FIRST has just released a new industry report that evaluated the homepages and category pages of six homeware online retail websites using a bespoke Conversion Experience Scoring (CXS) analysis framework to provide a relative measure of the onsite customer experience. In addition, FIRST applied its Element Group Scoring methodology to identify which category element is most present across the analysed homeware retail websites.
Key findings from this report include:
- Currently, Briscoes takes the lead in having the online conversion elements present in both its homepage and bedding and linen category page. While Farmers and The Warehouse are competing for the second and third place in the CXS rankings for both the homepage and category page.
- Most sites have the elements under the Navigation group present but lack the elements under the Credibility group in their homepages and category pages.
- Most of the eCommerce websites are utilising only a handful of the core conversion elements on their homepages and category pages without a structured approach.
The homeware online retailers included in this industry report are:
- Bed Bath & Beyond
- The Warehouse
- Wallace Cotton