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| December 2000 | |
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This report analyzes the checkout process and the user experience of the most important Spanish online wine shops. Two senior analysts at Emergia Soluciones Interactivas (www.emergia.net) conducted the heuristic evaluation in December 2000. |
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| After describing the main success factors to take into account in a e-commerce site, it is analyzed the checkout process of 20 Spanish sites and an international one (Chateauonline.com) used as a reference benchmark. We found that only 25% (5 out of 20) of the shops pass the requirements of an acceptable checkout process. | |
| Afterwards, we research the quality of the customer experience in the five shops that pass the checkout process. The usability, range of products, level of prices, promotions, customer service, fulfillment, personalization options and privacy policy are examined. In each category it is highlighted the best and worst practices found. | |
| The final result is that only 3 shops (Ibergourmet.com, Elcorteingles.es and Viaplus.com) out of 20, that is 15% of the researched sites, offer an acceptable experience to its customers. | |
| Our findings in this sector are of general application for the Spanish e-commerce sector. The main conclusion is that the online shops will have a lot of trouble to fully develop its market potential if there are not basic improvements in the customer experience they offer. | |
| See contents. | |
| Read more [in Spanish]. | |
| How to buy the report [in Spanish]. | |
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Other user experience: Halcón Viajes: a Spanish travel agency Oracle Ibérica: globalization is a challenge to user experience |