According to a survey by the National Retail Federation, 35 percent of Americans will buy flowers for Valentine’s Day 2017, spending a total of $2 billion. It should come as no surprise, then, that online flower retailers are geared up and ready for the romantic rush – but how do their online experiences compare?
The Task-Based UX Benchmark Study
UserZoom ran a quick competitive UX benchmark study between Teleflora and 1-800-Flowers.com, two well known online flower delivery retailers, to see how users experienced navigational and core tasks, as well as how they rate their overall experience on these websites.
- We ran an unmoderated remote task-based benchmark study with 40 in-the-wild users on their own devices over the course of a single day
- Participants were equally divided between the companies’ US sites so that 20 went to each site
- They completed several tasks while on the site: a screenshot click test and a task-based test where we asked them to find a bouquet of roses under $80 and proceed to checkout
- We also measured their brand perception and how they rated their overall experience
First impressions are lasting impressions
We wanted to know the users’ first impression to both of the contenders’ sites. We showed all participants images of Teleflora’s and 1-800-Flowers’ homepages and asked them to choose which site they associated with several UX attributes.
Teleflora’s homepage was seen as being more Organized and Easy. 1-800-Flowers’ homepage was overwhelmingly voted as being more Lively and Trustworthy, but also more Overwhelming.
Overall, more participants gravitated towards 1-800-Flowers’ homepage, so round 1 goes to them!
Screenshot Click Test
To understand if visitors were able to easily find important information, we showed them each an image of the assigned contender’s homepage. Based on that image, we asked them to complete a simple task: “Where would you click first if you wanted to get email updates?”
65% of participants correctly clicked on Enter E-mail Address neat the footer.
80% of users correctly clicked on Enter E-mail Address near the footer.
Round two goes to 1-800-Flowers!
Online Task-Based Test
We asked participants to find a bouquet of roses for under $80 in the 95032 area code and proceed to checkout. To evaluate the success of the task, validation through a URL was used so that only participants who reached the correct page would have the task be rated as success and then be redirected to further questions.
A Non-Success result meant that the participant decided to either abandon the task, which was marked as an Abandon, or they said they had found the page before reaching the correct URL which was marked as an Error.
So, how did the two challengers do?
Both sites saw a majority of their users successfully complete the task, but participants were slightly more successful on 1-800-Flowers’ site than on Teleflora’s.
Despite having a higher success rate, 1-800-Flowers’ participants took, on average, about a minute longer to complete the task than Teleflora’s participants. 1-800-Flowers’ participants also had slightly more page views and clicks than Teleflora’s participants. This round goes to 1-800-Flowers!
Teleflora user session
1-800-Flowers user session
The good news is that participants didn’t abandon the task on either site. Upon reviewing the user sessions, it was apparent that participants on both sites were self-reporting success after finding a bouquet of roses and adding it to their cart – they just weren’t going to checkout, which is why they were tagged as errors.
The trend of 1-800-Flowers’ participants taking longer and having more page views/mouse clicks carried over to the non-successful participants as well.
Ease of Use
After the tasks we asked all the users to rate how easy or difficult it was to accomplish, with 1 = Very Difficult, 4 = Neutral and 7 = Very Easy.
Participants had high ease of use ratings on both sites. Teleflora’s participants rated it slightly easier, however, and ended with a winning ease of use score of 6.4 out of 7. The winner of this round is Teleflora.
Problems & Frustrations
We asked the users which, if any, of the following problems they encountered while on the site.
The vast majority of participants on both sites said they didn’t run into any problems or frustrations while viewing the site. A very small amount of participants, 10%, said they countered a site error on 1-800-Flowers. This round goes to Teleflora.
We asked participants to rate their perception of the brand before and after their experience with the site.
For the rating scale: 1 = Very Negative, 4 = Neutral, and 7 = Very Positive. We also included the option for participants to say they weren’t familiar with the brand before the task.
Both brands started at a positive brand perception of 5.5 out of 7. After participants interacted with the sites, we saw an increase in both brand perceptions. 1-800-Flowers just beat out Teleflora, though, ending with a round winning score of 6.2 out of 7.
Net Promoter Score (NPS)
After participants interacted with the sites we asked them to rate how likely it was they would recommend them to friends, family or colleagues.
1-800-Flowers’ users were more likely to recommend the site to others than Teleflora’s users were for this particular study.
This week was a tough fight between two very polished brands that obviously put a lot of thought into their websites. Both had great ease of use and high success rates.
This week’s winner, however, is 1-800-Flowers for a combination of having a higher overall task success rate, positive NPS, and a higher increase in brand perception post task. Congrats 1-800-Flowers!
Keep in mind though that the real winner is all of us on February 15th – when chocolate is 70% off.