Applause-2019年零售质量报告（英文）-2019.4-26页.pdf

THE RETAILQUALITYREPORTGlobal Insights from the Holiday Shopping SeasonExecutive SummaryThe Cost of a BugThree Key Bug ClassificationsHow the Costs Were CalculatedThe Holiday Shopping SeasonWhere to Find Multimillion Dollar BugsUX Expectations Are Higher Than You ThinkKey Areas to Improve for 2019Retail Quality Maturity:US vs.UK vs.GermanyFunctional Errors Plagued Each CountryUX Will Make or Break Your Bottom LineShoppers Tolerance for Issues Varies by TypeBuy Online,Return to StoreKey Areas to Improve for 2019Where Are Retailers Still Falling Short?Experience the Whole Customer Journey as a UserMake Training a PriorityTest Devices,Payment Methods,and LocationsContent ValidationPut Customers at the Center of DevelopmentMake the Purchase Process Quick and Easy3571321TABLE OFCONTENTSEXECUTIVESUMMARYRetailers are still struggling with digital.While many have made omnichannel,personalization,and customer experience top priorities for the last few years,most arent 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,its 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 KingdomBased out of a maximum score of 10United StatesThe U.S.was strongest in UX but had more software bugs than Germany,with many minor bugs in its advanced functionality.GermanyGermany was strong in functionality but didnt offer robust features.Germany was also weak in UX,had the lowest score for mobile apps,and some key features were missing.United KingdomThe U.K.offered robust features but struggled with both UX and functionality,particularly when it came to product pages and mobile apps.7.8107.4106.6102019 RetailQuality ReportPage 5THE COSTOF A BUGApplause 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.BlockersThe 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.DelayersThese errors do not entirely block a consumers 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-impactingThese bugs did not impact the buying or transaction process and were excluded from our cost calculations.Even though they werent 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 theyre not conducting exploratory testing in the real world they may never know what is delaying or derailing purchases.We Broke Out the Bugs Into Three Key Classifications:What are bugs costing you?$60,336,952Was potentially lost during the holiday season due to errors.Just a single severe bug can cost you almost$1 million dollars.How the Costs Were CalculatedWe 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.2019 RetailQuality ReportPage 7THE HOLIDAY SHOPPING SEASONThe 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 havent fully embraced digital should start while there is still time.Where to Find Multimillion Dollar BugsDespite 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 ShoppingCartProduct PageAccount53%PURCHASE INTENTCOMPANY&CUSTOMER SERVICESStore LocatorCompany ServiceCustomer ServiceShipping&Returns16%Homepage SearchDealsSearch&CatalogReviews31%PRODUCT SEARCHEven Minor Bugs Can Cause Major DamageAccording 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 consumers fears about privacy or security.Its 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 arent 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.“I couldnt apply a new credit card on the account page.I already had an account with retailer,but my old card expired and I cant get the new one to save.”Dortmund,GermanyTester Insight“When I applied filters to the product search,it led to a 404 page.”Chicago,IllinoisTester Insight2019 RetailQuality ReportPage 9UX Expectations Are Higher Than You Think Speed and Performance Fell Short of Expectations16%felt the systemdidnt respond quickly enough14%thought the online purchasing didnt meet expectationsEcommerce heavy-hitters like Amazon were a constant presence in Applauses user feedback surveys.Due to Amazons 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 ExpectationsMany customers struggled to find the products they were looking for because search results were either inaccurate or irrelevant.In many cases,product pages lacked key information that made purchasing decisions difficult for shoppers.Shopping Cart and Checkout Processes Left Customers ConfusedShipping and tracking were major points of concern for shoppers.Many werent sure when their packages would arrive and couldnt tell if their orders had processed correctly.Shoppers were also confused when retailers didnt offer a consistent brand across all digital experiences.Digital missteps such as these may not be readily apparent to the software development teams that created them,but they become quite obvious when users experience these flaws first hand.Testing and validation are crucial in revealing these hidden flaws that will disrupt the customer experience and possibly chase the customer right into the arms of a welcoming competitor.“When I bought the product,I got an email that it will take 14 days to ship it to me.Christmas is coming I should have been warned ahead of time!”“Only 50%of my search results were relevant.I felt that too many suggested items were duplicate,redundant,or simply off-brand versions of the same item.”“There is no sorting functionality.I wanted to sort items by price low to high and could never do that.It was very inconvenient.”“I shopped on my phone,put things into my cart,and then moved to my laptop to see the details,but it disappeared.I was even logged into my account!”2019 RetailQuality ReportPage 11KEY AREAS TO IMPROVE FOR 2019Speed of WebsitePeak shopping times and increased site traffic slow down customer journeysClear Loyalty BenefitsLoyalty programs lack key benefits like free or rapid shippingInventory AvailabilityItems are available during the browsing process but are out-of-stock during checkoutGuaranteed DeliveryShipping information is unclear,unspecified,or shipments dont arrive in time for the holidaysClear Sale EligibilityEligible sale products arent clearly defined until theyre in the shopping cartRelevance of Search ResultsSearch results are irrelevant to Black Friday,or arent personalized and localized to shoppersSource:CBSNewsIts really the big weekend of the year for us it kicks off an exciting holiday season,so Ill be out there with our team.Its really an important time to connect with our guests,the consumers.”Brian Cornell,CEO of Target2019 RetailQuality ReportPage 13RETAIL QUALITY MATURITY:US vs UK vs GERMANY Applause calculated the ecommerce maturity of the United States,United Kingdom and Germany based on an assessment of the top 10 retailers in each country.The team analyzed the retailers based on the number of functional errors in production and UX scores from real consumers in each country.Retailers could earn a maximum score of 5 for each category adding up to a final score out of 10.United Kingdom Trails in Ecommerce QualityThe United Kingdom lags behind the United States and Germany in both functional performance and UX scores.Functional Errors Plagued Each CountryMore than 3,000 bugs were found by Applause during the shopping season and they impacted both the UX and functional scores in all three countries.The United Kingdom had the highest percentage of bugs at 45%,followed by the United States at 32%and Germany at 23%.Over half(53%)of all bugs found were classified as severe potential delayers or blockers.These bugs significantly impacted the functionality of a website,potentially discouraging customers from completing a purchase.The testing process resulted in some positive and negative takeaways about how each country fared individually.Germany stood out positively as the country with the fewest bugs,with just 23%of the total found.As the country is notoriously strict about data privacy,German retailers offer less complex and personalized experiences,which decreases the overall risk of bugs.The data suggests this reluctance might not only be based on legislative restrictions,but also on cultural characteristics and preferences.While U.S.and U.K.clients are more attracted to innovative and sophisticated designs that reflect personalized suggestions,German customers seem to adhere to what they know and trust.Poor user experiences cause wary German consumers to abandon their carts at a higher rate.FunctionalUXUNITED STATES4.04.23.53.8TOTAL:7.8TOTAL:7.4TOTAL:6.63.23.1GERMANYUNITED KINGDOM2019 RetailQuality ReportPage 15Severe Bugs Impacted the Buying Process in All CountriesThe U.K.and U.S.both had largely the same level of functionality built into their ecommerce sites and mobile apps,though the U.S.was able to score higher in both functionality and UX.The most notable finding was that U.S.online retailers tended to struggle with many aspects of website functionality.A few bad apples websites that lagged far behind the pack in maturity and functionality brought down the average overall score for the U.S.The United Kingdom won the dubious distinction of generating the highest total bug count,accounting for nearly half(45%)of all the bugs found.In addition to some problems with general website functionality,U.K.sites struggled in particular with product and catalog pages.The bug count was relatively high for all retailers in the U.K.,and one company r