New survey finds easy navigation, rich product information and a great user experience beat price for happy online shoppers

New survey finds easy navigation, rich product information and a great user experience beat price for happy online shoppers

Online retailers that don't get the basics of site navigation and providing full product information right risk losing customers according to research from SellerDeck, a UK e-commerce provider for small-to-sized businesses (SMEs).

Ease of use ranked highly

Easy navigation and detailed product information were found to be the most important aspects of an e-commerce website from the customer's point of view, according to SellerDeck's survey of 500 online shoppers.

The next most important factor affecting a consumer's purchase was information about whether or not an item is out of stock, with previous good experiences of the retailer's website in fourth place. Having a professional-looking website ranked as the sixth most important factor in the customer's buying decision, with positive feedback from other customers seventh.

Perhaps surprisingly, offering the cheapest prices was only the fifth most important consideration for an e-commerce company according to the survey, while having a fast-performing website was in ninth place. The ability to compare products side by side rounded out the “Top 10 e-commerce turn-ons”.

When it came to the “Top 10 Turn-Offs,” having a site that looks insecure was the most likely thing to put off potential buyers. Bugs and technical issues with the site were the second least popular issue, while insufficient product information and product images came third.

Pricing is not top priority

Difficult shopping carts, long checkout forms and poorly-designed, slow websites also featured on the list of turn-offs, with a lack of customer feedback and reviews, non UK-based retailers and poor choice of delivery options bring up the rear.

When it came to retaining customers though, providing promotions, offers and loyalty schemes was ranked as the second-most important factor behind a customer having had a previous good experience on the site, the survey found.

Phil Rothwell, SellerDeck sales and marketing director, commented: “Although retailers may feel a lot of price pressure, providing it at the cost of customer service is likely to be a false economy. It's much more important to make sure the site looks professional and feels secure, while offering customers a smooth experience from the minute they enter the site to the point at which they receive the goods. This not only means happy customers, but increases the likelihood of them returning again and again.”