In August 2018, WUA asked 200 consumers to orient themselves on smartphone on the lease of a washing machine. The goal of the study: to gain insight into how the separate washing machine lease companies communicate their offer to the consumer. Which website is consumers’ favorite? What do consumers pay attention to when trying to lease a washing machine?
Bundles.nl comes out on top in this study, with a Web Performance Score (WPS) of 75. MeoLease.nl follows closely, with a WPS of 74, and Skala.nl completes the top-3 with 73 points.
Digital Sales ScoreStudy: Washing Machine LeaseTime: August 2018Country: Netherlands
- 1 Bundles.nl 75
- 2 MeoLease.nl 72
- 3 Skala.nl 73
- 4 Splash.nl 62
- 5 Witgoedverhuur.nl 57
- 6 BlueMovement.nl 56
- 7 SmartStudentDeals.nl 50
- 8 Wasmachinehuren.nl 49
- 9 Wasmachineverhuur.nl 45
- 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 Sales Score: this shows howefficient and effective a website is in keeping his visitors.
Large gap between top-3 and other providers
The scores of the providers in the top-3 are very close together. The distance between third place and fourth, however, is a lot bigger. Whereas the scores of the big players in this study only vary by 1 point, Splash.nl follows in fourth place with over 10 points difference, with a Web Performance Score of 62.
Skala.nl preferred most often, gets highest conversion
All in all, most consumers (23%) say they prefer Skala’s website, with 21% of consumers preferring Bundles.nl, and 15% choosing MeoLease. However, Bundles.nl and MeoLease.nl still manage to rank higher than Skala.nl. One of the reasons for this is that they’re found more often: both websites are visited by over 78% of respondents during the orientation on the lease of a washing machine.
At 32%, Skala.nl also gets the highest conversion score, followed by Witgoedverhuur.nl and BlueMovement.nl.
Wasmachineverhuur.nl gets remarkably high score in Customer Experience
Although the Wasmachineverhuur.nl website comes in 9th in the ranking, they manage to get the highest scores in customer experience on Look & Feel and Offer, in both First Impression and In-Depth. BlueMovement.nl takes the lead on the Brand theme.
A few Insights from the study
Bundles.nl wins the study. MeoLease.nl follows in second place. Skala.nl is third. The scores of this top-3 are very close together. However, the gap between them and the fourth place, Splash.nl, is very large.
Bundles.nl and MeoLease.nl are found most often: both websites are visited by 78% of visitors during their orientation on the lease of a washing machine.
In customer experience, Wasmachineverhuur.nl gets the highest scores on Look & Feel and Offer, in both First Impression and In-Depth. BlueMovement.nl takes the lead on Brand.
At 32%, Skala.nl gets the highest conversion score. Witgoedverhuur.nl and BlueMovement.nl follow.
Goal & Relevance of this study
The goal of this study is to map the digital experience of potential customers orienting themselves on the lease of a washing machine, which provider they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues providers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.