Summary
Forrester evaluated the Web site user experience of the four largest US wireless carriers: AT&T, Sprint, T-Mobile, and Verizon Wireless. Overall scores were mediocre: No site received a passing grade. AT&T came out on top, but competitors scored within four points of it. The most common usability flaws we uncovered were insufficient content and functionality, inefficient task flows, poor page layouts, and unclear language. Though flawed, each site also demonstrated some best practices, like Sprint's simple monthly plans and AT&T's detailed phone camera specs. To improve the online customer experience, site owners at wireless operators should add detailed product content, improve filtering and narrowing options, and clarify language.
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