Retail Mobile Customer Experience (CX) Index
Successful retailers offer mobile sites with a frictionless path to purchase that also seamlessly integrate into omnichannel shopping experiences. In its inaugural RETAIL Mobile Customer Experience Index, UserTesting conducted a competitive benchmarking study comparing the mobile web user experiences (UX) of eight of the top Fortune 100 retailers: Best Buy, Costco, The Home Depot, Lowe’s, Macy’s, Target, TJ Maxx, and Wal-Mart.
800 consumers evaluated the retailers’ mobile websites based on five factors — ease of use, speed, credibility, aesthetics, and delight — which UserTesting, the most advanced on-demand user platform, has identified as key user experience attributes through a decade of helping companies gain customer insights that improve ROI and increase loyalty. Retailers that performed well provided an appropriate amount of information throughout the shopper journey without requiring much effort from the customer. Companies that made the buyer journey more frustrating were rated lower.