More than 85% of consumers now research and/or purchase big ticket items such as electronics and automobiles online—and 63% are more likely to purchase from a site if it offers ratings and reviews, according to data from eVOC Insights, a customer experience consulting firm.
A study from eVOC examined the customer decision process in shopping online for a digital camera among four top online retailers, and what motivated shoppers to buy from one site versus another. The four online retailers were Amazon.com, BestBuy.com, CircuitCity.com and Walmart.com
The study found that users were significantly more likely to prefer Amazon and CircuitCity for purchasing electronics online. The study report notes that Amazon is familiar to consumers and generally regarded as the leader online; CircuitCity was regarded as the easiest site to use. But also contributing to the propensity of users to favor those two sites for the purchase electronics is the presence on both of ratings and reviews. 63% of consumers surveyed indicated they are more likely to purchase from a site if it offers ratings and reviews. Amazon and CircuitCity provide ratings and reviews; BestBuy and Wal-Mart do not.
Competitive prices, detailed product descriptions, ease of use and good customer service were, in order, deemed the most important features to consumers when determining from which of the sites to purchase. A broad selection, the ability to compare products, clear photos and a well known brand also were cited by a majority of consumers, followed by product ratings on the site, and customer reviews. Rounding out the list of factors influencing purchase were, in order, guidance on choosing a product, past familiarity with the site, expert advice and lastly, an in-store pickup option.
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