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BizReport : Ecommerce archives : January 11, 2011

Tealeaf: Website errors turn 5.3million Brits off online stores

Britain's online population spent more online this festive period than in 2009, according to new stats released by Tealeaf, but some retailers will have missed out on online revenues due to problematic websites, delivery prices and timings.

by Helen Leggatt

tealeaf_logo.gifMillions of British consumers abandoned online shopping carts while doing their Christmas shopping, found a Tealeaf/YouGov survey.

While shoppers cited convenience (58%), stress reduction (52%), and cheaper prices (52%) as the top reasons to shop online, many found their online experience wasn't without frustration.

The biggest gripe was to do with website errors, or problems with functionality, causing a whopping 5.3million (13%) of online shoppers to abandon their shopping cart. Delivery costs (13%) and delivery dates (8%) also forced consumers to ditch their purchases and shop elsewhere.

In these times where social media has a significant role to play in influencing consumer choice, online retailers shouldn't be shocked to learn than their website faux-pas will likely be shared.

Almost one in ten (9%) of Brits surveyed by Tealeaf/YouGov said they share online shopping experiences via social media and over a third (34%) said they wouldn't make a purchase from a website about which they had heard negative comments.

"Online retailers take a significant proportion of their annual revenues in the pre-Christmas shopping frenzy," said John Lillie, Vice President of Tealeaf.

"Despite the potential gains up for grabs, retailers without a cohesive customer experience management strategy in place are still literally putting obstacles in the way of their customers successfully buying from them, in the form of unattended website errors and complicated checkout processes."

Tags: cart abandonment, ecommerce, UK

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