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In October 2006, Webcredible investigated the usability of the websites of 20 of the UK’s leading high street shops. Last year, the top high street retailers simply weren’t doing enough to maximise their share of this potential revenue in preparation for Christmas. This year, Webcredible has decided to re-investigate against the same essential usability criteria to see if there’s been any change in the run-to Christmas this year.

Increasing the usability of any ecommerce website will increase sales – it’s as simple as that. This sales increase could even be as high as 100%6. Improved usability will also lead to an increase in brand loyalty and return site visitors, and an improvement in the perception of your brand (both online and offline).

Evaluations of the 20 websites featured in this study were conducted throughout October 2007.