CAMPAIGN-I: Former ASA director launches consumer test website service

A service that offers to consumer test websites has been launched this week by Caroline Crawford, the former Advertising Standards Association communications director.

A service that offers to consumer test websites has been launched

this week by Caroline Crawford, the former Advertising Standards

Association communications director.



Many websites lose potential shoppers because they are difficult to use,

causing consumers to lose interest - one of the reasons cited by pundits

for the demise of Boo.com.



Site-Test.co.uk will evaluate websites and offer advice on how to make

them more consumer friendly.



Crawford said: ’Too many websites are cluttered with graphics and

layouts that are confusing and frustrating. More attention is paid to

the look of a site than how it actually works for consumers.’



Site-Test determines where consumers need information, assurances and

guarantees at appropriate points in their online shopping

experience.



It will also offer advice on standards compliance and editorial

content.



Site-Test has identified a range of problems among websites. Among the

chief problems are complex data forms that fail to tell users which of

the many fields they have completed has been filled in wrongly and sites

that fail to provide proper telephone and postal contact numbers.



’While sites may have their disclaimers and legal small print, very

little attention is paid to things like how the site actually works and

on-line customer care,’ Crawford said.



Crawford spent 15 years at the ASA.



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