UserTesting Ranks Mobile Web User Experiences of Top Retailers

Retailers scored high on such factors as ease of use and speed
June 15, 2017Andrea Lillo

UserTesting surveyCHICAGOBest Buy, The Home Depot and Target ranked the highest overall in UserTesting’s inaugural survey on the mobile web user experiences (CX) of the top eight retailers on the Fortune 100 list. Costco, Lowe’s, Macy’s, TJ Maxx and Walmart were the other five retailers tested.

For the Retail Mobile Customer Experience Index survey, 800 consumers evaluated the mobile websites based on five factors—ease of use, speed, credibility, aesthetics and delight—which UserTesting has identified as key user experience attributes through its 10 years of helping companies gain customer insights that improve ROI and increase loyalty. The survey found that the eight retailers scored high on all five factors, especially in ease of use and speed.

“We have entered what Forrester [Research] calls ‘the age of the customer,’ in which retailers must develop a deep understanding of what their customers value most and deliver superior digital experiences—or risk becoming irrelevant,” said Brian Smith, vice president of marketing at UserTesting, an on-demand user research platform. “It’s no coincidence that the highest-rated mobile CX leaders in the study are also top retailers invested in omnichannel efforts and successfully battling Amazon.”

While overall scores for these retailers were fairly high, the lowest-rated retailers were Costco and Walmart, with opportunities for improvement in such areas as better transparency around pricing and shipping. Reviewing shipping information was the lowest-scoring task and the most difficult task for mobile shoppers on all of the websites (with the exception of Costco, where finding a product was the most difficult task).

Credibility was the highest-scoring factor, due in part to the retailers’ status as well-established, easily recognizable household names. Delight was the lowest-scoring, most elusive factor.

Andrea LilloAndrea Lillo | Senior Editor
alillo@hfnmag.com

Andrea Lillo has written about a variety of topics, from beer gardens in Queens to kitchen design trends to residential caves. Having joined Home Furnishings News in 2006, she serves as Fashion Editor.

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