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Asda climbs table of top performing websites in Q4

Asda Group rocketed up the table of the best performing retail websites in Q4 as it entered the top 20 for the first time, according to the latest quarterly testing undertaken by specialist Sitemorse on the sites of the UK’s top 500 retailers. By Glynn Davis

GENERAL MERCHANDISE

Asda climbs table of top performing websites in Q4

The supermarket climbed 324 places to reach 19th spot with a score of 5.72 out of 10, which compares with a much lesser 2.14 in Q3. This was an improvement on Q2 when Asda languished in 401st spot with a score of only 1.88.

The only other food group in the top 20 this quarter is family baker Waterfields (Leigh) that is a new entry in the table with a creditable score of 5.94. However, it has not dislodged W Boyes & Co. from the top spot as the value retailer retains the prime position with an identical score to that achieved in Q3 of 8.64, which places it just above Beds Direct that holds onto second spot.

The testing of the 500 sites is undertaken by Sitemorse using automated software that, page-by-page reads the first 125 pages of each retailer’s sites to generate a ranked table based on checks to Quality, User Experience, Accessibility, Performance and SEO capability of each of the websites.

Among the most improved retailers in Q4 are: Heals, which climbed 294 places to 56th spot; WJ Daniel & Co, up 277 to 76th spot; Barrats, up 252 to 51st spot; and Agent Provocateur, up 237 to 31st spot.

This was in contrast to the weaker performers this quarter, which included: Mulberry, down 277 places to 374th spot; Suit Direct, down 235 to 311th spot; BEERmerchants.com, down 203 to 281st spot; and Jane Norman, down 200 to 330rd spot;

Despite their falls none of these retailers finds themselves in the bottom 10 of the table. In Q4 this is home to some of the big names of retail again including Prada, Tesco Direct, and Halfords

The final ranked table for Q4 includes only 414 retailers because merchants were excluded from the testing if they used assistive technology such as JavaScript, which breaks the general “rules of accessibility” of internet sites, according to Sitemorse. This represents an improvement on Q3 when a lesser 404 were included, but still down on the 428 in Q2.

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