Saturday, July 08, 2006
Web Rage Turns Shoppers Back to the Street
Three quarters of people now shop online, but the growing threat of "Web rage" could drive consumers back to the street, according to a British e-commerce study. Some 78 percent of online shoppers surveyed complained that their frustration with Web site performance has led them to turn off their computer. Additionally, one in three refuse to give even their favorite Web site more than a second chance before turning back to the street. Online retailers were warned to move quickly to improve the shopping experience for their online customers or risk alienating them irrevocably. The most common factor cited as causing Web rage among more than half -- 54 percent -- of the 1,000 people surveyed is the inability to ask questions by telephone. Other irritations include Web sites crashing during a transaction, 47 percent; usability and complicated registration processes, 47 percent; inability to find information, 46 percent; and inability to amend orders, 45 percent. "Web rage is a burgeoning online phenomenon," said Deri Jones, chief executive of SciVisum, which commissioned the survey. "With less than half of online shoppers prepared to give their favorite Web site more than two chances to get it right, the message is that online shoppers are showing zero tolerance to poor performance." The survey also found the average spend of online shoppers was Pounds 89 (US$165) a month, though one in 10 splurged up to Pounds 5,000 ($9,264) or more on a single purchase. CDs and books were the most popular items bought online, though clothes, groceries and financial services were also popular.
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Brought to you by the Guardian eCommerce Privacy Seal Program, increase online sales, get your Privacy Seal today.
