Online retailer ASOS has been ranked top in a digital customer experience study, assessing every part of the digital experience from the homepage, to purchasing items and after sales care.

The study which covered the festive trading period, ranked ASOS top due to its “inspirational” homepage and “exceptional” site navigation and user experience across other digital devices.
In second place was John Lewis with a score of 0.2% below ASOS and in third place was Notonthehighstreet.com with a score of 0.3% below ASOS. H&M came top of the class regarding mobile navigation with a score of 93%.

Chief development officer at eDigitalResearch, Derek Eccleston, said: "The end-to-end customer experience matters now more than ever and we are now beginning to see retailers invest heavily in their digital experience.

“A great customer journey is fundamental to a brands success and in 2016, tapping into customers emotions will become one of the only ways retailers will be able to differentiate themselves - the tools and technology are now out there to enable retailers to do this and using them to their maximum potential is key to delivery customers' expectations."