In the newest Phone + Plan Digital Sales Scan of January 2019, VerizonWireless.com dominates the market again. The telecom provider has a Digital Sales Score of 39, a staggering 16 points ahead of T-Mobile.com and ATT.com, who both earn a total of 23 points. The study is based on 300 consumers, in the comfort of their own home, that search for a new mobile phone + plan on their own smartphones.
In this study’s Digital Customer Experience Score ranking, BestBuy.com takes the lead with 69 points. T-Mobile holds a Digital CX Score of 63, tied with VerizonWireless.com for the third place.
Digital Sales ScoreStudy: Smartphone + PlanMeasurement date: January 2019Country: The United States
- 1 VerizonWireless.com 39
- 2 T-Mobile.com 23
- 3 ATT.com 23
- 4 BestBuy.com 17
- 5 Sprint.com 17
- 6 ConsumerCellular.com 15
- 7 Walmart.com 14
- 8 Samsung.com 13
- 9 TracFone.com 13
- 10 Google.com 11
- 11 WhistleOut.com 9
- 12 MetroPCS.com 8
- 13 BoostMobile.com 7
- 14 CricketWireless.com 6
- 15 NerdWallet.com 5
- 16 USCellular.com 3
- 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.
- Highest total score
Three-time winner VerizonWireless.com leads because of easy to find product offer
Since October 2017, VerizonWireless.com ranks first and has slowly been increasing their Conversion from 32% in October 2017 to 38% in January 2019. The consumers visiting the website of the phone with plan provider are most impressed by how easy it is to navigate through the offer. As one of the respondents puts it: “easy to find the plan you are looking for, easy to find the phone you want and easy navigator”. Another study participant finds: “The various plans are laid out clearly, the “help me choose” feature is very nice, and everything is large and easy to read on a smartphone. Love the chat feature.”
High Conversion, low Findability for ConsumerCellular.com
When looking solely at Conversion, ConsumerCellular.com performs best with 44% – nearly 1 out of every 2 visitors on their website ends up choosing them as their preferred provider. However, they are found by just 5% of the orienting customers. Walmart.com, Samsung.com, TracFone.com and BestBuy.com, all with low Findability (between 6-14%) are runners-up – these four telecom retailers & providers all have a Conversion of 39%.
New: The Digital CX-Score
The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.
Digital CX-Score | SmartphoneStudy Phone + PlanMeasurement date: January 2019Country: United States
- 1 BestBuy.com 69
- 2 T-Mobile.com 63
- 3 VerizonWireless.com 63
- 4 Sprint.com 61
- 5 ATT.com 61
- 6 CricketWireless.com 59
- 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.
Best Buy makes a good First Impression and Further Look
BestBuy.com consistently scores highest in both the First Impression and Further Look phases, on all three customer experience themes Look & Feel, Offer, and Brand. In terms of Look & Feel, respondents are pleased by the “clear images and price comparison” – “immediately it shows pictures of a variety of phones from which to choose”.
Additionally, the Product Offer stands out from the crowd, particularly during the Further Look: “Multiple options (carriers and cost) along with phone choices and upgrades. Easy to read, see cost, carrier and payment options.” and “my information was easily found with side panel choices which enable further drill downs.”
Goal and relevance of this research
The goal of this research is to map out the exact digital experience of potential customers who are searching to buy a new smartphone and post-paid plan. It is important to capture the consumers’ choices and their reason to choose a specific company. WUA has continually improved its a proven model over the last 10 years, which shows precisely what customers want and why, what the best practices are, and the obstacles faced by each website & provider.
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