Let’s face it. Everyone hates poor online consumer experience and would curse and swear at the sight of an error page. Yes, customers have patience but online retailers shouldn’t try to stretch it too far.
Upon facing a transaction problem, majority of the online shoppers would contact customer service (65%). That’s good news but ensure that you have a solid customer service team to back your business. You wouldn’t want to anger the same customer twice.
On a negative note, a significant bulk of them will abandon the transaction entirely (31%). When this happens, online businesses not just lose this sale, but also potential repeated sales. To add salt to the wound, an average online shopper spent an average of $1,200 annually and any shopper lost is equivalent a direct revenue drop in your annual report. At a macro level, it costs businesses more than $44 billion in total.
It sounds scary. But think about it as a challenge. Although impatient customers only give online retailers one shot, they usually end up as loyal customers if you managed to impress. An online store (unlike Apple or Starbucks) doesn’t have the luxury of trained staff and smiles to impress. The best way to gain trust and bonding is through user experience. This infographic (via FastCompany) highlights the importance of a good online shopping experience, which is often neglected. Online retailers, work on that.
[Image via redtype]
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