Whether you’re shopping for yourself or your friends and family, a dodgy customer experience can stop you from parting with your cash. From inadequate customer service to paying for returns (the cheek!), that all-important final purchase can be paved with many an obstacle along the way.
And as frustrating as it can be for shoppers, a poorly designed customer experience can be disastrous for the business itself. Without an optimised site, customers can easily take their money elsewhere, leaving you for your competition in a haze of abandoned carts and glitchy web design.
But why do so many shoppers find the eCommerce customer journey so frustrating? To find out, we investigated things further in order to unearth the reasons behind their irritation. A word to the wise: if your customer experience looks anything like the below, it’s time to optimise – we’ve even thrown in some top tips to help you create the ideal eCommerce journey for your business from here on.
The method: what we did
To find out what rankled online shoppers the most, we surveyed 1,000 members of the general public, asking them about a range of issues they would be likely to encounter during the online shopping experience. Taking into account the entire journey, from browsing a website all the way to purchase, we then asked participants to rank certain shopping situations on a scale of 1-10 at each stage of the journey: pre-purchase, during purchase and post-purchase.
We also split the results into different age groups to see if these shopping-based setbacks differ from generation to generation.