Poor websites costing retailers dear
Retailers are losing out on sales worth £500m over the past three years - according to a study conducted by digital agency Head London.
According to the analysis frustrated would be consumers are choosing to log off rather than battle through counterintuitive navigation, poor presentation and clunky code.
This is often exacerbated by poor integration between catalogues and firms stock levels.
Online retail expert Joshua March told the Independent: “Companies need to realise that it is not like the High Street, people who are not sure do not have to walk 100 yards down the road to go to someone else's store; they just have to click 'back'."
Supermarket giant Morrisons was judged to be amongst the worst culprits, missing out on a whopping £314m in sales between 2007 and 2010 – in stark contrast to rivals Tesco which actually added £255m in sales thanks to its well optimised website.
Other retailers who failed to adequately capitalise on their online presence were Dixons and Phones 4U which lost out on £32.6m and £17.5m respectively.
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