Online retailers sometimes fall into the pricing trap. They believe that their success is entirely dependent on price and will constantly monitor their competition to make sure they are always offering a better deal. While competitive pricing is important, it is NOT the key to more sales. An excellent user experience is. Our findings show that just 8.5% of customer feedback relates to pricing while other issues affecting sales, generate higher rates of negative feedback. The following real customer quotes from our recent eBook represent some of the problems that are impeding conversions and causing shopping cart abandonment.

Search and Navigation
“I’m looking for a lens hood compatible with an XYZ 18-200 mm lens. Apparently it is not possible to search according to compatibility. Do I have to look at each lens hood individually to find one that’s compatible?”
Online Customer on Camera and Electronics Site

Online shoppers are increasingly sophisticated and can recognize poor website design, layout and navigation. During the web design process, an emphasis must be placed on enabling the (often impatient) shopper to search for and find what they want, quickly and easily. A cookie-cutter approach is ill-advised. Even if a particular navigation structure worked well, say for a clothing retailer, it might be disastrous for electronics retailers who are selling complex products with multiple options for accessories and add-ons.

Product Information
“Most shoes do not have heel height information and boots don’t have shaft height, which for me, determines a purchase or not. Please add this info.”
Online Customer on Footwear Site

Online consumers are informed consumers and want to make educated buying decisions. If left without the desired details about a product, their frustration will likely rise and greatly diminish the likelihood of them making the purchase.

Mobile Shopping
“Often when I download music from you, the quality is ridiculously bad, so bad that the song cannot be listened to. I could go to iTunes and purchase the same song for half the price and get perfect quality every time, why would I use your service?!”
Mobile Customer on Music Site via HTC A6380/Aria/Android

Currently, the majority of mobile purchases are being made for things like downloadable music, ringtones, and apps – all for the express purpose of being used on the mobile device. Retailers offering these downloads, must take steps to ensure consistent and quality downloads for different devices, connectivity speeds and networks such as 3G, Wifi or HSDPA.

What type of customer experience issues do your customers tell you about? Share your thoughts on this topic with us – we love hearing from our readers!

To uncover more issues that might be affecting your website’s conversion rates, read our eBook today!

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