Every year WUA! publishes the best performing websites from the WUA! Benchmark, the WUA! Top 100 Best Websites. Fleurop.nl is this year's best website in the Netherlands. Consumers particularly appreciate the clear site structure, the super easy ordering process and the reliability of this flower website.
Traditionally, websites in Retail and Travel score relatively high in the WUA! Top 100. Their products are closest to the customer experience and the providers know how to reach their customers effectively.
Remarkable is that websites in Insurance, Energy, Telecom and Banking sectors are now also scoring increasingly better with consumers. These parties seem to have found an answer to the question: "How do you make a complex, intangible product attractive to customers?".
How important is it to be the best on the web?
Online competition follows one simple rule: the winner takes it all. The best website in an industry is chosen 52.3% more often than number two. This emerges from the WUA! Benchmark, the Netherlands' largest online benchmark. Between January 2010 and July 2015, WUA! conducted 306 online orientation studies. In total, 27,815 respondents gave 134,332 individual assessments of 13,630 different websites.
The winner takes it all: number 1 captures 52.3% more preference
Splendid isolation
The horizontal axis in the graph represents the positions in the ranking of the Web Performance Scan. The orange line indicates what share of total preference websites at this position receive on average. The difference in preference between the highest positions is particularly striking. The best website convinces on average 52.3% more potential customers than number two. The best website in an industry stands in splendid isolation when it comes to conversion.
Revenue differences: a calculation example
Take an industry with an annual online revenue of 100 million euros. The most popular website then walks away with 24.5 million. Number two has to make do with 16.1 million. The difference with number three is again large. In this example, number three generates 12.2 million, not even half the revenue of the winner. Together, the top 3 with 52.8 million gets more than half of the total preference. Organizations that fall outside the top three are left watching from the sidelines.
Concrete priorities
Only the best is good enough for the online consumer. Organizations must therefore think from the needs of their target group and put the customer at the center. This is also the secret to the success of the winners.
What is the potential customer looking for? What does their online search strategy and preferences look like? Why do they choose one website and not another? WUA!'s Web Performance Scan provides insight into the online customer journey and maps out concrete priorities for increasing conversion.
