UK retailers have dramatically improved their online checkout process, according to research published today (Thursday).

The Clothes Online Report 2007 produced by web consultancy Bit10 says all seven of the clothing retail sites it tested took visitors successfully through the payment process, compared with under half of sites tested in 2004.

Bit10 strategic director Ben King says the improvement is a reflection of retailers using technology in smarter ways.

‘Our last report found that customers were giving up the checkout process because of poor usability,’ said King.

But the report says there is still a lack of user testing that would help reduce the number of steps customers need to go through, says King.

‘Unnecessary form filling is another barrier to a sale. Why ask someone their date of birth when they are buying a jumper?’ he said.

Freeform Dynamics analyst Martin Atherton says retailers now appreciate the need to reduce the number of steps in the purchasing process. ‘This can be done through things like storing delivery addresses,’ he said.

He says usability, traceability and reliability have improved over the last couple of years.

‘However, there are still too many online retailers who have discrepancies between what they offer online and what is actually available,’ said Atherton.