Online Shopping Is Too Hard
June 10, 2015
Online shopping is supposed to drive physical stores out of business, but that might not be the case if online shopping is too difficult. The Ragtrader article, “Why They Abandon” explains that 45 percent of Australian consumers will not make an online purchase if they experience Web site difficulties. The consumers, instead, are returning to physical stores to make the purchase. The article mentions that 44 percent believe that traditional shopping is quicker if they know what to look for and 43 percent as prefer in-store service.
The research comes from a Rackspace survey to determine shopping habits in New Zealand and Australia. The survey also asked participants what other problems they experienced shopping online:
“42 percent said that there were too many pop-up advertisements, 34 percent said that online service is not the same as in-store and 28 percent said it was too time consuming to narrow down options available.”
These are understandable issues. People don’t want to be hounded to purchase other products when they have a specific item in mind and thousands of options are overwhelming to search through. Then a digital wall is often daunting if people prefer interpersonal relationships when they shop. The survey may pinpoint online shopping weaknesses, but it also helps online stores determine the best ways for improvement.
“ ‘This survey shows that not enough retailers are leveraging powerful and available site search and navigation solutions that give consumers a rewarding shopping experience.’ ”
People shop online for convenience, variety, lower prices, and deals. Search is vital for consumers to narrow down their needs, but if they can’t navigate a Web site then search proves as useless as an expired coupon.