PayPal, Netflix top U.S. websites in ‘digital experience’

ANN ARBOR — The Ann Arbor-based customer experience analytics firm ForeSee has released its Digital Experience Index for the third quarter of 2018.

The DXI chronicles the customer experience of the 50 most popular websites in the U.S., revealing who’s winning and why, and aims to be the benchmark for businesses in every industry as they sharpen their digital customer experiences strategies. In the report, Netflix ranked first with a Net Promoter Score of 64, followed by PayPal at 63, Amazon at 54, Google at 53, and Apple at 49.

Traditional, non-digital-native brands Best Buy and Capital One, which ranked 9th and 13th on NPS respectively — against digital heavyweights from YouTube to Apple — are both seeing the benefits from their decade-long investments in web and mobile to augment their physical channels. Findings in the study also support that a good experience on web and mobile influence a customer’s overall likelihood to recommend a brand and correlate to improved NPS.

“Customers are filtering their experience through an increasingly digital lens,” said Shannon Latta, vice president of marketing at ForeSee. “Our Digital Experience Index underscores that people expect and demand a seamless experience across all channels and touchpoints. Customers want to move easily from stores to mobile to web chat, and they’re loyal to businesses that give them consistent, personalized experiences. We’re seeing investment in digital accelerate customer experience transformation.”

As the first digital experience ranking of its kind, the ForeSee DXI measures four key drivers that impact a visitor’s overall satisfaction with their experience: navigation, look and feel, site information, and site performance.

PayPal was tops in navigation, site information, and site performance. Netflix was tops in look and feel, second in navigation and site performance, but outside the top 10 in site information. The banks Chase, Capital One, and Bank of America all scored high among non-digital firms.

ForeSee’s DXI benchmarks, on a quarterly basis, the digital experience of the 50 most popular websites in the U.S. The brands are drawn from Amazon’s top/most trafficked sites and the Fortune 500. The study surveyed 12,500 consumers and was completed using a panel representative of the general population fielded in the third quarter of 2018. NPS is on a scale of minus 100 to 100. Satisfaction and driver scores are on a scale of 0-100.

Download the complete ForeSee Digital Experience Index Q3 2018 report at for additional data and insights.

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