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Comparison website WhistleOut.ca leads the Canadian Sim Only market with a Digital Sales Score of 31. The comparison website holds a large 10-point gap compared to runner-up KoodoMobile.com. In this study among 250 Canadian consumers looking for a Bring-Your-Own-Device plan, FreedomMobile.ca ranks third with a Digital Sales Score of 18.

>> Get free high-level results in the Market Insights Update Sim Only July 2019

Despite the first position in the Digital Sales Ranking, the Customer Experience on the website of WhistleOut.ca leaves room for improvement. The provider ranks 4th in the Customer Experience Ranking. KoodoMobile.com takes first place with a CX Score of 66. 

  • Digital Sales Score
    Study: Sim Only
    Measurement: July 2019
    Country: Canada
  • Mobile
  • 1 WhistleOut.ca 31
  • 2 KoodoMobile.com 21
  • 3 FreedomMobile.ca 18
  • 4 VirginMobile.ca 16
  • 5 Bell.ca 15
  • 6 TELUS.com 15
  • 7 ATT.com 13
  • 8 PublicMobile.ca 14
  • 9 CompareCellular.ca 13
  • 10 Costco.ca 13
  • 11 Rogers.com 12
  • 12 chatrwireless.com 5
  • 13 LuckyMobile.ca 4
  • See full list

Market Insights Update

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WhistleOut.ca convinces the most website visitors 

When searching for a Sim Only provider, 21% of respondents making their final choice at WhisleOut.ca. It’s the second most found website in the market after wireless provider Bell, yet has a remarkable 45% conversion rate versus 17% of the latter. Another high flyer in terms of Conversion is FreedomMobile.ca (40% Conversion). Costco.ca with a low Findability of 5% still manages to convince 2% of the website visitors of their offer, resulting in a 42% Conversion.  

Bell.ca takes 11th place

Of note is Bell.ca. While among the top 3 wireless providers, it takes the 11th spot in terms of Digital Sales performance when consumers search for a Sim Only plan. It’s the most visited website in this research yet only manages to capture 9% of study respondents. In some cases, respondents are advised to order a sim-card after choosing a plan. When clicking through to do so, they’re once again asked to choose a plan for their needs which can create a frustrating experience.

Digital CX-Score

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 | Mobile
    Study Sim Only / BYOD
    Measurement date: July 2019
    Country: Canada
  • Score
  • 1 KoodoMobile.com 66
  • 2 FreedomMobile.ca 64
  • 3 Fido.ca 62
  • 4 WhistleOut.ca 61
  • 5 TELUS.ca 60
  • 6 PublicMobile.ca 59
  • 7 VirginMobile.ca 57
  • 8 Rogers.com 55
  • 9 CompareCellular.ca 54
  • 10 Bell.ca 54

KoodoMobile.com leads CX ranking, WhistleOut.ca drops to 4th place 

Leading in CX is KoodoMobile.com with 66pts. FreedomMobile.ca (64pts) and Fido.ca (62pts) trail closely behind. Koodo excites most on the first impression it gives web visitors. Consumers say:  “Lots of information. Sorted nicely in price ranges” and it “looks like it will be easy to get plans”.  

Freedom Mobile on the other hand stands out most when consumers dig into the details of the Product Offer. WhistleOut, the Digital Sales Ranking winner, comes in 4th in the CX ranking, leaving room for improvement on the website. Consumers say the page looks a bit overwhelming at first.  

Curiously the winner of the CX ranking is missing the filter system that makes its US and European sister sites so useful.

Goal and relevance of this Sim Only research

The goal of this study is to map the digital experience of potential customers who search for a Sim-Only plan online. With this, we capture consumers’ choices and their reasons for choosing a specific brand/website. Our validated model shows what customers prefer, what the digital market best practices are, and predict which changes to the website will increase conversion and digital sales. Get the top-level results by downloading the market insights below. An in-depth custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation. Contact us for more information.