Strategies that improve the usability of online shopping sites are the best way for companies to boost consumer satisfaction, a new report asserts.
Standards watchdog Which? notes that specialist retailers are pleasing their customers with factors other than price.
A survey by the company found that tailored sales sites such as figleaves.com - the most popular clothing website - are achieving success because of their smooth navigation, easy ordering processes and range.
Meanwhile, specialist independent books resource AbeBooks was tied with CD, DVD and game etailer Play.com for the top place in the entertainment category.
Both companies achieved a customer experience score of 89 per cent, which editor Jess Ross describes as "interesting" due to their specialist nature.
"It appears that you can't put a price on customer service," she observes.
The survey is released after Phil Gates, marketing director of internet optician Glasses Direct, told the company that the online insurance market's success could be matched by web optometry services.
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