Sites were assessed against a range of 19 best-practice guidelines

Tribal Retail Conversion Index

As an initiative building on our successful redesign of Falabella's shopping cart sequence we conducted an expert review of the UK's top 50 e-commerce sites for compliance with best-practice conversion characteristics.

Preparing an expert review is pretty basic stuff; however in this case it took on a special significance because we were systematically evaluating a large number of sites on the same criteria.