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Study: Brand Erosion Caused By E-Commerce Friction

Posted By Robert Gorell On May 7, 2008 @ 1:03 pm In Branding,Research | 6 Comments

The new “Ouch Point” survey from the Opinion Research Corporation suggests that U.S. e-commerce websites are still — believe it or not — frustrating shoppers.

As first reported [1] by Direct Magazine, the survey found that…

  • 19% dislike learning an item was back-ordered or out of stock after said item was placed in a shopping cart
  • 14% are frustrated by Web sites that malfunction as payment is being processed
  • 8% are confounded by unclear return policies
  • 6% don’t like unclear shipping information
  • 6% dislike not getting an acknowledgment after an order has been placed

Adding another dimension to these numbers, Jack Loechner at MediaPost explains [2] that:

. . . iCongo, Inc. [3], released the results of a consumer survey conducted by Harris Interactive that reveals [that] 33 percent of online U.S. adults indicated they are more likely to shop online rather than in-person at a store due to the high price of gasoline.

If there were ever a time to optimize your e-commerce website, it’s now.

What else causes friction? Read FutureNow’s 2007 Retail Customer Experience Survey [4] for answers.

. .

Join FutureNow’s Bryan Eisenberg on June 3rd in New York City for the Call to Action seminar [5]. Based on his bestselling book of the same title, Bryan will show you how to improve conversion and brand affinity by reducing friction for the customer.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/05/07/study-brand-erosion-caused-by-e-commerce-friction/

URLs in this post:

[1] reported: http://directmag.com/news/consumers-online-shopping-frustration-0416/

[2] explains: http://blogs.mediapost.com/research_brief/?p=1699

[3] iCongo, Inc.: http://www.icongo.com/

[4] FutureNow’s 2007 Retail Customer Experience Survey: http://www.grokdotcom.com/2007/11/26/cyber-monday-future-nows-2007-retail-customer-experience-study/

[5] Call to Action seminar: http://www.futurenowinc.com/CalltoActionSeminar.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1368&utm_campaign=POCCTA0608

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