Businesses have little or no idea of consumer experience
UK firms lack crucial understanding of why customers abandon their websites when they near conversion – which could be costing up to £14 billion in revenue.
Few UK firms understand how usability affects ‘consumer experience’
Thursday, June 02 2011 by Craig Nicholson
Undertaking website maintenance for the sake of usability and accessibility may not be a top priority for many brands, but a new report suggests that perhaps it should be.
Eight in ten businesses surveyed as part of the Tealeaf Reducing Customer Struggle report, conducted by Econsultancy, indicated that they have either “limited” or “no understanding” of why customers abandon their shopping cart online.
Around the same number are baffled by consumers opting out at a crucial stage during the sales conversion process.
While these issues are an eternal bugbear for most internet consultants – and will doubtless never be fully understood – this widespread lack of awareness of online customer experiences is likely to ring alarm bells.
The report data underlines the significance of failing to address this managed emarketing conundrum, estimating that around £14 billion was lost in 2010 alone among online retailers because of poor online customer experiences.
There is evidence that businesses are trying to find out what is putting customers off their websites, but often these examples emerge second-hand through calls to customer service teams or via emails.
Perhaps more worryingly, two-thirds of those polled do nothing to measure the extent to which problems with sites are resolved, such as with website improvements to get rid of glitches.
Econsultancy chief executive officer Ashley Friedlein explained: “The web lies at the heart of any multichannel business these days and so providing visibility across all business units will ensure a seamless experience at all brand touchpoints.
“As the online channel becomes increasingly valuable for business, it is vital for companies to ensure the customer journey is as pain-free and seamless as possible. Companies that fail to put in place the technology and processes necessary to improve online experiences will miss out on this growing financial potential.”
Living Streams “Improving clients’ profitability through better use of the internet”.
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