When it comes to providing mobile app shoppers with a frictionless experience, or at least the least frictionless, Home Depot, Lowe’s, Bed, Bath & Beyond and Sephora are at the top of the list.
That’s the prime finding of a study from Incognia, a location identity provider, that evaluated retailers’ efforts to responding to changing consumer behavior and mobile app support for in-app payment and buy online, pick up in store capabilities.
The «Mobile App Friction Study on mCommerce Checkout,» evaluated mobile apps from retailers including Target, Walmart, Costco, BestBuy, Home Depot, Lowe’s, Sephora, Ulta Beauty, Bed, Bath & Beyond, Wayfair, Joann, and Hobby Lobby, according to a press release.
The study revealed Lowe’s, Bed, Bath & Beyond, and Home Depot had the lowest checkout friction index for pickup purchases, while Sephora, Lowe’s, and Home Depot had the lowest checkout friction index scores for delivery purchases.
«The pandemic caused an influx of consumers to shop on their mobile phones, and top retailers responded by investing in their m-commerce apps. For retailers, the purchasing experience is critical to the customer experience,» André Ferraz, founder and CEO of Incognia, said in the release. «The level of checkout friction can easily make or break customer satisfaction and retention, and our latest Mobile App Report clearly outlines which areas of the m-commerce experience adds friction for the users.»
Additional key findings include:
- Lowest m-commerce checkout friction (pickup purchase): Lowe’s, Bed, Bath & Beyond and Home Depot.
- Lowest m-commerce checkout friction (delivery purchase): Sephora, Lowe’s and Home Depot.
- 4 minutes: Average time to complete the checkout process for pickup orders. Joann had the shortest purchase time at 2:41 minutes.
- 3.5 minutes: Average time to complete the checkout process for delivery orders. Hobby Lobby had the shortest purchase time at 2:36 minutes.
- 25 clicks: Average number of clicks required for pickup orders. Lowe’s required the least amount of clicks to checkout at 16 total.
- 22 clicks: Average number of clicks required for delivery orders. Sephora had the least amount of clicks to checkout at 9 total.
