Symantec UK eCommerce Website Evaluation

Frontend's analysis of the Shop Symantec website quickly identified where the site was under-performing. Web stats backed up our findings and allowed Frontend to conduct a cost-benifit analysis on the redevelopment. By addressing usability issues Symantec increased their sales revenue on the UK site by over GBP 0.5 million per anum.
The Frontend usability team were commissioned by Symantec UK to evaluate their software download website. The ShopSymantec site is an important revenue-generating arm of Symantec’s UK business. The feeling within Symantec was that the site was under performing but they were unsure of the exact cause. Frontend’s evaluation of the ShopSymantec site highlighted key usability issues in the product catalogue and purchasing process. Finding and comparing products against each other was difficult and inconsistent navigation made purchasing decisions difficult to complete.

An analysis of the web stats confirmed our findings. Through the web logs we discovered that the abandon rate within the shopping process was 7% higher than the expected norm. Frontend outlined a series of design recommendations that would address these issues. In order to strengthen the case for remedial action, we carried out a cost benefit analysis on the recommendations. Our analysis estimated that for a minimal investment the sales on the site could be increased by over GBP 0.5 million per year in the UK alone.

Services provided included:

• Heuristic evaluation
• Web traffic analysis
• Cost benefit analysis
• Design recommendations

Based on our recommendations the site was modified, providing customers with a simplified and more transparent purchasing process. The predicted increase in sales revenue was surpassed within the first year.

To find out more about our experience and services, contact us.