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
It will also offer advice on standards compliance and editorial
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.