下面是小编为大家整理的Applause-2020年零售质量报告（英文）,供大家参考。
TABLE OF
CONTENTS
3 Executive Summary 5 The Cost of a Bug Three Key Bug Classifications How the Costs Were Calculated
7 The Holiday Shopping Season Where to Find Multimillion Dollar Bugs
UX Expectations Are Higher Than You Think Key Areas to Improve for 2019
13 Retail Quality Maturity: US vs. UK vs. Germany Functional Errors Plagued Each Country UX Will Make or Break Your Bottom Line
Shoppers’ Tolerance for Issues Varies by Type Buy Online, Return to Store
Key Areas to Improve for 2019
21 Where Are Retailers Still Falling Short? Experience the Whole Customer Journey as a User Make Training a Priority
Test Devices, Payment Methods, and Locations Content Validation
Put Customers at the Center of Development Make the Purchase Process Quick and Easy
EXECUTIVE SUMMARY
Retailers are still struggling with digital. While many have made omnichannel, personalization, and customer experience top priorities for the last few years,
most aren’t keeping up with consumer expectations.
In order to determine where retailers were falling short, Applause conducted a detailed assessment of the 2018 digital holiday season, and identified key areas
for improvement. Our community of highly- vetted testers scored the functionality, user experience (UX), and omnichannel maturity of 52 top global retailers, evaluating their successes and failures during the season.
In total, Applause found more than 3,000 bugs in production, and many of these were serious enough to leave hundreds of millions in revenue on the table.
Issues ranged from functional errors to poor search relevancy and slow website speeds. With so many errors in production, it’s clear that retailers still need to stabilize their digital properties to meet the high bar set by category leaders.
To further understand the issue on a global scale, Applause also compared the digital experiences of retailers across the United States, United Kingdom, and
Germany. Each country was judged based on a maximum score of 10: five points
for functional stability and five for UX
optimization. In the end, the U.S. received the highest UX score, Germany had the fewest bugs, and the U.K. was the weakest across the board.
Retailers struggled in similar ways across the globe. Not surprisingly, buggy websites or brands that lacked key features had poor UX scores. Meanwhile, those with stable code and more features were favorably judged.
Retailers that want to meet digital expectations must identify customer pain points and strive to improve the experience. This report reviews the bugs and usability errors of 52 retailers over the last holiday season, the impact of those findings, and recommendations brands can deploy to improve their experiences in 2019.
Digital Maturity Comparison: United States, Germany, and the United Kingdom Based out of a maximum score of 10
United States The U.S. was strongest in UX but had more software bugs than Germany, with many minor bugs in its advanced functionality.
Germany Germany was strong in functionality but didn’t offer robust features. Germany was also weak in UX, had the lowest score for mobile apps, and some key features were missing.
United Kingdom The U.K. offered robust features but struggled with both UX and functionality, particularly when it came to product pages and mobile apps.
7.8 10
7.4 10
6.6
10
2019 Retail Quality Report
THE COST OF A BUG
Applause discovered more than 3,000 bugs across 52 of the top retail ecommerce sites. But not all bugs are created equal. While some may simply annoy users and negatively influence their experience, others can be catastrophic and block transactions completely.
We Broke Out the Bugs Into Three Key Classifications:
Blockers
The most disruptive bugs are blockers, which prohibit a user from completing the intended transaction for 14 days. Problems with payment methods or other major errors in the shopping cart, for example, prevented shoppers from making a purchase.
Delayers
These errors do not entirely block a consumer’s intended transaction but delay the transaction or checkout process by at least three seconds. Delayers prevent only an estimated 7% of comparable transaction scenarios from converting to sales when they remain in production for 30 days. For example, errors with search may delay purchases by making products hard to find.
Non-impacting
These bugs did not impact the buying or transaction process and were excluded from our cost calculations. Even though they weren’t counted toward the total, non-impacting bugs, like broken links and graphics not formatting correctly, can shake customer confidence and will add up to become more costly over time if they are too frequent.
Focusing on 10 of the top U.S. retailers, we found more than $60 million in holiday season sales were lost because of just 65 high-severity bugs that were classified as either blockers or delayers. On average, each of these bugs cost $915,240 during the holiday season.
Escaped bugs are a major drain on revenues. Retailers may think test automation will save them from these million-dollar mistakes, but if they’re not conducting exploratory testing in the real world they may never know what is delaying or derailing purchases.
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How the Costs Were Calculated We estimated domestic daily online sales using financial information from SEC reports. Most retailers reported a specific amount or a percentage of net sales attributed to online sales. Net sales for December 2018 were then estimated using comparable sales from 2017 multiplied by the growth rate of net sales between 2016 and 2017.
We then calculated the frequency of a particular purchase scenario across all consumers based on the product types offered by retailers. We found what percentage of online purchases follow each specific customer journey scenario included in our report. This value was represented as a percentage of online sales with an average of 0.5% in our sample.
What are bugs costing you? $60,336,952 Was potentially lost during the holiday season due to errors. Just a single severe bug can cost you almost $1 million dollars.
2019 Retail Quality Report
THE HOLIDAY
SHOPPING SEASON
The 2018 holiday season was one for the record books with Cyber Monday setting a single- day record for online sales and Black Friday ecommerce sales up nearly 24% over 2017. As shoppers turn more to digital channels, it is more important than ever that retailers refine and optimize their ecommerce strategies. According to US Census data, ecommerce is growing nearly five times faster than in-store retail, so retailers that haven’t fully embraced digital should start while there is still time.
Where to Find Multimillion Dollar Bugs Despite best-laid plans, many retailers struggle with digital. From Black Friday and Cyber Monday through December, Applause found more than 3,000 bugs across 52 ecommerce giants, most of which remained in production throughout the holiday season.
Fifty-three percent of the bugs Applause found were potential delayers, and the most dangerous ones were found in the shopping cart, product pages, and account pages.
Types of Bugs Found During Holiday Shopping
PURCHASE INTENT
53%
Cart
Product Page
Account
PRODUCT SEARCH
31%
Homepage Search
Deals
Search & Catalog
Reviews
COMPANY & CUSTOMER SERVICES 16%
Store Locator
Company Service
Customer Service
Shipping & Returns
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Even Minor Bugs Can Cause Major Damage According to Entrepreneur, just a four-second delay will drive away 40% of consumers, and bugs that occur in the purchasing stage could cost millions in lost revenues.
Consumers are quite cautious with ecommerce purchases. With numerous high-profile data breaches in recent years, even a minor bug may stoke a consumer’s fears about privacy or security. It’s often enough to convince them
to abandon a shopping cart and head to a more stable competitor. Mobile expectations are even higher, as 85% of consumers are likely to drop a brand entirely if they encounter a poor mobile experience.
Software bugs slowly eat away at revenues in ways that aren’t always apparent. Users that encounter a missing photo, broken link, or mislabeled product will be annoyed, and a bit of brand equity will diminish. And when minor bugs occur in the shopping cart, product page, or account page, even more credibility is lost.
Tester Insight
“ When I applied filters to the product search, it led to a 404 page.” Chicago, Illinois
Tester Insight
“ I couldn’t apply a new credit card on the account page. I already had an account with [retailer], but my old card expired and I can’t get the new one to save.” Dortmund, Germany
2019 Retail Page 9
Quality Report
Speed and Performance Fell Short of Expectations
16%
felt the system
didn’t respond quickly enough
14%
thought the online
purchasing didn’t meet expectations
UX Expectations Are Higher Than You Think
Ecommerce heavy-hitters like Amazon were a constant presence in Applause’s user feedback surveys. Due to Amazon’s scale and retail dominance, many consumers now expect all retailers to offer things like personalized recommendations and two-day shipping.
As Digitalist Magazine recently noted, “Amazon has set the bar high for competitors and has changed the retail space. The current trend in the retail industry is to make sure that the customer experience is as seamlessly convenient as possible. If organizations do not adapt
their business models and incorporate these technologies, they will lose even more business to Amazon.”
So where did global retailers fall short? Users said retailers need significant improvements around search, product pages and checkout. Many complained about slow websites, the strain on available inventory, and unclear eligibility of sale prices on products. They also found shortcomings in basic functionalities like filtering, tracking numbers, and product details.
Search Results and Product Pages Failed to Meet Customer Expectations
Many customer...