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Tuesday, July 01, 2008
Let's start with the bad news, and there's kind of a lot of it, before we move on the good news of how to fix it. About three-quarters of online shoppers are unsatisfied with their online shopping experience. The other quarter are, flatly, satisfied, in that even bad pizza is good pizza kind of way.
Editor's Note: It's interesting how many ways etailers drop the ball when it comes to customer service. With so much focus on search traffic (front end), it seems webmasters are ignoring their back end responsibilities. Know some effective techniques for better customer satisfaction? Let us know in the comments section.
Sort of anticlimactic, isn't it? The good news is there's a lot of opportunity satisfying customers, even making them very, very happy.
But first, more bad news. Three-quarters of online shoppers surveyed said website content is insufficient to complete research or purchase a product online always, most, or some of the time. Nearly 80 percent rarely or never purchase a product without complete information, and 72 percent will take off to a competitor that does supply that information.
It seems that consumers really want to buy online, but retailers aren't making it easy for them. Sometimes, it seems like retailers go out of their way to lose customers.
My recent search for information about a Polaroid camera comes to mind. In that experience, Polaroid didn't have top ranking for its own product (not even in the top ten), and didn't have sponsored search ads targeting very product specific keywords. The retailers who seemed to pick up Polaroid's slack in the paid results—big names like Circuit City, Target, and Wal-Mart—failed to offer a relevant landing page. When I did find product reviews or pages, the information I wanted (price and specs, mainly) were either garbled by nonsensical rhetoric or was nonexistent.
If researching for myself and not for an article, I would have long before that said, "Screw it. I'll just go to the store myself." All of them lost a potential online customer.
Problems like these aren't uncommon. In fact, it seems many sites are severely lacking in the customer service department. If customers don't prefer online shopping to brick-and-mortar shopping, it's because retail sites haven't done enough to make the online shopping experience a good one.
Ready for more bad news? Here are ways many sites have failed to serve their customers:
- Only 37 percent offer multiple images views of products.
- Only 33 percent offer customer reviews.
- 62 percent have difficult to read fonts.
- Only 14 percent allow customers to change the font.
- Only 43 percent offer free shipping.
- Almost two-thirds do not offer in-stock information on the product page.
- While just over half of online retailers have physical stores, only 10 percent offer in-store pickup.
- 58 percent do not offer shipping costs early in the checkout process. One third have checkout processes with more than 4 steps.
- Only 58 percent correctly answer an e-mail question within 24 hours.
- Around 80 percent don't seem to get that more ways to pay means more ways to buy. 20 percent offer pay-by-check, 10 percent offer Google Checkout, 20 percetn accept PayPal and 18 percent offer Bill Me Later.
That's a lot of ball-dropping. Fortunately, it can all be corrected to give yourself a leg up on the competition. Hint: Just inverse some of those numbers above to understand what you should be doing.
About the Author:
Jason Lee Miller is a WebProNews editor and writer covering business and technology.
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