The Body Shop tops new customer web experience ranking

By

Nigel TAYLOR

Published
Apr 19, 2022

Ethical beauty retailer The Body Shop is leading the way in customer online experience, according to the latest UK Digital Retail Index.

The Natura-owned British firm topped a list of 500 of the largest retailers with the highest score for its website, based on four key metrics: accessibility, search engine optimisation (SEO), user experience (UX) and site speed.
 
The London-based company achieved a score of 381 out of 400, having gained full marks for its accessibility as well as 98 out of 100 for its SEO, surpassing major names such as ASOS, which came 196th, and Amazon, which came 253rd.

Out of the top 10 brands, outdoor apparel retailer Regatta was third with a score of 366/400, men’s fashion retailer Moss Bros was fourth, outdoor adventure clothing company Craghoppers was eighth and jewellery retailer Warren James was 10th.
Commenting on the findings, Brad Houldsworth, head of product at Index compiler Remarkable Commercer, said: “Online retailers know they operate in a competitive environment but as the Digital Retail Index shows, you don’t have to be a global player, or even come from an e-commerce background, to thrive online. 
 
“What sets the retailers with top-performing websites apart is their commitment to SEO and continuous technical improvements that enhance user experiences (UX). A scaleable website that enables them to respond to demand during peak periods is critical for driving sales and building brand loyalty.” 
 
He added: “Shopper habits have now changed for good since the pandemic, shifting even further towards e-commerce, and retailers have to be ready for surges during peak periods, or they’ll get left behind.
 
“While mid-sized retailers don’t have the same in-house technical skills as the biggest e-commerce companies, it’s still possible to compete with them if you have the right platform and regularly undertake performance checks.”
 
The Index, which is compiled by e-commerce specialist Remarkable Commerce, uses Google’s Lighthouse tool to track web performance and sets a benchmark for e-commerce businesses across the UK.