Each site we review is checked to see how it performs in the key areas of construction, selling, order processing and support.

Construction
How easily and quickly can customers find what they are looking for and place an order? We rate highly Web stores that:

• Load quickly
• Are easy to navigate through
• Have an attractive, professional appearance
• Have a simple construction - a customer should be able to place an order within 3 mouse "clicks" of entering the site
• Provide a text only version
• Provide a no frames version (if applicable)
• Make extensive use of "Alt" text for images
• Are fully searchable

• It is clear what is being sold
• The benefits of the product are emphasised
• An explicit request for an order is made
• The vendor attempts to establish credibility
• A degree of personalisation is offered
• Traditional selling techniques are utilised (e.g. coupons, promotions, competitions, cross selling)

• Maximise the number of ways to place an order
• Maximise the number of ways to pay
• Provide secure, on-line credit card processing
• Recognise the global nature of the Internet (e.g. offers currency conversions, world-wide shipping info)
• Acknowledge orders with an unique reference number
• Provide online order tracking
• Send a notification when goods are shipped

• Provide a "first time visitor" section
• Carry full product information
• Make it easy to request and receive further product information
• Are responsive to e-mail requests
• Offer support through e-mail, fax and telephone