Benchmarks
How UK online shops score
How UK online shops score on clarity, trust, mobile, accessibility and speed, and the problems we find most often between the home page and the basket.
The figures are being collected
We publish once we've checked at least 30 online shops, so the averages mean something. Every check adds to it anonymously.
What we check that matters most for online shops
- Shoppers can't find the product details they need
Shoppers can't pick up your product. If the page doesn't answer their questions, they may buy elsewhere.
- Shoppers can't see delivery cost or timing
Surprise delivery costs are a common reason people give up at the checkout.
- Your add to basket button is easy to miss
If buying isn't the most obvious thing on the page, you're likely losing sales.
- Your basket hides the total or the next step
The basket is where people check the total. If the cost or next step is unclear, they leave without buying.
- Shoppers have to create an account to buy
Being forced to sign up is one of the most common reasons people give up on a purchase.
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