Give the People What They Want
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by Chief Marketer Staff
No matter what medium your customers shop in, make sure you treat them well.
Fifty-nine percent of respondents to a recent survey from Cambridge, MA-based e-commerce software firm Allurent Inc. report that a frustrating online shopping experience negatively affects their overall opinion of a brand or retailer.
Year over year there’s been nearly a 50% increase in consumers who say a bad online episode would make them less likely to shop at that retailer’s physical store, according to the poll. And 82% say a frustrating experience at a retailer’s site would make them less likely to return there.
| Pop-up windows that offer more product details | 74% |
| Ability to add items to shopping cart without leaving current page | 70% |
| Better product imagery and descriptions | 68% |
| One consolidated checkout page | 64% |
| Ability to mix and match product images on a page | 47% |
| Source: Allurent Inc.’s 2006 Holiday Shopping — Online Customer Experience Survey | |
