Online Exclusive: Online Shoppers More Demanding Than Ever

Share this content:
With the holiday shopping season right around the corner, e-stores had better get their act together and fast, as a recent survey shows that online shoppers won't put up with below-par Web sites and shopping carts.


Getting shoppers to a Web site is difficult enough, but that's only half the battle of any search marketing campaign. Online stores have to make sure that their Web sites are up to the task of being user-friendly or they'll find that shoppers have no problem going elsewhere.


A recent survey conducted by Harris Interactive on behalf of TeaLeaf shows that 89 percent of online shoppers have experienced problems while trying to complete an online transaction and 34 percent admitted that as a result of difficulties while trying to complete an online transaction on one Web site, they turned to a competitor's Web site. And for e-stores that think shoppers are OK with a few glitches here and there because, after all, it is online and "things like that happen," the survey further revealed that 82 percent of online consumers refuse to accept a lower level of service online as compared to offline.


Some of the major problems shoppers seem to have with online transactions stem from error messages, difficulty navigating through a Web site and problems when attempting to log-on to a Web site.


Search marketing, by whatever method used, is only a conduit for delivering shoppers to a Web site. A Web site has to deliver on its key terms' promise that it can fulfill a shopper's expectations for a "kitchen appliance" or "laptop" by dedicating itself to good Web site maneuverability, a clearly outlined order process, solid programming and, above all, making sure that the transition from the search engine to the home page is a smooth one. Shoppers online are no more accommodating than shoppers offline, and once they lose trust in a site's ability to deliver what they want, they can simply push the back button.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above