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How to Benchmark Your Online Customer 
Experience Against Competition 
1
2 
Conducting Remote Unmoderated Usability Studies: Part 1 
Ann Rochanayon 
Sr. Director UX/CX Research 
UserZoom 
arochanayon@userzoom.com 
Speaker 
Meet the Speakers 
Elijah Degen 
VP, Head of Digital Marketing Practice 
Interakt 
elijahd@interaktco.com 
Speaker
3 
The #1 Platform for Agile Usability Testing 
& User Experience Analytics 
Our all-in-one enterprise solution makes research & testing 
cost-effective, agile and easy
4 
Quick Housekeeping 
• Chat box is available if you have any questions 
• There will be time for Q&A at the end 
• We will be recording the webinar for future viewing 
• All attendees will receive a copy of the slides/recording 
Continue the discussion using: #uzwebinar 
Continue the discussion using #uzwebinar
5 
UserZoom Retail Benchmark | December 2014 
Contents 
• How CE/UX Benchmarks Add Value to Your Brand 
• About Remote Unmoderated User Testing 
• Case Study: Retail Competitive Benchmark Study 
 Study Methodology 
 Participant Profile 
 Summary 
 Brand, Conversion, and NPS Findings
6 
How can CE/UX benchmarks 
add to value to your brand?
Online User experience – the defining moment 
7 
The content and quality of each individual visitor’s interaction — the user 
experience — collectively defines your digital brand, communicates your value 
proposition, and creates the foundation for future brand interactions — positive 
and negative. 
Perceived 
Credibility 
Profitability 
Intent to 
Return 
Intent to 
Purchase 
User 
Satisfaction 
Word of 
Mouth 
A Positive 
Experience 
A Negative 
Experience 
Expectations User Experience
8 
Lots of macro benchmarks are out there… 
• Traffic, user demographics, media spend, etc… 
Why are there few benchmarks for CE/UX? 
• Customer Experience & User Experience have varying 
definitions between companies 
• Usability benchmarks are generally custom 
• Competitors vary depending on who you ask 
• Info from UX benchmarking is so actionable, it is rarely 
shared
Where can UX benchmarking impact decisions? 
9 
Area of Discovery Example value 
Best Practices in service/UX design Leverage competitors findings and save 
costs 
Service/UX Design Decisions Justify investments/costs via VOC 
Or test prototypes 
Know your customer Know what keeps them from converting 
Quantify to customer feedback Give hard numbers to show impact. 
Example Question: 
For those who considered your brand, 
what are the top 5 reasons why not 
converting? 
Online Brand Impact Help brand marketers understand the 
brand's impact in online experience 
Eg Brand Perception can impact 
conversion as much as online task 
completion.
10 
What can be measured? 
Web design components 
• Navigation, content, site performance, interactive 
elements. 
• Example Metrics: Task Completion, Ease of Use, Time 
on Task, etc. 
Brand components 
• Voice of Customer, Brand affinity/likeability, Attitudes 
toward Brand 
• Example Metrics: NPS, CSAT, Brand Attributes Matrices
11 
What is needed to benchmark properly? 
Area of Discovery Example value 
Correct tools • cross device 
• website independent 
• In-app 
• Video & audio & clicks 
Correct Audiences • Target Audience 
• Counter Audiences 
eg Lost Opportunity Audience, Control Group 
Correct Proctor / Partner • Impartial = Let the numbers speak for 
themselves 
• Specialists w/ Broad Experience 
Correct Type of Testing • Moderated In-Person 
(powerful exploratory / directional tool, but EXPENSIVE) 
• Unmoderated Remote Testing 
(great deep dive analysis and very cost scalable globally)
12 
UserZoom Retail Benchmark | December 2014 
Remote Unmoderated User Testing 
• ‘In-the-wild’ testing (natural context) 
• Geographic representation 
• No moderation needed 
• Software collects data, 
stores securely in the cloud, 
accessible real time 
•Test any web-based UI, live 
or prototype 
• Output: Usability + Behavior 
+ Video & Audio + 
Satisfaction+NPS+Survey 
Feedback 
• Fast data collection 
• Cost efficient
13 
UserZoom Retail Benchmark | December 2014 
Methodology 
• Goals 
• Determine which retail site presents the best tablet shopping experience 
• Assess the impact of the tablet shopping experience on brand perception, Net 
Promoter Score and conversion 
• 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
14 
UserZoom Retail Benchmark | December 2014 
Methodology: Study Design 
• Between-subjects design 
• N=202 (~50 per site) 
Screener 
Introductory Questions 
Macy’s 
1. Find a jacket 
2. Return policy 
3. Checkout 
Nordstrom 
1. Find a jacket 
2. Return policy 
3. Checkout 
Urban Outfitter 
1. Find a jacket 
2. Return policy 
3. Checkout 
Lands’ End 
1. Find a jacket 
2. Return policy 
3. Checkout 
Final Questions
15 
UserZoom Retail Benchmark | December 2014 
Participant Profile: Purchase experience 
Please indicate your gender. 
84% 
16% 
Female 
Male 
5% 
42% 
17% 
14% 
21% 
18 - 25 
26 - 35 
36 - 45 
46 - 55 
Over 
55 
Please indicate your age range. 
Which of the following best describes how frequently you 
purchase clothes and accessories online? 
15% 
39% 
38% 
8% 
Weekly 
Monthly 
Several times per year 
Once per year 
N=202
16 
UserZoom Retail Benchmark | December 2014 
Participant Profile: Sites Browse / Purchased 
• Kohl’s and Macy’s were the top two sites participants visited to purchase 
clothing and accessories 
Which of the following websites have you browsed for clothes and accessories using your tablet? / Which of the 
following websites have you purchased clothes and accessories using your tablet? [Check all that apply] 
20% 
11% 
14% 
14% 
34% 
13% 
62% 
21% 
14% 
52% 
26% 
6% 
7% 
10% 
18% 
5% 
38% 
9% 
6% 
37% 
10% 
5% 
Aeropostle 
Banana Republic 
Dillard’s 
GAP 
J. Crew 
Kohl’s 
L.L.Bean 
Land’sEnd 
Macy’s 
Nordstrom 
Urban Outfitters 
Browsed Purchased N=202
17 
Summary
18 
UserZoom Retail Benchmark | December 2014 
User Experience Rankings 
User Experience 
Score* 
79 
72 
70 
55 
1 
2 
3 
4 
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
19 
UserZoom Retail Benchmark | December 2014 
Summary: Task 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% 98% 
98% 98% 98% 
88% 86% 90% 
94% 
79% 
69% 
85% 
Task 1: Find a Jacket Task 2: Return Policy Task 3: Checkout 
Macy's N=50 Nordstrom N=49 Urban Outfitters N=52 Lands' End N=51
20 
UserZoom Retail Benchmark | December 2014 
Summary: Task Ease of Use 
• Lands’ End performed relatively well overall on task ease of use 
• Urban Outfitters had the low ease of use ratings, consistent with the lower task 
success rates 
72% 
48% 
68% 
65% 67% 
78% 
37% 38% 
62% 
69% 
61% 
86% 
Task 1: Find a Jacket Task 2: Return Policy Task 3: Checkout 
Macy's N=50 Nordstrom N=49 Urban Outfitters N=52 Lands' End N=51
21 
UserZoom Retail Benchmark | December 2014 
Summary: Lands’ 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
22 
UserZoom Retail Benchmark | December 2014 
Summary: Lands’ End 
• Study participants appreciated the fast, simple, easy to navigation with clear 
information available on Lands’ End 
Simple and easy to use 
“Very easy to navigate” 
“Overall a very easy pleasant experience” 
“Very easy, big selection” 
“A lot of ways to narrow your search. Easy 
checkout process” 
“Everything was so simple and easy to do.” 
Clear Information, Easy to Understand 
“Easy to navigate site. Information clear and easy 
to understand. No issues.” 
“The site was very easy to navigate, all necessary 
information was given, pictures and descriptions 
of merchandise was clear” 
“Very easy to maneuver around, easy to 
understand return policy” 
Fast 
“Easy and fast to find what I was looking for” 
“Your website does not lag at all which made it an 
enjoyable experience.”
23 
UserZoom Retail Benchmark | December 2014 
Summary: Nordstrom 
• Nordstrom edged out Macy’s for second place in the user experience rankings 
• A vast majority of Nordstrom participants succeeded in all tasks with 88% or more succeeding 
• Task ease of use were fair with 65% of the participants or higher finding the site easy to use 
while performing the assigned tasks 
• Participants overall found the Nordstrom site easy to navigate and several mentioned the 
helpfulness of the filters 
• However, a sizeable percentage of participants encountered technical issues on the Nordstrom 
site with 27% reporting site slowness and 24% had problems with pages jumping around when 
looking for a product 
• Another opportunity for improvement for Nordstrom would be providing clear return shipping 
cost information; 27% reported frustration not understanding the cost to return an item by mail
24 
UserZoom Retail Benchmark | December 2014 
Summary: Nordstrom 
• The ease of navigation and product filters were cited as being the most helpful 
aspects of the Nordstrom site 
Easy to Navigate 
“It was easy to use their website and find the 
information I needed to make a purchase” 
“Very easy to navigate and checkout...also great 
return policy with free returns” 
“How relatively easy it was to make purchases 
and to be able to ship those items by mail.” 
“Easy to navigate. Inviting layout. Easy to add 
items to shopping bag and to checkout.” 
Easy-to-use Filters 
“The website was set up for easy purchases. And 
the filters made my shopping very easy and fast. 
Very impressed!” 
“The whole thing was very smooth and easy to 
understand. The filters, the check out, customer 
service- it’s all very accessible.” 
“The site was pretty easy to navigate with lots of 
filtering options. Most of the information I looked 
for was easily found” 
“Easy to use the filters to narrow a search.”
25 
UserZoom Retail Benchmark | December 2014 
Summary: Macy’s 
• Macy’s finished in third place based on the user experience rankings 
• Nearly all participants in succeeded in finding a jacket meeting specific criteria and 
finding the return policy while 86% succeeded with the checkout task 
• Despite the high success rates in finding the return policy, only 48% found the task easy 
with 36% reporting difficulty understanding the shipping cost and 18% struggling to find 
return policy information 
• 68% found it easy to check out on the Macy’s site; technical issues with the site were 
the primary problems encountered 
• 16% mentioned the pages were too slow during checkout and 12% had problems with 
the page jumping around when clicking
26 
UserZoom Retail Benchmark | December 2014 
Summary: Macy’s 
• Participants found Macy’s easy to navigate, but also mentioned that the site 
was fast and offered a good tablet experience 
Easy to Navigate 
“Fast. Easy to find things and search” 
“Ease of the website, clear self explanatory instructions 
on how to check out and add things to my bag” 
“Site was very easy to navigate, simple links and the 
filter/sort feature was very fast.” 
Fast Site 
“Many products, fast loading” 
“The site was easy to navigate, loading time was fast and 
almost everything was very easy to locate.” 
“Very easy and clear to navigate. Loaded quickly and 
responded in a good amount of time.” 
Good Tablet Site 
“It worked really well on my tablet. I do most of my online 
shopping on a tablet and some sites work better then 
other. I would say this one was easy to use its not a site 
that I would have to switch to another computer to use.” 
“I like the mobile version better than desktop”
27 
UserZoom Retail Benchmark | December 2014 
Summary: Urban Outfitters 
• Urban Outfitters lagged behind the 
other sites in fourth place 
• Participants were least successful 
finding a jacket, finding return policy 
information and checking out 
• Ease of use ratings were also lower 
than the other sites 
• Only 37% found it easy to find a jacket 
with 23% struggling with the amount of 
scrolling, 17% struggling with the filters 
and 17% having problems narrowing 
down results among other issues 
• With the return policy, 37% had 
problems finding it and another 13% felt 
there was too much scrolling required
28 
UserZoom Retail Benchmark | December 2014 
Summary: Urban Outfitters 
• Participants had greater difficulty navigating Urban Outfitters due to the 
scrolling required along with technical problems with the site 
Difficult to Navigate 
“Everything so complicated to find. Too much scrolling to 
find an item. Info text too small to read” 
“Not easy to navigate thru to see items. Need more 
groupings etc., men’s coats, women’s coats, shoes men’s or 
women’s.” 
“It is hard to maneuver to categories because the pictures 
are so big for the categories.” 
“Images were too big, I had to scroll around too much” 
Unclear Icons 
“Also need to identify the BAG icon.” 
“Icons are not easily identifiable.” 
Technical Issues 
“The checkout kept asking for my shipping address and 
then would reload the same page. I did this 4 times.” 
“The page did not fully load” 
“The page would not bring up the items; the page kept going 
blank”
29 
Brand, Conversion, and NPS 
Findings
30 
UserZoom Retail Benchmark | December 2014 
Brand Perception 
• After interacting with the site, Lands’ End had the biggest increase in positive 
brand perception 
62% 
57% 
23% 
18% 
62% 
69% 
44% 
76% 
N=37 N=50 N=37 N=49 N=31 N=52 N=39 N=51 
Macy's Nordstroms Urban Outfitters Lands' End 
Pre-site evaluation Post-site evaluation 
Site Delta 
Macy’s 0% 
Nordstrom 14% 
Urban Outfitters 21% 
Lands’ End 58% 
* Selected 6-7 on a 7-point scale where 1 = Negative and 7 = Positive
31 
UserZoom Retail Benchmark | December 2014 
Call to Action 
• Participants were most likely to make a purchase from Macy’s or Nordstrom 
and least likely to to make a purchase on the Urban Outfitters tablet site 
52% 
Based only on your experience today, how likely are you to 
make a purchase on [SITE] on your tablet in the future? 
47% 
15% 
39% 
38% 
35% 
43% 
57% 
10% 
18% 
42% 
4% 
Macy's N=50 Nordstrom N=49 Urban Outfitters 
N=52 
Unlikely (1-2) 
Neutral (3-5) 
Likely (6-7) 
Lands End N=51
32 
UserZoom Retail Benchmark | December 2014 
Net Promoter Score 
• Participants were most likely to recommend Macy’s, followed by Nordstrom 
• Urban Outfitters had far more detractors than promoters with a -56% NPS 
NPS 
10% 
-6% 
-56% 
- 23% 
How likely are you to recommend [SITE] to a friend or 
36% 
43% 
colleague? 
69% 
45% 
18% 
20% 
17% 
33% 
46% 
37% 
14% 
22% 
Macy's N=50 
Nordstrom N=49 
Urban Outfitters N=52 
Lands End N=51 
Detractor (0-6) Passive (7-8) Promoter (9-10)
33 
UserZoom Retail Benchmark | December 2014 
Post Site Interaction Brand Attributes* 
• Nordstrom was associated with ‘Customer-oriented’ and ‘High quality,’ while 
Macy’s was most associated with ‘Value’ and ‘Variety’ 
42% 
10% 
51% 
54% 
37% 
40% 
52% 
24% 
63% 
18% 
41% 
19% 
23% 
40% 
12% 
35% 
8% 
51% 
31% 
33% 
Customer-oriented 
Exclusive 
High quality 
Value 
Variety 
Macy's Post N=50 
Nordstrom Post N=49 
Urban Outfitters Post N=52 
Lands End Post N=51 
Based only on your experience today, which of the following 
attributes do you associate with [COMPANY]? 
* Partial list displayed
34 
UserZoom Retail Benchmark | December 2014 
Change in Brand Attributes* 
• Perceptions of ‘Customer-oriented’ and ‘Variety’ increased for all sites from 
pre- to post-study 
• Macy’s and Nordstrom had decreases in brand association with ‘Exclusive’ 
and ‘High quality’ 
10% 
-10% 
-26% 
6% 
4% 
27% 
-15% 
-17% 
0% 
21% 
19% 
6% 
11% 
13% 
-3% 
23% 
0% 
12% 
15% 
25% 
Macy's N=50 
Nordstrom N=49 
Urban Outfitters N=50 
Lands End N=51 
Customer-oriented 
Exclusive 
High quality 
Value 
Variety 
Which of the following attributes do you associate with 
[COMPANY]? 
* Partial list displayed
Usability Testing 
• Web & Mobile Task-based Testing 
• UX & Usability Benchmarking 
• Competitive Research 
• Concept Testing 
IA & UX Design Validation 
• Navigation Optimization - Card Sorting 
• Findability - Tree Testing 
• Design Research - Click Testing 
• Impression Testing - Timeout Testing 
Customer Experience Measurement 
• Voice of Customer- Live Intercept surveys 
• Customer Feedback & Sat- Online Surveys 
• Web Analytics Integration 
35 
Introduction to UserZoom 
Suite of tools For 
All stages of your product 
life cycle
36 
UserZoom Data | Results
37 
Summary 
• Benchmarking is valuable to investment decisions 
• Benchmarking can give you unparalleled insight and a 
competitive edge 
• Nearly every customer perspective can be measured 
• Partner, Tool & Audience selection is key to success 
• Retail is audiences are very measurable for online user 
experience & offline in-store experience 
• Task Metrics are key to conversion improvement 
• Brand Metrics are very measurable via Remote Testing 
• Lift in Brand Perception by a website can be HUGE 
• Know if your website is presenting the desired Brand 
Attributes
38 
Questions

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How to Benchmark Your Online Customer Experience Against Competition

  • 1. How to Benchmark Your Online Customer Experience Against Competition 1
  • 2. 2 Conducting Remote Unmoderated Usability Studies: Part 1 Ann Rochanayon Sr. Director UX/CX Research UserZoom arochanayon@userzoom.com Speaker Meet the Speakers Elijah Degen VP, Head of Digital Marketing Practice Interakt elijahd@interaktco.com Speaker
  • 3. 3 The #1 Platform for Agile Usability Testing & User Experience Analytics Our all-in-one enterprise solution makes research & testing cost-effective, agile and easy
  • 4. 4 Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording Continue the discussion using: #uzwebinar Continue the discussion using #uzwebinar
  • 5. 5 UserZoom Retail Benchmark | December 2014 Contents • How CE/UX Benchmarks Add Value to Your Brand • About Remote Unmoderated User Testing • Case Study: Retail Competitive Benchmark Study  Study Methodology  Participant Profile  Summary  Brand, Conversion, and NPS Findings
  • 6. 6 How can CE/UX benchmarks add to value to your brand?
  • 7. Online User experience – the defining moment 7 The content and quality of each individual visitor’s interaction — the user experience — collectively defines your digital brand, communicates your value proposition, and creates the foundation for future brand interactions — positive and negative. Perceived Credibility Profitability Intent to Return Intent to Purchase User Satisfaction Word of Mouth A Positive Experience A Negative Experience Expectations User Experience
  • 8. 8 Lots of macro benchmarks are out there… • Traffic, user demographics, media spend, etc… Why are there few benchmarks for CE/UX? • Customer Experience & User Experience have varying definitions between companies • Usability benchmarks are generally custom • Competitors vary depending on who you ask • Info from UX benchmarking is so actionable, it is rarely shared
  • 9. Where can UX benchmarking impact decisions? 9 Area of Discovery Example value Best Practices in service/UX design Leverage competitors findings and save costs Service/UX Design Decisions Justify investments/costs via VOC Or test prototypes Know your customer Know what keeps them from converting Quantify to customer feedback Give hard numbers to show impact. Example Question: For those who considered your brand, what are the top 5 reasons why not converting? Online Brand Impact Help brand marketers understand the brand's impact in online experience Eg Brand Perception can impact conversion as much as online task completion.
  • 10. 10 What can be measured? Web design components • Navigation, content, site performance, interactive elements. • Example Metrics: Task Completion, Ease of Use, Time on Task, etc. Brand components • Voice of Customer, Brand affinity/likeability, Attitudes toward Brand • Example Metrics: NPS, CSAT, Brand Attributes Matrices
  • 11. 11 What is needed to benchmark properly? Area of Discovery Example value Correct tools • cross device • website independent • In-app • Video & audio & clicks Correct Audiences • Target Audience • Counter Audiences eg Lost Opportunity Audience, Control Group Correct Proctor / Partner • Impartial = Let the numbers speak for themselves • Specialists w/ Broad Experience Correct Type of Testing • Moderated In-Person (powerful exploratory / directional tool, but EXPENSIVE) • Unmoderated Remote Testing (great deep dive analysis and very cost scalable globally)
  • 12. 12 UserZoom Retail Benchmark | December 2014 Remote Unmoderated User Testing • ‘In-the-wild’ testing (natural context) • Geographic representation • No moderation needed • Software collects data, stores securely in the cloud, accessible real time •Test any web-based UI, live or prototype • Output: Usability + Behavior + Video & Audio + Satisfaction+NPS+Survey Feedback • Fast data collection • Cost efficient
  • 13. 13 UserZoom Retail Benchmark | December 2014 Methodology • Goals • Determine which retail site presents the best tablet shopping experience • Assess the impact of the tablet shopping experience on brand perception, Net Promoter Score and conversion • 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
  • 14. 14 UserZoom Retail Benchmark | December 2014 Methodology: Study Design • Between-subjects design • N=202 (~50 per site) Screener Introductory Questions Macy’s 1. Find a jacket 2. Return policy 3. Checkout Nordstrom 1. Find a jacket 2. Return policy 3. Checkout Urban Outfitter 1. Find a jacket 2. Return policy 3. Checkout Lands’ End 1. Find a jacket 2. Return policy 3. Checkout Final Questions
  • 15. 15 UserZoom Retail Benchmark | December 2014 Participant Profile: Purchase experience Please indicate your gender. 84% 16% Female Male 5% 42% 17% 14% 21% 18 - 25 26 - 35 36 - 45 46 - 55 Over 55 Please indicate your age range. Which of the following best describes how frequently you purchase clothes and accessories online? 15% 39% 38% 8% Weekly Monthly Several times per year Once per year N=202
  • 16. 16 UserZoom Retail Benchmark | December 2014 Participant Profile: Sites Browse / Purchased • Kohl’s and Macy’s were the top two sites participants visited to purchase clothing and accessories Which of the following websites have you browsed for clothes and accessories using your tablet? / Which of the following websites have you purchased clothes and accessories using your tablet? [Check all that apply] 20% 11% 14% 14% 34% 13% 62% 21% 14% 52% 26% 6% 7% 10% 18% 5% 38% 9% 6% 37% 10% 5% Aeropostle Banana Republic Dillard’s GAP J. Crew Kohl’s L.L.Bean Land’sEnd Macy’s Nordstrom Urban Outfitters Browsed Purchased N=202
  • 18. 18 UserZoom Retail Benchmark | December 2014 User Experience Rankings User Experience Score* 79 72 70 55 1 2 3 4 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
  • 19. 19 UserZoom Retail Benchmark | December 2014 Summary: Task 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% 98% 98% 98% 98% 88% 86% 90% 94% 79% 69% 85% Task 1: Find a Jacket Task 2: Return Policy Task 3: Checkout Macy's N=50 Nordstrom N=49 Urban Outfitters N=52 Lands' End N=51
  • 20. 20 UserZoom Retail Benchmark | December 2014 Summary: Task Ease of Use • Lands’ End performed relatively well overall on task ease of use • Urban Outfitters had the low ease of use ratings, consistent with the lower task success rates 72% 48% 68% 65% 67% 78% 37% 38% 62% 69% 61% 86% Task 1: Find a Jacket Task 2: Return Policy Task 3: Checkout Macy's N=50 Nordstrom N=49 Urban Outfitters N=52 Lands' End N=51
  • 21. 21 UserZoom Retail Benchmark | December 2014 Summary: Lands’ 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
  • 22. 22 UserZoom Retail Benchmark | December 2014 Summary: Lands’ End • Study participants appreciated the fast, simple, easy to navigation with clear information available on Lands’ End Simple and easy to use “Very easy to navigate” “Overall a very easy pleasant experience” “Very easy, big selection” “A lot of ways to narrow your search. Easy checkout process” “Everything was so simple and easy to do.” Clear Information, Easy to Understand “Easy to navigate site. Information clear and easy to understand. No issues.” “The site was very easy to navigate, all necessary information was given, pictures and descriptions of merchandise was clear” “Very easy to maneuver around, easy to understand return policy” Fast “Easy and fast to find what I was looking for” “Your website does not lag at all which made it an enjoyable experience.”
  • 23. 23 UserZoom Retail Benchmark | December 2014 Summary: Nordstrom • Nordstrom edged out Macy’s for second place in the user experience rankings • A vast majority of Nordstrom participants succeeded in all tasks with 88% or more succeeding • Task ease of use were fair with 65% of the participants or higher finding the site easy to use while performing the assigned tasks • Participants overall found the Nordstrom site easy to navigate and several mentioned the helpfulness of the filters • However, a sizeable percentage of participants encountered technical issues on the Nordstrom site with 27% reporting site slowness and 24% had problems with pages jumping around when looking for a product • Another opportunity for improvement for Nordstrom would be providing clear return shipping cost information; 27% reported frustration not understanding the cost to return an item by mail
  • 24. 24 UserZoom Retail Benchmark | December 2014 Summary: Nordstrom • The ease of navigation and product filters were cited as being the most helpful aspects of the Nordstrom site Easy to Navigate “It was easy to use their website and find the information I needed to make a purchase” “Very easy to navigate and checkout...also great return policy with free returns” “How relatively easy it was to make purchases and to be able to ship those items by mail.” “Easy to navigate. Inviting layout. Easy to add items to shopping bag and to checkout.” Easy-to-use Filters “The website was set up for easy purchases. And the filters made my shopping very easy and fast. Very impressed!” “The whole thing was very smooth and easy to understand. The filters, the check out, customer service- it’s all very accessible.” “The site was pretty easy to navigate with lots of filtering options. Most of the information I looked for was easily found” “Easy to use the filters to narrow a search.”
  • 25. 25 UserZoom Retail Benchmark | December 2014 Summary: Macy’s • Macy’s finished in third place based on the user experience rankings • Nearly all participants in succeeded in finding a jacket meeting specific criteria and finding the return policy while 86% succeeded with the checkout task • Despite the high success rates in finding the return policy, only 48% found the task easy with 36% reporting difficulty understanding the shipping cost and 18% struggling to find return policy information • 68% found it easy to check out on the Macy’s site; technical issues with the site were the primary problems encountered • 16% mentioned the pages were too slow during checkout and 12% had problems with the page jumping around when clicking
  • 26. 26 UserZoom Retail Benchmark | December 2014 Summary: Macy’s • Participants found Macy’s easy to navigate, but also mentioned that the site was fast and offered a good tablet experience Easy to Navigate “Fast. Easy to find things and search” “Ease of the website, clear self explanatory instructions on how to check out and add things to my bag” “Site was very easy to navigate, simple links and the filter/sort feature was very fast.” Fast Site “Many products, fast loading” “The site was easy to navigate, loading time was fast and almost everything was very easy to locate.” “Very easy and clear to navigate. Loaded quickly and responded in a good amount of time.” Good Tablet Site “It worked really well on my tablet. I do most of my online shopping on a tablet and some sites work better then other. I would say this one was easy to use its not a site that I would have to switch to another computer to use.” “I like the mobile version better than desktop”
  • 27. 27 UserZoom Retail Benchmark | December 2014 Summary: Urban Outfitters • Urban Outfitters lagged behind the other sites in fourth place • Participants were least successful finding a jacket, finding return policy information and checking out • Ease of use ratings were also lower than the other sites • Only 37% found it easy to find a jacket with 23% struggling with the amount of scrolling, 17% struggling with the filters and 17% having problems narrowing down results among other issues • With the return policy, 37% had problems finding it and another 13% felt there was too much scrolling required
  • 28. 28 UserZoom Retail Benchmark | December 2014 Summary: Urban Outfitters • Participants had greater difficulty navigating Urban Outfitters due to the scrolling required along with technical problems with the site Difficult to Navigate “Everything so complicated to find. Too much scrolling to find an item. Info text too small to read” “Not easy to navigate thru to see items. Need more groupings etc., men’s coats, women’s coats, shoes men’s or women’s.” “It is hard to maneuver to categories because the pictures are so big for the categories.” “Images were too big, I had to scroll around too much” Unclear Icons “Also need to identify the BAG icon.” “Icons are not easily identifiable.” Technical Issues “The checkout kept asking for my shipping address and then would reload the same page. I did this 4 times.” “The page did not fully load” “The page would not bring up the items; the page kept going blank”
  • 29. 29 Brand, Conversion, and NPS Findings
  • 30. 30 UserZoom Retail Benchmark | December 2014 Brand Perception • After interacting with the site, Lands’ End had the biggest increase in positive brand perception 62% 57% 23% 18% 62% 69% 44% 76% N=37 N=50 N=37 N=49 N=31 N=52 N=39 N=51 Macy's Nordstroms Urban Outfitters Lands' End Pre-site evaluation Post-site evaluation Site Delta Macy’s 0% Nordstrom 14% Urban Outfitters 21% Lands’ End 58% * Selected 6-7 on a 7-point scale where 1 = Negative and 7 = Positive
  • 31. 31 UserZoom Retail Benchmark | December 2014 Call to Action • Participants were most likely to make a purchase from Macy’s or Nordstrom and least likely to to make a purchase on the Urban Outfitters tablet site 52% Based only on your experience today, how likely are you to make a purchase on [SITE] on your tablet in the future? 47% 15% 39% 38% 35% 43% 57% 10% 18% 42% 4% Macy's N=50 Nordstrom N=49 Urban Outfitters N=52 Unlikely (1-2) Neutral (3-5) Likely (6-7) Lands End N=51
  • 32. 32 UserZoom Retail Benchmark | December 2014 Net Promoter Score • Participants were most likely to recommend Macy’s, followed by Nordstrom • Urban Outfitters had far more detractors than promoters with a -56% NPS NPS 10% -6% -56% - 23% How likely are you to recommend [SITE] to a friend or 36% 43% colleague? 69% 45% 18% 20% 17% 33% 46% 37% 14% 22% Macy's N=50 Nordstrom N=49 Urban Outfitters N=52 Lands End N=51 Detractor (0-6) Passive (7-8) Promoter (9-10)
  • 33. 33 UserZoom Retail Benchmark | December 2014 Post Site Interaction Brand Attributes* • Nordstrom was associated with ‘Customer-oriented’ and ‘High quality,’ while Macy’s was most associated with ‘Value’ and ‘Variety’ 42% 10% 51% 54% 37% 40% 52% 24% 63% 18% 41% 19% 23% 40% 12% 35% 8% 51% 31% 33% Customer-oriented Exclusive High quality Value Variety Macy's Post N=50 Nordstrom Post N=49 Urban Outfitters Post N=52 Lands End Post N=51 Based only on your experience today, which of the following attributes do you associate with [COMPANY]? * Partial list displayed
  • 34. 34 UserZoom Retail Benchmark | December 2014 Change in Brand Attributes* • Perceptions of ‘Customer-oriented’ and ‘Variety’ increased for all sites from pre- to post-study • Macy’s and Nordstrom had decreases in brand association with ‘Exclusive’ and ‘High quality’ 10% -10% -26% 6% 4% 27% -15% -17% 0% 21% 19% 6% 11% 13% -3% 23% 0% 12% 15% 25% Macy's N=50 Nordstrom N=49 Urban Outfitters N=50 Lands End N=51 Customer-oriented Exclusive High quality Value Variety Which of the following attributes do you associate with [COMPANY]? * Partial list displayed
  • 35. Usability Testing • Web & Mobile Task-based Testing • UX & Usability Benchmarking • Competitive Research • Concept Testing IA & UX Design Validation • Navigation Optimization - Card Sorting • Findability - Tree Testing • Design Research - Click Testing • Impression Testing - Timeout Testing Customer Experience Measurement • Voice of Customer- Live Intercept surveys • Customer Feedback & Sat- Online Surveys • Web Analytics Integration 35 Introduction to UserZoom Suite of tools For All stages of your product life cycle
  • 36. 36 UserZoom Data | Results
  • 37. 37 Summary • Benchmarking is valuable to investment decisions • Benchmarking can give you unparalleled insight and a competitive edge • Nearly every customer perspective can be measured • Partner, Tool & Audience selection is key to success • Retail is audiences are very measurable for online user experience & offline in-store experience • Task Metrics are key to conversion improvement • Brand Metrics are very measurable via Remote Testing • Lift in Brand Perception by a website can be HUGE • Know if your website is presenting the desired Brand Attributes

Notas do Editor

  1. 18% reported that the return policy page was cluttered 12% thought there were too many links on the return policy page - The page was very text heavy with a lot of information
  2. Task Success Find Jacket 96% Find return policy 98% Checkout 86% Return policy Participants spent more time looking for the return policy on Macy’s than on Nordstrom’s and Lands’ End (slightly less time than UO) Checkout (ON SLIDE) - 16% reported that the site was too slow 12% reported problems with the page jumping around at checkout