Appendix 8 Checklist for evaluation of an E-Commerce Web site


Intelligence Resource (IR)

Praktisk Intelligence (I)/Business Intelligence (BI)/

OmverdensOvervåking (OO)




Intelligence/Business Intelligence/ OmverdensOvervåking 


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Kunnskapskilden –  E-Business





E-Business – Nøkkelområder

E-Business – Sjekkliste Strategi

E-Business – Sjekkliste for IT Infrastrukturen

E-Business – Sjekkliste Innhold

E-Business – Sjekkliste for E-Handelssystemet

E-Business – Sjekkliste Marketing

E-Business – Sjekkliste Kundeservicesystemet

E-Business – Online Community

The E-Business, the E-Customer, their Relationship and Interactivity



KunnskapskildenE-Business –
E-Business, E-Customer, Relationship and Interactivity


The E-Business, the E-Customer,
their Relationship and Interactivity 

Jan Vig


Dissertation  av Jan Vig om E.Business, E-Customer, Relationship and Interactivity  (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.


The E-Retailer Business, the E-Customer,
their Relationship and Interactivity

Table of Contents

Chapter One Introduction to the study

Chapter Two Business in Cyberspace

Chapter Three E- Retailer Commerce

Chapter Four E-Customer, Relationship and Interactivity

Chapter Five A Successful Case study –

Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion








Appendix 1 Search Strategy Internet
Appendix 2 Key words E-Commerce and one to one Marketing/CRM

Appendix 3 Demographics and online shopping trends
Appendix 4 Opportunities and benefits, barriers and treats, challenges
Appendix 5 Online Promotion Possibilities
Appendix 6 Letter from Jeff Bezos Founder & CEO

Appendix 7 Questions Concerning E-business strategy
Appendix 8 Checklist for evaluation of an E-commerce Web site



Appendix 8

Checklist for evaluation for an E-Commerce Web Site



The following scale could be used where it is appropriate:

Scale: 0 = Not relevant, 1=Poor,  2=Fair , 3=Satisfactory, 4=Good,  5=Excellent


Section 1: Business / Industry
1.1 General information
Name of the E-Commerce Company  
Purpose of the E-Commerce CompanyWhat kind of business it is and what it sells?  
Country/locationWhere it is located, including the country?  
URL Reference  http://
Available real name for domain name? Yes    No
Other domains used by organisation and linked to the site?  
Date visit?  
Products & Services  
What is the company’s goal for the E-Commerce Site?  
How can the E-Customer contact the E-Commerce company?

  • E-Mail
  • Fax
  • Telephone
  • Chat
  • 900 numbers
  • Call Centers
  • Other
Are forms used for E-Customers to registration?  
Are reason given for E-Customers to register?  
Do the E-Commerce Site offers partnership (Affiliation)?  
How long has the E-Commerce company been in business?  
Are links intuitive?  
Are the E-Commerce company showing credibility?  
What is the tax policy?  
1.2 Target Audiences
Which customer groups/target audience is the content for?  
What is the target groups goals?  
Does this site help E-customers accomplish their goals and the E-Commerce company’s goals?  
Do E-customers experience something quick and easy enough to bring them back, and keep them from going to competitors?  
1.3 Business Scenarios Used
Which Business Scenarios is used?  
1.4 Commerce Capabilities
How are the shopping cart and purchasing features generally?  
How is the ability of the E-Commerce site to cross-sell related items?  
How is the implementation of partner and affiliate programs?  
How are the general promotional or money-making features of the E-Commerce site  
Are there additional technologies such as auctioning?  
Interactive shopping aids?  
Does the E-Commerce match or beat prices?  
Does the E-Commerce Site offer personalized feature? Is personalization recommendation engine provided? Personalization capabilities? How good?  




Section 2: Analysis of the home page of
the E-commerce site

2.1 Generally

What kind of content is on the home page?  
Is this one of more of several sites provided by the E-commerce company?  
Is there a splash screen or lead in screen too the home page?  
Is scrolling required to access links?  
Is the opening screen attractive and retain attention/interest of visitors?  
Opening page graphics? Does every image come up? `
Are there a lot of large sized images on the E-Commerce site?  
Are the opening page graphics relevant?  
Does the home page download at adequate speed?  
How big is the file size? On average what is the size of the E-Commerce E-Commerce  pages?  
Does the home page design fit the overall theme of the E-Commerce site?  
Does the home page design match the corporate identity of the E-Commerce company established in other media?  
Does the E-Commerce Site work well with different screen sizes, different browser’s etc.?  
Approximately how many pages are there on the E-Commerce site?  
Is the E-Commerce site in more languages?  
Is the E-Commerce site regularly updated?  
Is the information out of date?  

2.2 Interactivity

How well does the E-Commerce Site engage the E-Customer?  
Can the E-Customer contribute feedback?  
Can E-Customers of different skill levels find a challenge (enhance flow)?  
Does the opening screen involve the E-Customer or include something to capture the interest (Stickiness)?  
Does the E-Commerce site offer meaningful involvement, i.e., searchable databases, finance or lease calculators, and custom-chosen views?  
Is the E-Commerce Site useful and memorable?  
Does the E-Commerce Site do a good job of providing an interactive shopping experience? Interactivity? (e.g., feedback forms).  
Does the E-Commerce Site offer FAQ? And how good is the FAQ?  
Does E-Commerce have a community?  
Does E-Commerce have newsgroups?  
Does E-Commerce have mailing list?  
Can the E-Customer submit articles or reviews for the E-Commerce Site?  
What functions are there on the E-Commerce site?

  • Chat room
  • Online bulletin board (discussion forum)
  • Content search
  • Personalization
2.3 Retention
What brings back the E-Customer to the site?  
Does the E-Commerce site have “sticky” features?  
Does the E-Commerce site attempt to build a relationship with E-Customers?  



Section 3: Analysis of links
3.1 Internal links
Do the internal links work?  
How many internal links are there?  
Are the links designed to match the E-Commerce site’s theme?  
Has it been used frames on the E-Commerce site?If so, how many frames on the page?Are frames present throughout the E-Commerce site?Do the frames resize efficiently?  
Has it been used tables on the E-Commerce site?Are table correct sized?

3.2 External links

Do the external links work?  
How many external links are there?  
Do the links seem appropriate and in context?  




Section 4: Content
What kind of content is the E-Commerce Site containing? How many pages?  
Which target groups is the content aimed at?

  • Adults?
  • Children?
  • Youth?
  • Technical
  • Scientific/academic


How is the quality of grammar, style and spelling?  
Is information presented in meaningful chunks?  
Are subheads used to break up long articles?  
Do links at the beginning of articles permit the E-Customer to go directly to subheads within articles/news etc.?  
Is the site multilingual?  
Does the content change over time?  
Can the E-Customer easily see when pages were updated/amended or replaced?  
Is the amount of information presented appropriate to the site’s objective?  
Are information of quality and depth at the E-Commerce Site?  
Is the content updated regularly?  





Section 5: E-Customers Capabilities –  Structure, Navigation and Layout

5.1 Organization/Structure

Is the structure of the site as it should be?  

5.2 Navigation/Layout

Describe the navigation of the E-Commerce site:

  • Hierarchical?
  • Linear?
  • Grid Structure?
  • Random?
  • Other?
Is the E-Commerce site easy/logical to navigate?Clear and intuitive menu choices?Any blind pages?Can the E-Customer find relevant information easily?  
What navigation method is used on the E-Commerce site?

  • Pull-down menu
  • Link button on the top
  • Link button on the side
  • Site map
  • Image map
  • Other
Identify help resources to aid navigation?

  • Site map for complicated sites
  • Help pages
  • Interactive aids
  • Alert boxes
  • Color coding conversation
Where there any dead ends?  
How long did it take to navigate the entire E-Commerce site?  
What devices were used to ensure E-Customers could know where they were in the E-Commerce site?  

5.3 Ease of browsing / navigation for shopping

Is the E-Customer able to remove items from the shopping cart  
Does the E-Commerce site offer product index throughout site / search?  
Does the E-Commerce site offer shopping cart bar on every page?  
Does the E-Commerce site offer shopping checkout button?  
Does the E-Commerce site offer purchase/buy button?  





Section 6: The Shopping Process

6.1 Product or Service

Does the E-Commerce Site state what is being sold with enough details for the E-Customers to know exactly what they are buying?  
Does the E-Commerce site offer overview of the cost of the product or service, and the currency used?
How are the E-commerce capabilities? When clicking on products, is it shown related items?
When placing products in the shopping cart, is it presented with sensible cross selling?
Is there a wide range of choices concerning products?
Is it possible to define a personal profile to speed the checkout process as 1-click order by

6.2 Search capabilities

Does the E-Commerce site provide a general search index on site content?  
Does the E-Commerce site provide a site-index/site-map?  
Does the E-Commerce company offer alternative off-line ways that support search (e.g., order a catalog, 1-800 number to talk to a sales representative)?  
Can the E-Customer personalise the E-Commerce Site?  
Is it a FAQ search?  
Do it exist collaborative filtering?  

6.3  Shopping

Does the E-Customer find it easy to get information about products?  
Does the E-Customer get inventory information to know whether the products are in stock or not?  
Does the E-Customer get information about different shipping options?  
Does the E-Customer get information how long it will take to ship the order?  
Does the E-Customer get sufficient information how to add products to the “add to shopping cart” button?  
Does the E-Customer get sufficient information about the procedure when the product went into the shopping card?  
Is it a ‘shopping cart bar’ on every page?  
Is the E-Customer able to remove products from the ‘shopping cart’?  
Does the E-Customer experience any problem after adding products to the shopping cart’? i.e. products disappearing from the shopping cart?  
   Are there any restrictions or limitations on the sale?  


6.4 Check-out

Does the E-Customer know where to check go to check out (a checkout button)?  
Does the E-Commerce site have a description of how the order process works?  
Is the check out procedure clear and concise described?  
Does the shopping cart always include subtotal?  
Does the shopping cart show the total amount of the E-Customers order?  

6.5 Purchase

Does the E-Commerce site communicate the return policy on the E-Commerce site?  
Is it communicated clearly when and where to press the purchase/buy button?  
Does E-Commerce company accept bulk or distributor orders?  
   Does E-Commerce accept orders by fax?  
Can the E-customer make special order concerning products?  

6.6 Payment & Settlement

Does the E-Commerce company support off-line payments?  
Does the E-Commerce company provide an on site customer agreement  
Does the E-Commerce company provide a shopping cart mechanism?  
What payment forms are accepted?  
Does the E-Customer have different payment opportunities?Which one?  
Do the E-Customers getting information about the costs, in addition to the price of the product or service, if any like costs for shipping and handling, taxes and duties?  
Can the E-Customer set up an account?  


6.7 Fulfillment process

Does the E-Commerce company provide order status?  
Does the e-Commerce company send the E-Customer an automated E-mail message confirming the order it has received?  
Does the message explain how and when the goods will be received?  
Does the E-Commerce company identify any external partners that help support the logistics process?  
Does the E-Commerce company provide order history?  
Does the E-Commerce company deliver on time, and are the products in good condition?  
What shipping companies are used?  
How late can the E-Customer order for next day deliver?  
Does E-Commerce company have a shipping page with clear policy for shipment?  
Is there an estimation of when the E-Customer will receive the order?  
Are items insured in transit?  
Does the E-Commerce Company have a policy concerning return of goods?  
Is the returning of goods easily?  
Is it possible with Pre order?  
Does E-Commerce company accept and fulfill international orders?  

6.8 Customer support and service

Does the E-Commerce company offer after sales customer service through descriptive information on product use, repair and disposal?  
Does the E-Commerce company offer after sales customer service through interactive online (e-mail) technical training and education on product use, repair and disposal?  
Is it possible for buyers to give feedback (complaints – suggestions)? Does the E-Commerce Site offer a feedback form?  
Is the E-Commerce company’s feedback process good?  
Does the E-Commerce company offer surveys? How good are they?  
Are community features provided that let E-Customers interacting with other E-Customers?  
FAQ Section?  
Does the E-Commerce site provide entertainment value?  
Is the E-Commerce site experience fun and engaging?  
Does the E-Commerce site appeal to multiple senses and create feel?  
Does the E-Commerce site have a strong sense of “brand”?  
How visual is the E-Commerce site?  
Does the E-Commerce site force its “way” on the E-Customer (Links, navigation etc.)?  
What degree of interactivity does the E-Commerce site offer?  
Does the E-Commerce site offer customization and personalization features?  
6.8 Customer support and service (Continuing)
Does the E-Commerce site provide access to human help via e-mail, online chat or phone?  
Does the E-Commerce site have privacy policies?  
Does the E-Commerce company offer automated E-Mail response directly?  
Does E-Commerce have tips for conversing with foreigners through e-mail?  
What are the live operator hours?  
Does the E-Commerce company offer human (not automated) response within 48 hours?  




Section 7: Other Things E-Customers

7.1 E-Customers Protections

Is it an opportunity for the E-Customer to print or save a record of the transaction?  
Is it safeguards for protecting the E-Customers payment information when it is transmitted online?  
Are there policies on what personal identifying information is being collected about the E-Customer, what the E-Commerce company does with it and whom it shares it with?  
Is there an opportunity for the E-Customers to «opt out» of having information about themselves collected?  
Are there policies on sending unsolicited email, including an option for the E-Customer to decline these offers?  
Are there return policy, including an explanation of how the E-Customer can return an item, get a refund or credit or make an exchange?  
Are there details about where the E-Customer should call, write or email with complaints or problems?  
Are there any warranties or guarantees?  
Is the E-Commerce order form secure?  
Is there the availability of convenient and safe payment options?  
Does the E-Commerce company use trusted third parties that endorse the E-Commerce site (e.g., Better Business Bureau, CA E-Commercetrust)?  
Does the E-Commerce site have a Trust Certificate?  
Does the E-Commerce company have a warranty – return policy?  
Are there any disclaimers and disclosures?Are they clear and conspicuous?   

7.2. Fair Information Practices

Does the E-Commerce company notice to E-Customers about its information collection practices, such as what personally identifiable information it collect, how it use it, and whether and with whom it share it?   
Does the E-Commerce company offer choices about how personally identifiable information is used and whether it is shared with others?  
Has the E-Commerce company procedures to ensure accuracy, including, for example, allowing E-Customers reasonable access to their information?  
Have the E-Commerce company security measures appropriate to the transactions on its E-Commerce site?  

7.3 Value Added Services

Does the E-Commerce site offer Gift Ideas?  
Does the E-Commerce site recommend related products?  
Does the E-Commerce site offer E-Customer comment community?  
 Does the E-Commerce company offer multiple shipping options?  
Are product prices listed on the E-Commerce site?  
Does the E-Commerce company offer international sales?  
Does the E-Commerce company provide shipment cost information?  
Does the E-Commerce company provide product features/benefit explanations?  
Does the E-Commerce company offer customised products?  
From the E-Customer generally viewpoint does the E-Commerce site offers value?  
Is the content and features of value?  
Does the E-Commerce site offer subscriptions?  


7.4 Important aspects for the E-Customer experience

Is the wording clear and concise?  To the point?  
Is the page quick to download? Under 10 seconds on a 28.8 modem?  
Is it long instructional text? Customers don’t want to read how to use the site, E-Commerce just want to use the site. Give the value; don’t talk about it.  
Is the page width appropriate?  
Is there a lot of error messages?  
Is simple page design used which focused on moving the E-Customers toward completion of their goal?  
Is the site structure based on what the E-Customers wants, not how the company is organized?  
Are there fatal errors? Deleting the E-Customer’s order or other errors in the middle of the buying process?  
Are the supporting graphics few, decorative and small  
Are the large graphics only there when good for the E-Customers  
Are Jargon-free language used? Are understandable words used?  
Are there too excessive technology (unnecessary plug-ins or include irrelevant Java applets)?  
Is a prominent search function available?  
Are there distracting screen elements? (text tickers or irrelevant animated graphics)?  
Are there irrelevant or flashy features?  
Are there many typographical errors? (misspellings, grammatical errors and other textual errors)?  
Does the E-Commerce site give the E-Customers excessive or inaccurate search results?  
Does the E-Commerce site give a lot of basic E-Commerce errors
(links to return a Page Not Found error.)?




Section 8: Design issues

Who designed the site?

  • Internal E-Commerce site producer?
  • External E-Commerce site producer?
Does the site make effective use of color? Consistency?  
Are there appropriate contact numbers for the organisation and e-mail links to key staff or support resources for E-Customers of the site?  
Does the E-Commerce site contain sound?  
Is the text hard to read?  
Does the site provide interactive forms?  
Does the E-Commerce Site employ animation or movement?If so, what purpose does E-Commerce site serve?  
What design elements are used on the E-Commerce site and do E-Commerce unify the site?  
Does the visualisation on the site succeed?  
What E-Commerce site design software have been used?  





Section 9: Technology Issues

How was the site authored?

  • HTML
  • Flash
  • XML
  • ASP (Active Server Page)
What E-Commerce technology has been used in the E-Commerce site design?

  • Javascript
  • Java applets
  • Interactive forms
  • Registration pages
  • Dynamic pages (ASP)
  • Cascading Style Sheets
  • Secure pages
  • Cookie
  • Database
  •  Animation




Section 9: Technology Issues (Continue)

Does the site provide streaming media?If yes, what formats are supported:

  • Media player
  • Real Audio
  • Real Video
  • Quicktime
  • Others
What server is used to deliver pages to the network? Is it able to cope with the download requirements?  
Are special scripts used?If yes, what scripts:

  • CGI
  • Perl
  • ASP
  • VB script
Where problems encountered using the site?

  • Slow loading pages
  • Broken links
  • Missing images
  •  Incorrect returns on scripts
  • Failed connection for streaming media
  • List any other technical problems
If forms are used do E-Commerce retain information after submission when pressing the go back button?  
Are any pages created on the fly using a database solution?  
Is the E-Commerce Site architecture scaled for very heavy traffic?  
Which hardware and software are running the E-Commerce site?  
Is the use of load-balancing and performance-enhancing tools according to what is required?  
How is the ability of site to integrate with partners and back-end systems?  
How is the E-Commerce site hosting?  




Section 10: Marketing

Does the E-Commerce site get the marketing message across?  
Is the purpose of the E-Commerce site clearly stated?  
Are there well-balanced packets of information (don’t want too much scrolling on one page)?  
Is the E-Commerce pages optimised for search engine submission in a proper way? Use of page tittle, meta tags, keywords etc.  
Does the E-Commerce company get a high ranking by the more known search engines and directories?  
How many banners are there on the E-Commerce homepage? And are they suitable (in accordance with promotion of the site?  
Is any mailing list(s) associated with the E-Commerce site?  
Is the E-Commerce site promoted regularly?How often do the E-Commerce company promote the E-Commerce site?

  • Very often
  • Often
  • Occasionally
  • Seldom
  • Never
Does the E-Commerce company provide truthful, accurate and clear information on the E-Commerce site?  
Can the E-Commerce company back up the claims it makes about its goods and services?  
Are the E-Commerce company advertising and marketing materials identifiable to E-Customers as such?  
Does the E-Commerce Company try to foster customer loyalty by offering discounts or volume deals for repeat E-Customers?  
Does the E-Commerce company offer incentives in exchange for customer information?  
Does the E-Commerce company offer a regular e-newsletter? Free subscription?  
Does the E-Commerce company disclose who’s sponsoring an ad if it’s not otherwise clear to E-Customers?  
Does the E-Commerce Company offer press releases about the E-Commerce site to their E-Customers?  
Does the E-Commerce company respect the E-Customers’ choices not to receive email solicitations?  
Is an affiliate program established?  
Have the E-Commerce company added E-Customer testimonials, awards to the E-Commerce site?  
Does the E-Commerce company take special care when advertising to children?  
Does the E-Commerce site offer the E-Customer something for free of charge or bonus?  
Does the E-Commerce company’s bonus attract E-Customers to the E-Commerce site?  



Section 11: Overall rating of the E-Commerce site
How would E-Customers rate this site?·        Against the E-Commerce company’s competitors?·        In terms of the appropriate use of technology?  



Section 12: Applications, Content, Features, Functions and Value

12.1  Special Applications
What kind of special applications are offered?  

12.2 Content, Features and Functions:

What kind of special content features and functions is offered?  

12.3  Value to the E-Customers

What kind of special value is added?  



Section 13 Strengths of the E-Commerce site

What are the special strengths of the E-Commerce site?  




Section 14 Suggested Improvements

What are the suggested improvements of the E-Commerce site?  




Section 15 Additional Content and Features Desired

What kind of additional content and features is desired?  




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