Two most common online retail errors revealed
Customers turned off by wrong pages and poor connections, survey says
The two most common errors reported by online shoppers are failure to connect to the web server and the wrong page or transaction step returned.
Site Confidence monitors more than 800,000 web pages a day and says one error is reported in every eight pages, which is threatening consumer confidence.
The organisation says retailers must focus on these common errors immediately to ensure a good customer experience that will make them want to return to the web site.
Site Confidence chief executive Bill Kirkwood says poor performance often goes undetected until identified by a customer or the press.
‘Every organisation knows how many hits its web site receives and its place within the ‘most visited’ league tables,’ he said. ‘Yet they have no idea whatsoever about just how enjoyable or productive those customer visits have been.
‘Without that information, the online cost of sales may be far more expensive than these organisations have bargained for.’
Interactive Media in Retail Group (IMRG) members recently voted customer journey and customer retention strategies the two key areas to be addressed in e-retail.
IMRG members include Tesco, Royal Mail, John Lewis, Argos, Debenhams, EasyJet, BT and Microsoft.
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Further reading
European online retail hits €100bn and set to rise