Price isn’t all for e-commerce

Online traders that don’t get the basics of site navigation and providing full product information risk losing customers according to latest research from UK e-commerce company SellerDeck.

It found that easy navigation and detailed product information were the most important aspects of an e-commerce website from the customer’s point of view, according to the survey of 500 online shoppers.

The next most important factor affecting a consumer’s purchase was information about whether or not an item was out of stock, with previous good experience with the website in fourth place. Having a professional-looking website was 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 ranked as fifth most important consideration for an e-commerce company, while having a fast-performing website came in ninth place. The ability to compare products side-by-side came in as the 10th most desirable web function.

When it came to the Top 10 Ecommerce Turn-Offs, an insecure-looking site was the most likely thing to put off potential buyers. Bugs and technical issues with the site were listed as the second biggest turn-off, while insufficient product information and product images come in third place.

Difficult shopping carts, long checkout forms and poorly-designed, slow websites also featured on the list, with a lack of customer feedback and reviews and poor choice of delivery options bringing 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, SellerDeck’s survey showed.

“Ecommerce sites that get the basics of navigation and providing plenty of product information are best placed to succeed, while factors such as providing the lowest prices aren’t necessarily as important as some may think,” said Phil Rothwell, sales and marketing director of SellerDeck.

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