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Bargain Booze extends the gap between it and The Whisky Shop at the head of the table of the top performing major British drinks websites, according to tests conducted on the sites of the top 25 UK drinks retailers for August.

Having returned to the top position last month the improved performance of the Bargain Booze website in August – with its score of 7.56 out of 10 versus 7.38 in July – ensured it increased the gap to second-placed The Whisky Shop that again scored 6.64 in the ranked table of the top UK drinks retailers’ websites produced exclusively for Retail Insider by website testing specialist Sitemorse.

In the top five of the table the only change this month was the flip-flopping between Lidl and Fortnum & Mason as the former climbed one place into third spot while the high-end retailer slipped a place into fourth spot.

To produce the rankings Sitemorse runs automated software that page-by-page reads the first 125 pages of each website and analyses on the basis of six key criteria – function, code quality, user experience, accessibility, performance and SEO capability.

The big movers this month are lower down the table with Aldi climbing six places into 12th spot with a score of 3.60 and Tesco receiving a rare bit of good news this month as it jumped seven places to 14th spot.

Despite the, still, lowly position of Tesco it is among the better performing major grocers as it stands above Marks & Spencer, in 15th spot, Waitrose Cellar, in 17th spot, Sainsbury’s in 19th spot, and Asda, in 20th spot. This highlights that the big grocers still have some way to go to improve the performances of their sites.

Other online stores that most improved their positions this month are Selfridges that moved up two places to 21st spot and Virgin Wines that also moved up two places, into 24th spot. Despite the move of the latter it still only stands one place off the bottom spot that is again held by Naked Wines.

Londis was yet again excluded from the Sitemorse testing this month because of its reliance on JavaScript.

Top UK Drinks Retail Websites – August 2014

Company Name                      +/-       Score out of 10

Bargain Booze             same   7.56

The Whisky Shop         same   6.64

Lidl                              +1        5.13

Fortnum & Mason       -1         5.00

Spar (UK)                     same   4.85

Budgens                      same   4.82

EH Booth & Co          same   4.74

The Wine Society        same   4.56

BeerMerchants.com   same   4.32

Iceland                               +1        3.86

The Drink Shop            +1        3.61

Aldi                                    +6        3.60

Morrisons                    same   3.38

Tesco                           +7        3.20

Marks & Spencer        same   3.20

Slurp.co.uk                  same   3.14

Waitrose Cellar           -3         3.08

Majestic Wine             +1        3.04

Sainsbury’s                  +1        2.74

Asda                            -3         2.50

Selfridges                    +2        2.14

Laithwaites                  same   2.14

Sun Times Wine Club  +1        1.89

Virgin Wines               +2        1.72

Naked Wines               same   1.62

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