800 Consumers Evaluated the Mobile Website Experiences of Top Fortune 100 Retailers

CHICAGO, June 6, 2017 – IRCE 2017 – As consumers spend an increasing amount of time shopping on smartphones, their expectations for mobile experiences are rising sharply. While mobile sales topped $60 billion in 2016, mobile interactions influenced $1.05 trillion in offline sales. Successful retailers will provide mobile sites with a frictionless path to purchase that also seamlessly integrate into omnichannel shopping experiences.

In its inaugural RETAIL Mobile Customer Experience Index published today, UserTesting, the most advanced on-demand user research platform, 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 Walmart.

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 10 years 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.

Key findings from the report include:

  • Overall highest-rated retailers were Best Buy, The Home Depot, and Target. All scored high on all five UX factors, especially Ease of Use and Speed.
  • Overall lowest-rated retailers (noting overall scores for these top-performing retailers were all fairly high) were Costco and Walmart. Opportunities for improvement included 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. Scores for this attribute were lower across the board compared to the other four factors.

“We have entered what Forrester 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, VP of Marketing at UserTesting. “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.”

UserTesting makes this announcement from booth #2009 at the Internet Retailer Conference (IRCE). Press and attendees are invited to visit the booth and attend the session “Unpredictability: Don’t Count on Shoppers Using Your Site or App the Way You Expect” presented by’s Ben Babcock and UserTesting’s Michael Mace at IRCE on Thursday, June 8 at 3:15 pm (Ballroom B).

Research Methodology

For the inaugural RETAIL Mobile Customer Experience Index, UserTesting ran a competitive benchmarking study – from April 19, 2017 to May 5, 2017 – of eight of the top Fortune 100 retailers with both an online and a brick-and-mortar presence. 800 consumers (100 per retailer) evaluated the retailers’ mobile websites based on five key user experience factors (see above). Each shopper attempted to complete a series of standard online shopping tasks on the mobile site and then responded to rating-scale questions about their perception of the site.

A copy of the full report, including charts, is available for download at

About UserTesting
UserTesting (NYSE: USER) has fundamentally changed the way organizations get insights from customers with fast, opt-in feedback and experience capture technology. The UserTesting Human Insight Platform taps into our global network of real people and generates video-based recorded experiences, so anyone in an organization can directly ask questions, hear what users say, see what they mean, and understand what it’s actually like to be a customer. Unlike approaches that track user behavior then try to infer what that behavior means, UserTesting eliminates the guesswork and brings customer experience data to life with human insight. UserTesting has more than 2,100 customers, including more than half of the world’s top 100 most valuable brands according to Forbes. UserTesting is headquartered in San Francisco, Calif. To learn more, visit

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