October 2, 2006, 12:00 AM

Disappointing online shopping experience hurts sales, survey says

Online retailers are losing sales because of inadequate product information and a disappointing shopping experience, according to a new report from Allurent Inc., a rich media applications provider.

Paul Demery

Managing Editor, B2B E-commerce

Online retailers are losing sales because of inadequate product information and a disappointing shopping experience, according to a new report from Allurent Inc., a rich media applications provider.

67% of consumers who visited an online store intending to make a purchase left the site because the retailer did not provide enough information on the product, according to the report. Allurent based its report on an e-mail survey of 803 respondents conducted in September by online survey services provider Zoomerang.

Only 36% of online shoppers preferred shopping online versus in stores. The survey also found that 83% of the consumers polled would buy more online if retailers added more interactive and interesting ways to display and purchase products, for example, mix-and-match outfits, product information or customize products.

Among features that would make shoppers more likely to buy online included shortcuts (cited by 86%) such as express product information and pageless purchases; 360 degree product views (78%); the ability to customize a product from a catalog of options (74%); customer-generated product reviews (73%); product zoom (71%); and color selection (65%).

Other features cited included side by side comparisons (63%), personalization (53%), commerce-enable pictures or videos (50%), and mix and match (44%), according to the report.

 

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