To measure how ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

1. Web Connect - Category level Snapshot
How ‘user-friendly’ is your website vis-à-vis the key competing websites
among the category users
Online Shopping
March 2008

2. Study Overview
The first user-response based syndicated research study tracking ‘user friendliness’ of
popular websites at the category level on a quarterly basis
Rating and ranking of websites using 19 distinct ‘generic’ parameters that measures
both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website
Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of
the website vis-à-vis the key competitive websites in the category
Additional ratings and ranking of websites using 12 distinct ‘shopping related’
parameters that measures the ‘transaction’, ‘delivery’ and ‘refund’ friendliness’ of
an e-commerce website
Eventually measures the overall ‘website user friendliness’ (WUF) Index of the
website benchmarked against the key competitive websites in the category

3. Websites Tested
• Ebay
• Rediff Shopping
• Indiatimes Shopping
• Futurebzaar
• Indiaplaza

4. ©
User Friendliness Measuring Schema
3. Distinctive in identity (branding)
4. Presentation of content (layout) 10. Ease of locating task info
5. Aesthetics (color, text, graphics) 11. Ease of conducting the task
6. User identification with the site 12. Navigation flow between pages 16. Timeliness of task completion
7. Ease of comprehension 13. Navigational cues and helps 17. Quality of usage experience
1. Browser Compatibility 8. Relevance of content 14. Error recovery 18. Perceived sense of security in usage
2. Download Time 9. Relative quality of content 15. Customer responsiveness 19. Brand preference creation
Site is likeable and relevant
Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment
Design Appeal
Ease of Access Ease of Usage Usage Satisfaction
Appeal Index Navigability Index Satisfaction Index
Accessibility Index
User Friendly Experience
User Friendly Interface
User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX)
Website User Friendliness
Category Level Website User Friendliness Index (WUF)

5. ©
Shopping Friendliness Measuring Schema
1. Successful transaction completion
2. Ease of transacting
9. Display/ease of locating refund policy
3. Comprehension of charges and prices
10. Comprehension of refund policy
4. Adequacy of payment options 7. Timeliness of product/service delivery
11. Timeliness of refunds
5. Sense of security while transacting 8. Appropriateness of delivery as per
12. Adequacy of refund amount
6. Promptness of transaction confirmation specification
Transacting on the site is easy, Delivery of product/service is Refund process is well understood
smooth and secure efficient and adequate and smooth
Delivery Experience
Transaction Experience Refund Experience
Delivery Friendliness Index
Transaction Friendliness Index Refund Friendliness Index
Shopping Friendliness Index
Category Level Shopping User Friendliness Index (SUF)

6. Overall Website User Friendliness*
Website WUF Index Relative Index
Ebay 10.9 100%
Rediff Shopping 9.8 90%
Indiatimes Shopping 9.0 83%
Futurebazaar 8.3 76%
Indiaplaza 8.3 76%
* Includes ‘shopping friendliness’ index parameters as well

7. WUF Ratings - Users vs. Non-Users
Ratings by Website Users only Ratings by Website Non-Users only
Ebay Ebay
Rediff Shopping Rediff Shopping
Indiatimes Shopping Indiaplaza
Futurebazaar Indiatimes Shopping
Indiaplaza Futurebazaar

8. Top Websites by the 4 Sub Parameters
Rank 1 Website by Rank 1 Website by
User Friendliness Users Non-users
Sub Parameter (WUF Index) (WUF Index)
Ease of Access Ebay Ebay
Design Appeal Ebay Ebay
Ease of Usage / Navigation Ebay Indiatimes Shopping
Usage Satisfaction Ebay Ebay
Shopping Friendliness Ebay -

9. Website User Friendliness Perceptual Map
Online Shopping
.2
Design Appeal
Ebay
.1
Rediff Shopping
Futurebazaar
0.0
Ease of Access
Hassle-free Navigation
Indiatimes Shopping
Attribute
Indiaplaza
-.1
Usage Satisfaction
-.2
-.2 -.1 0.0 .1 .2 .3 .4
Brand

10. Methodology
• Online survey conducted using Google search ads (AdSense only)
• ‘Live’ ratings of websites by category users – a website’s current users and its
potential users (user of competitive websites)
• Reporting sample of over 1,000 responses per category - 200 respondents per website
for top 5 websites in the category. For each website, half the respondents asked to
‘surf the homepage’ and half to ‘perform/accomplish a relevant task’ on the website
• Findings for Online Shopping category representative of 24 million online urban Indians
• Data made representative of online Indians across SEC classes, age groups, income
groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult
India Online study)

11. Respondent Profile – Online Shopping
March 2008
Demographic Attributes Respondent Profile
(Sample size – 1,208)
Male 83%
Gender
Female 17%
Age Distribution Below 13 years Not included in study
13-18 years 9%
19-24 years 41%
25-35 years 35%
36-45 years 11%
Above 45 years 4%
City Type Up to 1 Lakh 13%
(Population Size) 1-5 Lakhs 14%
5-10 Lakhs 27%
Above 10 Lakhs 47%
City Type Metro 40%
(Market Size) Urban uptowns 11%
Emerging Towns 9%
Others 40%

12. Respondent Profile – Online Shopping
March 2008
Respondent Profile
Demographic Attributes (Sample size – 1,208)
Region-wise Distribution North 24%
East 10%
South 41%
West 25%
Socio-economic Classification SEC - A 26%
SEC - B 34%
SEC - C 23%
SEC - D 12%
SEC - E 6%
Monthly Household Income Up to Rs. 10,000 38%
Rs. 10,000 – Rs. 30,000 47%
Rs. 30,000 – Rs. 50,000 8%
Above Rs. 50,000 7%
Most Expensive Vehicle in the HH 4-wheeler 24%
2-wheeler 51%
Bi-cycle / others 11%
Don't own any vehicle 14%

13. Category Level User Friendliness Report
1. Overall WUF ratings# of the top 5 websites in the category by current category users and non-
users (minimum 100 live test responses per website reported)
2. Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the
‘usage experience’ (UZEX)
3. Rating of each reported website on the 4 key website user-friendliness attributes (and the 16
individual parameters within these 4 attributes):
• Accessibility (browser compatibility, download speed)
• Appeal (distinctive looks, organized layout, aesthetics, user identification, distinctive content,
content relevance, ease of comprehension)
• Navigability (ease of locating info, ease of conducting task, navigational cues, error recovery,
contactability/responsiveness)
• Usage Satisfaction (task completion, adequacy of solution)
4. Overall rankings also reported by key consumer segments**
5. Relative rankings of the 19 attributes as considered important by users in choosing between
websites in the category
# all category level ratings are provided by respondents on a 5 point qualitative scale
** depending on the sufficiency of sample size of relevant respondents

14. JuxtConsult Website User Friendliness Study
Pricing of Reports
Report One Time Report* Annual Subscription*
(1 quarter report) (4 quarterly reports)
Nos. Amount (Rs.) Nos. Amount (Rs.)
Category Level User Friendliness Report 1 150,000 4 450,000
per category per category
• Payment Terms : One time Reports - 100% advance
: Annual Subscription - 50% advance, 50% before 3rd report
• Delivery Timeline : First Report – By first week March 2008
: Quarterly Reports – By 15th of the month after quarter ends
• Report Delivery Format : PDF
* 12.36% service tax extra

15. Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : sanjay@juxtconsult.com
• Website : www.juxtconsult.com

16. Thank You!