Super Happy Shopper Ranking Criteria
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.
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 shopping web site 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
thousand words!
Good web sites:
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
Online Service or
Informational Web Sites
