iRidge公司的一項調查顯示，雖然消費者越來越偏好應用程式會員卡，但他們對不佳的使用者體驗也越來越無法容忍，其中應用程式性能緩慢和在收銀台前的支付錯誤是刪除應用的主要原因。
擁有超過300個OMO應用程式開發與行銷支援實績的iRidge公司，針對257名15至69歲的男女進行了「應用程式會員卡相關問卷調查」。調查指出，消費者申辦應用程式會員卡的意願逐年增加。然而，隨著日常使用的普及，新的「收銀台前問題」也浮上檯面。近半數使用者因啟動緩慢或操作不便等性能問題而解除安裝應用程式。與前一年相比，增長最快的客訴是「支付時發生錯誤」，比例從19%上升至27%，這顯示隨著日常用戶激增，新的使用者體驗壓力點也隨之出現。
FACT BOX · 重點整理
- 來源：PR TIMES
- 分類：Survey Report
常見問題
What is the main trend regarding store membership cards?
Consumers are increasingly preferring app-based membership cards over physical ones, with the number of people willing to sign up specifically for an app version growing year after year.
What are the main reasons people uninstall membership card apps?
The top reason is no longer visiting the store (57%), but a significant portion (49%) uninstall due to app performance issues like slow startup, difficult login, or poor usability.
What is the most rapidly increasing 'trouble at the register' for app users?
The most rapidly increasing complaint is experiencing errors during payment, point awarding, or coupon processing, which grew from 19% to 27% year-over-year.
Have there been any improvements in the user experience at the register?
Yes, complaints about needing multiple scans for points and payment have decreased from 24% to 19%, suggesting that improvements like POS system integration and unified barcodes are taking effect.
What is the key takeaway for businesses offering app-based membership cards?
Businesses must continuously improve their app's UI/UX to provide a stress-free experience. Simply releasing an app is not enough; ongoing optimization is crucial for customer retention and increasing LTV (Lifetime Value).