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The holiday shoppers are coming, and the retailers whose websites aren’t ready to meet the added demand can expect to see that traffic going elsewhere.New studies from Gomez and JupiterResearch have discovered that while most shoppers plan to do the majority of their shopping online, those customers are experiencing problems and outages on many retailers’ websites, InternetRetailer reports (via MarketingVox). Gomez Inc. has just completed a study finding that while nine out of ten customers plan on doing the majority of their shopping online, almost half report experiencing problems browsing on websites, and during the purchase process. IR also reports of a new study by JupiterReseach that finds that web customers will not wait for more than four seconds for a site to load before they move on. Both of these studies point to the potential for consumer discontent with online shopping this holiday season, and that could lead to lost sales.
“The correlation between an unsatisfactory online experience and potential revenue loss has never been stronger,” explains William Agush, vice president of marketing at Gomez. “Now more than ever, online retailers need to focus on ensuring a consistently superior web experience that will drive sales and brand loyalty or risk losing the customer to a competitor.”
Jupiter’s study also found that more than a third of shoppers with a poor experience abandoned the site entirely, while 75 percent were likely not to shop on that site again. Additionally, nearly 30 percent of dissatisfied customers will either develop a negative perception of the company or tell their friends and family about the experience.
Gomez’s study mirrored these findings.
“What we’ve learned is that online shoppers have high expectations for their online experience and a low tolerance for downtime, inconsistency and slowdowns,” Agush says. “These shoppers are quick to assign blame for poor web performance to the retailer. They have money to spend, and if their retailer’s web site does not deliver, they are quick to take their money elsewhere.”
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