Date post: | 15-Jul-2015 |
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RETAIL BENCHMARK STUDY
�Measuring the Online Experience ofRetailers on Tablet Devices
Author: Ann RochanayonSr. Director of UX/CX Research at UserZoom
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IntroductionSmartphone and tablet ownership has steadily increased over the years. As of January 2014, 58% of US adults own a smartphone and 42% own a tablet. Mobile device owners use their devices for a myriad of activities, including shopping. 87% of consumers conduct much of their shopping-related activities on a mobile device. Looking specifically at tablets, 65% research product information on tablets and 40% make purchases directly from their tablets2. It’s essential for retailers to understand the mobile web experience on tablets.
1 http://www.pewresearch.org/data-trend/media-and-technology/device-ownership/2 http://www.nielsen.com/content/corporate/us/en/insights/news/2014/shopping-lists-how-mobile-helps-consumers-tick-all-the-boxes.html
58%42%
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Methodology
1. Determine which retail site presents the best tablet shopping experience
2. Assess the impact of the tablet shopping experience on brand, Net Promoter score and conversion
• UserZoom researchers conducted a competitive benchmark study to assess the tablet shopping experience on four retail sites with the following goals:
Participants were invited from the Survey Sampling International panel to answer a few questions in a screener survey to ensure they meet the demographic criteria for the study. Qualified participants were taken directly into the study, where they were asked a few market research questions and were randomly assigned to perform three tasks on one of four sites.
• Sites evaluated:
• Participants tested one of four sites in Nov - Dec 2014 on a tablet
• N=202
• Ages 18+
• Shopped for clothing and accessories online at least once per year
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MethodologyStudy Design
• Between-subjects design
• N=202 (~50 per site)
Final Questions
Screener
Macy’s Nordstrom Urban Outfitters Lands’ End
Introductory Questions
Find a jacket Return policy Checkout
1 2 3
Participant ProfilePurchase Experience
Please indicate your gender.
Please indicate your age range.
Which of the following best describes
how frequently you purchase clothes and
accessories online?84%
16%
Female
Male
5%
42%
17%
14%
21%
18-25
26-35
36-45
46-55
Over 55
15%
39%
38%
8%
Weekly
Monthly
Several Times per year
Once per year
N = 2028
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Summary
User Experience RankingsTask EffectivenessTask Ease of Use
Lands’ EndNordstrom
Macy’sUrban Outfitters
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SummaryUser Experience Rankings
To assess the overall user experience ranking of the sites, UserZoom captured usability metrics for three key tasks on each tablet site. Participants were asked to find an item meeting specific criteria, find return policy information and asked to evaluate the checkout process. The usability metrics captured include key performance indicators such as task effectiveness, ease of use, and clarity of information. The rankings were derived according to how each site performed on each measure.
*Score based out of 100 possible points
User Experience Score*
79
72
70
55
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SummaryTask Effectiveness
• Participants were most successful in completing the study tasks on the Lands’ End site
• Urban Outfitters had the lowest overall task success rates
96%
88%
79%
98% 98%
90%
69%
98%
86%
94%
85%
98%
Find a Jacket Return Policy Checkout
Macy’s N=50 Nordstrom N=49 Urban Outfitters N=52 Land’s End N=51
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SummaryTask Ease of Use
• Lands’ End performed relatively well overall on task ease of use
• Urban Outfitters had the lowest ease of use ratings, consistent with the lower task success rates
72%65%
37%
69%
48%
67%
38%
61%68%
78%
62%
86%
Find a Jacket Return Policy Checkout
Macy’s N=50 Nordstrom N=49 Urban Outfitters N=52 Land’s End N=51
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SummaryLands’ End
Lands’ End led all sites with the highest ratings in the usability metrics
Nearly all participants succeeded in all three tasks, more than any other site
Lands’ End also had relatively high ease of use ratings and was rated highest on post-study brand perception
Participants found the Lands’ End site fast, simple, easy to use and understand; Lands’ End also provided clear return policy information
Although Lands’ End rated highest on task success and fewest issues encountered for the Return Policy task, one area of improvement to consider would be cleaning up the look and feel / organization of the Return policy page
•
•
•
•
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After interacting with the site, Lands’ End had the biggest increase in positive brand perception.
Pre-site evaluation Post-site evaluation
62% 62%57%
69%
23%18%
76%
44%
* Selected 6-7 on a 7-point scale where 1 = Negative and 7 = Positive
Macy’s Nordstrom Urban Outfitters Lands’ End
N=
37
N=
50
N=
37
N=
49
N=
31
N=
52
N=
39
N=
51
Site Delta
Macy’s
Nordstrom
Urban Outfitters
Lands’ End
0%
14%
21%
58%
Brand Perception
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Nordstrom was associated with ‘Customer-oriented’ and ‘High quality,’ while Macy’s was most associated with ‘Value’ and ‘Variety’.
Based only on your experience today, which of the following attributes do you
associate with [COMPANY]?
Customer-oriented
Exclusive
High quality
Value
Variety
10%24%
23%8%
40%18%
12%31%
52%41%
35%33%
54%63%
40%51%
51%42%
19%37%
Macy’s N=50 Nordstrom N=49 Urban Outfitters N=52 Land’s End N=51
Post Site Interaction Brand Attributes
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Net Promoter Score (NPS)
Participants were most likely to recommend Macy’s, followed by Nordstrom.Urban Outfitters had far more detractors than promoters with a -56% NPS.
How likely are you to recommend [SITE] to a
friend or colleague?
Detractor (0-6) Passive (7-8) Promoter (9-10)
43% 20% 37%
69% 17% 14%
45% 33% 22%
36% 18% 46% 10%
-6%
-56%
-23%
Macy's N=50
Nordstrom N=49
Urban Outfitters N=52
Lands End N=51
NPS
38
Clarity of Return Policy Information
Not only were participants most successful in finding return policy on Lands’ End, but the information was also the most clear.
How clear was the information regarding
returning purchases by mail?
4% 8%
31%
61%
25%
25%
50%
4%
26%
70%
36%
60%
Macy'sN=50
NordstromN=49
Urban OutfittersN=52
Lands’ EndN=51
Not at all clear (1-2) Neutral (3-5) Very clear (6-7)
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Purchase Experience / Preference
• 87% of participants have purchased physical, non-digital products in the past
• 44% prefer to purchase physical products in a store, followed closely by tablets at 41%
How have you purchased physical, non-digital
products in the past (e.g., clothing, accessories,
electronics, office supplies)?
Where do you prefer to purchase
physical products?
87%
56%
32%
44%41%
11%
4%
In a store Tablet Desktop MobileTablet Desktop Mobile