An increasing number of online consumers say that a bad online shopping experience at a multi-channel merchant makes it less likely that they’ll shop the same retailer’s stores, according to a new study of holiday season 2006 online shoppers conducted last month by Zoomerang and sponsored by Allurent Inc.
In the study, “2006 Holiday Shopping: Online Customer Experience Survey,” 41% of online holiday season shoppers, up from 28% a year earlier, said yes to the question: “When you have a frustrating shopping experience online, does it make you less likely to shop at that retailer’s physical store (if they have one)?”
59% of survey respondents, up from 55% a year earlier, said a frustrating online shopping experience negatively impacts their overall opinion of the retailer or brand. In addition, 82%, the same percentage as a year earlier, said that a frustrating shopping experience online makes it less likely they’ll return to the same web site.
The study is based on data from 638 consumers who received an e-mailed survey form last month from Zoomerang, a provider of online survey services. Allurent is a provider of technology for designing web sites and managing interactive web content.
Although the study doesn’t define a “frustrating shopping experience online,” it also notes that consumers are more likely to buy from retail web sites that offer interactive features. 74% of respondents cited pop-up details as a feature that would make them more likely to buy; 70% cited an easy add-to-cart feature; 68% cited better imagery/more product detail; 64% cited pageless checkout; and 47% cited mix-and-match/product comparison.
The study also notes some positive trends overall among online shoppers. 53% of respondents said they purchased more gifts online in 2006 than in 2005, and 66% said they plan to shop more online during the 2007 holiday season because of their 2006 shopping experience.