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BizReport : Research archives : December 12, 2006

Efficiency – Not Brand – Brings Online Customers

Want a sure-fire way to turn off online customers? Develop a site that is filled with big brand names but doesn’t deliver fast, efficient service. That’s the word from a new report.

by Kristina Knight

The holidays are expected to bring in $24.3 billion in online sales this season. According to research firm Gomez, pages that load very slowly, and orders that are not processed quickly and correctly are the biggest factors in online shoppers leaving one site for another.

The research study surveyed 1,173 online holiday shoppers. It found that 90% abandon a store after three or fewer failed attempts to complete a purchase. 75% of shoppers said that websites load too slowly, and when a page takes a long time to download they will switch to a competitor site.

"If one store can't deliver a positive online shopping experience, then a competitor's site is just a click away," said William Agush, VP of marketing at Gomez, Inc (in a prepared statement). "Online shoppers have exceedingly high expectations this holiday season, and they are an unforgiving crowd. It appears that ensuring a quality online experience trumps brand loyalty, and even savings."

And don’t think shoppers who leave one online store for another won’t talk. The survey showed that 47% of shoppers would tell friends about poor online shopping experiences. Poor online stores can also hurt brick-and-mortar counterparts. 67% of those surveyed said having a bad online experience would make them think twice about visiting the brick-and-mortar counterpart to their online experience. The same goes for brick-and-mortar shoppers visiting online stores.

Tags: online shopping, online spending

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