Dr Mike Baxter is one of the UK’s leading experts in the online customer experience. Originally trained as a psychologist and then as a Chartered Designer, Mike has published three benchmarking studies of the online customer experience, based on analyses of the top e-commerce sites in the UK. The benchmarks in these reports have covered issues such as home page screen real estate, navigation journey mapping, faceted navigation, search performance benchmarking, search results page design, category page content, product-specific landing pages, sort filter and compare functionality, promotions management, basket design and checkout content and workflow.

His latest benchmarking report on Checkout was considered to be: “Probably the most comprehensive report I have read on the minefield that is the checkout process – it presents the balance needed between what the customer expects and the retailer wants to complete a transaction.” David Williams, E-commerce manager, Charles Tyrwhitt

A consultant to e-commerce companies since 2001, Mike’s recent clients include Dell, Argos and KLM. Mike is also Director of Customer Experience at Moneyspyder.