E-commerce sites could improve their conversion rates by focusing on product availability, variety and appeal.

According to ForeSee Results, these internet marketing factors are the most likely to have a positive impact on customer satisfaction levels.

The company’s UK Christmas Online Retail Satisfaction Index also showed that the variety, availability and usefulness of website features are also an important part of the customer experience, as is the accuracy, quality and freshness of content.

Amazon.co.uk and Play.com had the highest level of customer satisfaction out of the top 30 UK online retailers this year, scoring 78 out of 100 in total, ForeSee found.

"As offline sales slow, the online channel has proven to be a bright spot in the retail economy, meaning that retail websites are more important than ever," said Larry Freed, president and chief executive of ForeSee.

The IMRG-Hitwise Hot Shops List ranked Amazon.co.uk as the most popular UK e-commerce site in the three months to November.

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