A total of 200 American consumers searched for a mobile phone subscription via their smartphone. Market leader Best Buy takes first place in the Sim Only Digital Sales Scan with a Digital Sales Score of 23. Rounding out the top are MintMobile.com (20 points) and VerizonWireless.com (16 points).>> Get free high-level results in the Market Insights Update Sim Only July 2019
On Customer Experience MintMobile.com performs best with a Customer Experience Score of 59, closely followed by VerizonWireless.com (58). MintMobile.com gains high scores on Look & Feel and Offer, whereas VerizonWireless.com has a stronger Brand.
Digital Sales ScoreStudy: Sim OnlyMeasurement: July 2019Country: United States
- 1 BestBuy.com 23
- 2 MintMobile.com 20
- 3 VerizonWireless.com 16
- 4 Amazon.com 15
- 5 Walmart.com 15
- 6 T-Mobile.com 14
- 7 ATT.com 13
- 8 CricketWireless.com 12
- 9 Target.com 12
- 10 Fi.Google.com 11
- 11 WhistleOut.com 9
- 12 Sprint.com 9
- 13 UltraMobile.com 9
- 14 LycaMobile.us 6
- 15 BoostMobile.com 6
- 16 Ting.com 6
- 17 USMobile.com 2
- At the base of each Digital Sales Scan® lies the Digital Sales Model. With this model, the details of the orientation process are mapped. Eventually the performance of a website is reflected in a single, overall score: the Digital Sales Score.
BestBuy.com most efficient with website visitors
BestBuy.com’s is best with consumers visiting the website, they gain an impressive 53% Conversion rate of respondents who considered the website. Consumers “trust” the company, compliment the “very clearly laid-oud display of features and accessories” and like that the brand is “well known”.
BestBuy.com is unique among the competition with the ability to both compare options form the top 4 telecom providers and buy on the spot.
Large retail brands Amazon, Walmart and Target found less often
The highest Conversion rates in this study are set by BestBuy,com (53%) and retailers Amazon, Walmart, and Target who fall right behind BestBuy.com. Although none are found by more than 10% of respondents, Amazon.com, Waltmart.com and Target.com manage to convince consumers of their offer resulting in Conversion rates at 44%, 42% and 36% respectively. According to the study respondents, the retailers fall behind BestBuy.com because their inability to present the variety of options as suitably.
VerizonWireless.com leaves most on the table
At the time of the study, 34% of respondents listed Verizon as their current provider. Yet America’s biggest wireless provider was considered only by 29% of respondents at all, and only managed to convince 8% of all respondents to choose them in the end.
The company scored highest on Brand communication but isn’t able to convince consumers on Look & Feel or Offer. As consumers dig deeper into Verizon’s product Offer, they rank the provider second to last in this study. Verizon comes up short with many consumers. At 17%, it has the biggest share of consumers that would consider a provider as their 2nd or 3rd choice.
The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.
Digital CX-Score | MobileStudy Sim Only / BYODMeasurement: July 2019Country: United States
- 1 MintMobile.com 59
- 2 VerizonWireless.com 56
- 3 UltraMobile.com 56
- 4 Sprint.com 55
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital CX-Score: a representation of everything a visitor of a website experiences on that website. The score zooms in on the different themes regarding Brand, Offer, and Look & Feel.
MintMobile.com best CX because of strong and consistent Look & Feel
In the Digital CX ranking, MintMobile.com takes the lead with a Digital Customer Experience Score of 59. Mint provides a clean and consistent Look & Feel throughout their website coupled with a product offer that strongly competes on price, especially when considering their longer-term options. In the ranking we find VerizonWireless.com on second place with 58 points and UltaMobile.com with a Digital CX Score on third.
Goal and relevance of this research
The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening a new current account online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.