Reports – By 15 th of the month after quarter ends Report Delivery Format : PDF Report One Time Report* (1 quarter report) Annual Subscription* (4 quarterly reports) Nos. Amount (Rs.) Nos. Amount (Rs.) Category Level User Friendliness Report 1 150,000 per category 4 450,000 per category
- 27. 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 Contact Details
- 28. Thank You!