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Super Happy Shopper Ranking Criteria

	Super Happy Shopper Icons
The green smiling icon indicates a satisfactory level above average.
The yellow smiling icon indicates a satisfactory about average.
The red smiling icon indicates a satisfactory level below average.

usability

The Super Happy Shopper usability Rating reflects our evaluation of how easily and efficiently a site can be browsed and searched, as well as the ease of placing an order and many other factors that determine the user-friendliness of a site.

a. Download Speed

If the time it takes for a web page, complete with graphics and any other required components, is excessive, this is an indication of a poorly designed web page. This poor design could reflect on the quality of other components that make up the entire web site, such as security and customer support. For example, adding in large background files that load automatically is a mistake not made by good quality web site designers.

b. Web Page Design

Each page of the site should be designed and structured so that customers can quickly find what they need and easily comprehend the information presented to them.

Super Happy Shopper takes a look at overall web site design. Too many colors can be distracting and a cluttered appearance can be disconcerting. A web site with a poor design can be an indication of other deficiencies that may lead to a shopping experience other than a super happy one.

Good web sites:

• Have a simple and consistent design.
• Have pages that are not too cluttered. Moderation in numbers of colors, use color combinations and typefaces that are easy to read, and avoid the use of distracting animation make for a good web site. Pages should be organized so that important information is front and center, and all information is grouped and presented in a logical and flowing fashion.
• Use the same style and themes across all pages.

c. Browser Compatibility

Another clue that may lead us to believe that the web site that we are about to place an order with is of poor quality is the lack of browser compatibility. Most Internet surfers use Internet Explorer these days, but should the web site not display correctly in Netscape, or any of the other browsers out there, this could indicate poor coding behind the web page and could possibly lead to poor customer support, for example.

d. Screen Resolutions

Unnecessary horizontal scroll bars is a sure sign of poor quality web page design. The web site you are about to order from should display correctly on the most common 800 x 600 screen resolution, as well as the lesser common 640 x 480 and 1024 x 768 screen resolutions, for example.

e. Broken Links

Broken links and missing images are not good signs and do not inspire confidence. If you want a super happy shopping experience shop from an online shopping web site that has good attention to detail. With all of the automated link and image checking tools available in this day and age, there is not excuse to serve up the unsightly 404 page (page not found). Super Happy Shopper follows all links and report on any dead ends or navigational deficiencies.

f. Navigation

Customers may want to browse through all products and information, look at a specific category of product or information, or search for a very specific product or subject. They should be able to do all of the above quickly and easily with the fewest number of clicks possible. Super Happy Shopper navigates the web site being evaluated and rated extensively.

Good web sites:

• Have consistent, well-placed navigational menus and submenus with meaningful labels that lead to key pages on the web site.
• Have clearly defined and consistent page identifiers on every page that allows visitors to know where they are on the site at all times. Clear and logical navigational aids will also make it easier for visitors to go where they want to go and to find their way back to where they just came from.
• Are organized so that visitors can navigate the web site with the fewest number of clicks.
• List relevant product categories and information with meaningful labels for logical web site browsing. Product listings should have enough information to help the customer quickly select items to examine in more detail.
• Offer options to compare the properties of various products (prices, for example).
• Do not have broken links or lead to dead ends that can not be navigated out of (use of browser's "back button" is not required).

g. Search Function

A good online shop should have a search function that allows customers quickly find items by product category, brand name, product name, model/item number, and price, as well as any other relevant criteria for that particular category. Search results should be sensibly prioritized and displayed accordingly. Ideally, the search function should be accessible from all pages.

Super Happy Shopper tests any search feature that may exist, searching for common items as well as misspellings, abbreviations, or partial search terms.

Super Happy Shopper reviews the content of every web site it evaluates and rates and compares the content to other offering on the Internet. We are looking for a large selection and, if applicable, product reviews.

h. Product Selection

The Super Happy Shopper rating reflects our evaluation on the selection available within the online catalogue or ecommerce website. Taken into consideration is variety of brand names, models, parts and accessories available for purchase. Specialty sites are expected to have a more limited range of products, whereas larger, mall-type web sites are expected to offer a much larger range of products.

i. In Stock Indication

Another handy feature of quality online catalogues is the indication of whether a product is in stock or not. If the product is indicated as being in stock by text or small icon for example, the purchaser can assume that there will not be a delay in dispatch. On the other hand, if the product is marked as "not in stock", the purchaser may revise the decision to place the order and shop elsewhere.

j. Product Images

There is nothing like a good quality image to base your buying decision on. After all, a picture is worth a thoUnited Statesnd words!

Good web sites:

• Show an illustrative, good quality image of the product.

k. Product Descriptions

Pertinent and descriptive product information should be provided in a clear and concise way. However, not all online shopping websites offer reviews of the products and services that they offer. To most online shoppers this is a handy feature that they use to base their decision on whether to make a purchase or not.

Good web sites:

• Clearly describe each product and what comes with it.
• Offer additional useful information such as staff or customer reviews or links to related products.
• List prices and shipping and handling costs clearly.

l. Product Reviews

Some online catalogues offer product reviews from staff and even sometimes from the general public themselves. This is especially helpful as you can read about other people's experiences with the product you are about to purchase.

m. Personalization

There should be web site system that can personalize the site for individual customers and that make the shopping experience (and especially subsequent shopping experiences) more efficient, effective, and even more fun.

Good web sites:

• Make it easy for customers to use personalizing features.
• Offer an option for customers to easily opt out of personalization features.
• Make logical product suggestions in an unobtrusive manner, based on what the customer is looking at,  previous purchases or what other customers purchased.
• Keep records of previous purchases for easy reordering.
• Make it easy for customers to set up a personal account to store billing information for faster ordering the next time they visit the web site.
• Offer an address book, gift registry, and reminder calendar.

o. Special Services

These are helpful services that aid the customer and make the whole online shopping experience more convenient.

Good web sites:

• Offer an option for customers to easily "opt out" of personalized features.
• Enquire if the product purchased is a gift and offer gift wrapping and gift cards at a reasonable price.
• Offer to hide the price of a gift on the invoice.

p. Unique Features

These are distinctive web site features that take advantage of the interactive technologies available and make shopping online a pleasant and engaging experience (for example, music web sites that let customers hear music samples, book sites that let customers read snippets, apparel sites that provide a virtual body model to "try on" clothes).

Good web sites:

• Offer useful and practical features that work well.
• Offer interesting features that enhance the overall online shopping experience.

q. Multi-Language

We cannot assume that everyone wanting to place an order with an online catalogue speaks English. During our rating process we record whether the web site is offered in languages other than English.

r. Awards

Has the web site won any awards? If so, these can be taken into consideration when judging whether or not to part with your hard-earned cash. Be aware, however, not all awards are worth the computer screen they are displayed on. Make sure the award is a recognizable one.

s. Contests

Everyone likes to be a winner. In the Super Happy Shopper rating system we indicate whether there is a contest to be entered at the reviewed web site.

See also:

Safety

usability

Shopping System

Customer Service

Internet Service or Informational Web Sites

 

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