El Corte Inglés and Redcoon are the only online stores analysed that offer a contact telephone number that is always visible on all pages of their portal, a detail highly valued by most e-commerce users. El Corte Inglés and Redcoon also stood out in the key category 'Purchase process' thanks to the relative simplicity of the registration and purchase processes. El Corte Inglés obtained 42 out of 55 points and Redcoon 41 out of 55 points.
In the 'Product Page' category, the winners were binance data PC City and Pixmania (both with 21 out of 25), followed by Redcoon (20 out of 25), thanks to the presentation of their product sheets, which users consider very complete.
However, the “Navigation and Search” category was the one in which all the portals analysed showed the greatest room for improvement, as none of them exceeded the median score (the highest was barely 25 out of 40). Even small inconsistencies appear in this category that can lead users to become disoriented.
In this sense, the experts at Xperience Consulting believe that with small usability improvements, the interactive experience can be optimized and the user's orientation on an e-commerce portal can be greatly facilitated. " a visit into a purchase lies in the usability of the portal," according to Clint Leifert, business development manager at Xperience Consulting. "Any complication increases the probability that the customer will leave and go to the competition. That is why it is essential to test with real users and take into account their opinion," he says.