Voice of the Customer

35 per cent of customers will not use a brand that provides one poor customer experience again, according to a survey. 49 per cent would only tolerate a poor experience two to three times before giving up on a company.

39 per cent said they would also stop being loyal to a brand if they had a bad in-store experience.

Over 80 per cent said when shopping online they had placed their item in a basket but had not then completed the purchase.

Of that 80 per cent, 53 per cent said this was due to unexpected charges at the checkout.

38 per cent said they had clicked off a website without completing a transaction because their preferred method of payment had not been offered.

27 per cent said they abandoned their baskets because they found upon trying to pay they had to create an account with retailers to make their purchases.

Only 20 per cent said they hardly ever abandoned baskets.

When asked to identify which areas of the online shopping journey were frustrating, 43 per cent said lack of clarity when it came to the size and quality of products. 33 per cent said they were highly frustrated when an online payment service was poor.

Of the 1,000 shoppers surveyed, 73 per cent said it was important a website was easy to use. 65 per cent said it needed to be fast and 32 per cent said it needed to be appealing to look at.

Marie Despringhere, UK country manager at Optimizely, said: “It’s clear that e-commerce businesses need to up their game when it comes to delivering an exceptional online shopping experience for their customers. If they don’t, they risk losing these customers altogether.

“The issue of basket abandonment also needs to be addressed, as falling short in the final stages of the customer journey quickly detracts from retailers achieving their ultimate goal: securing revenue.

“To get their consumers on side, retailers need to be transparent, with not only a clear path to purchase, but also ensure that the consumer is receiving the most optimal customer experience at every stage of the journey.”

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