Chicago — L.L. Bean has been ranked number one in online customer experience. The E-tailing Group 2013 Customer Experience Index, based on a mystery shopping study conducted during the fourth quarter of 2013, awarded L.L. Bean a top score of 88.75, followed by HSN at 87.25.
Other retailers scoring higher than 80 included Office Depot, Overstock, Amazon, Wal-Mart, Sears, Abt, Target, and Dick’s Sporting Goods. Average score in 2013 was 71.06, up from 69.3 in 2012. Repeat winners from 2012 included Amazon and Office Depot.
In addition, a key page analysis of the five fundamental site pages revealed that HSN, L.L Bean and Staples came close to perfection as their key page total well surpassed the 18.8 average where all scored 21.75 or above. Merchandising and customer service saw year-over-year scoring gains of 3.7% and 2.6% respectively while key pages improved by less than a 1% margin with a slight tweaking of potential points to reflect industry changes.