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What makes for an ideal checkout experience for prescriptions? Due to a variety of factors, including access and convenience, greater percentage of Americans are choosing to complete prescription purchases online.
In a nationally representative remote usability study, we compared the online checkout experience between Express Scripts, Amazon, Walgreens, and CVS among maintenance medication takers between ages 21 to 65+ in order to identify the ideal checkout experience for patients.
The 24 participants recruited from across the United States completed online checkout of vitamins on Express Scripts, Amazon, Walgreens and CVS through remote screen share.
Results indicate that usability and appearance play important roles in patients’ judgement of trust and credibility, as well indices of loyalty (eg, likelihood of returning and referral to colleague/friend). Specifically, usability of a website was significant in terms of being positively associated with trust of the website (r=.659,
Recommendations for improving online checkout highlight opportunities to increase patient satisfaction and overall company revenue.