To celebrate World Usability Day 2011 and Cyber Monday, we at UserZoom thought it would be fun and interesting to investigate the usability of four of the top online retailers and run a study so you won't have to! We teamed up with UserTesting.com to show you how you can use a remote testing tool, like UserZoom, with a qualitative tool, like UserTesting, in conjunction with each other to give you the most comprehensive look of your site's user experience! If you aren't familiar with UserTesting.com, they provide video recordings of real participants completing tasks and analyzing your site for usability issues.

1. Cyber Monday: 4 Site Shopping Study
November 2011

2. Cyber Monday: 4 Site Shopping Study
• 200 participants were randomly assigned one of the 4
websites: Target.com, Buy.com, Kohls.com, and O.co
(Overstock.com)
• 50 users were assigned to each site
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3. Cyber Monday: 4 Site Shopping Study
• We tracked a variety of metrics including:
• Which websites participants associate MOST OFTEN
with Black Friday/Cyber Monday sales
• Most “Usability-Friendly” site
• Effectiveness, efficiency, & satisfaction metrics,
when searching for specific product
• Brand attributes: How many positive/negative
adjectives do participants associate with each of
the 4 sites

4. What are two websites that come to mind
when thinking about Cyber Monday/ Black
Friday sales?
Top 5 responses (n=200)
Amazon - 112
Best Buy - 53
Walmart - 48
Target - 37
Ebay -23
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5. What are two websites that come to mind
when thinking about Cyber Monday/ Black
Friday sales?
(Websites in the study)
Target – 37
Kohls - 6
Overstock - 6
Buy - 2
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6. Search the ____.com website for a ___ hand vacuum
under $__. Please take note of the price of the item
as we will ask you about it later.* (N=50 Per Site)
Kohls.com Buy.com
Task Success Rate Median Completion Time Task Success Rate Median Completion Time
14% 22%
47 Seconds 46.5 Seconds
86% 78%
O.co Target.com
Task Success Rate Median Completion Time Task Success Rate Median Completion Time
22% 26%
70 Seconds 50 Seconds
78% 74%
*Prices for items changed over the weekend affecting the validation logic for several participants. 6
The Target website went down during the study fielding, preventing several participants from completing the task.

7. How likely is it that you would recommend
___.com for Cyber Monday, to a friend or
family member?
Website NPS
Kohls.com -24%
Buy.com -34%
Overstock.com -14%
Target.com -12%
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8. Which of the following words do you
associate with ___ .com?
Kohls.com Buy.com Overstock.com Target.com
Answer Count Percent Answer Count Percent Answer Count Percent
Answer Count Percent
Expensive 7 14% Expensive 2 4% Expensive 10 20% Expensive 6 12%
Competitively Competitively Competitively Competitively
Priced 27 54% Priced 33 66% Priced 34 68% Priced 31 62%
Old-Fashioned 6 12% Old-Fashioned 2 4% Old-Fashioned 2 4% Old-Fashioned 1 2%
Smart 11 22% Smart 13 26% Smart 16 32% Smart 14 28%
Trustworthy 18 36% Trustworthy 16 32% Trustworthy 18 36% Trustworthy 25 50%
Confusing 0 0% Confusing 12 24% Confusing 2 4% Confusing 3 6%
In touch 10 20% In touch 11 22% In touch 12 24% In touch 16 32%
Dishonest 3 6% Dishonest 0 0% Dishonest 0 0% Dishonest 1 2%
None of the above 3 6% None of the above 4 8% None of the above
None of the above 4 8% 4 8%
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