Article

The five online commerce features that create loyalty

Product images, speedy search among the most desired features for online shoppers.

November 8, 2010

Limelight Networks Inc. has released research ranking the website features that drive online shopping loyalty. The study confirms that rich media and personalization are essential to establishing brand loyalty. The research also found that those who shop online most frequently value advanced online shopping features more than those who shop online less often.

"While consumers value faster performing sites, the research indicates that loyal customers are also demanding personalized buying environments with rich features, such as sophisticated images and illustrative video, that help them purchase with confidence the products that are right for them," said Paul Alfieri, vice president, marketing, Limelight Networks. "Based on these findings, marketers and ecommerce storefront operators preparing for the upcoming holiday shopping season can increase conversion and shopper loyalty by adding rich media and dynamic content."

Top five online shopping features

More than 1,600 online shoppers ranked the importance of ecommerce functionality in their decisions to make online purchases and return to sites for future shopping. Across all respondents, the following features ranked highest in their ability to positively impact online shopper loyalty:

1. (Tie) Product images are clear and thorough
1. (Tie) Site search is speedy and productive
2. (Tie) Advanced product viewing functionality (360 degree viewing, see available colors as they would look on the product, zoom-in/out, etc).
2. (Tie) Ability to customize products online (ex. see apparel on someone my size)
3. Written reviews from other users of the product
4. Site recognizes me
5. Site recalls my billing and shipping information

Rich media

The research also found that more frequent online shoppers, defined as those who said that in addition to holiday shopping, they make online purchases more than once per month, ranked rich media functions as extremely or very important more consistently than all other respondents. The following are rich media features that surveyed consumers found to be extremely or very important in their decision to stay and purchase from a site and return to the site to purchase again:

Product photography is clear and thorough: 94 percent of those who shop online more than once a month versus 84 percent of those who shop online only once a month
Allows me to customize products online: 79 percent of those who shop online more than once a month versus 65 percent of those who shop online only once a month
Advanced product viewing functionality: 76 percent of those who shop online more than once a month versus 68 percent of those who shop online only once a month
Video demonstration of required assembly or installation: 49 percent of those who shop online more than once a month versus 35 percent of those who shop online only once a month
Video demonstrations of the product in use: 46 percent of those who shop online more than once a month versus 30 percent of those who shop online only once a month
Video product reviews from actual customers: 46 percent of those who shop online more than once a month versus 33 percent of those who shop online only once a month

Personalization

Online buyers also ranked the presence of dynamic content such as personalization as a critical component to the online shopping experience. Again, the more frequent online shoppers value personalization more than those who shop online less often. Consumers surveyed ranked the following personalization features as extremely or very important in their decision to stay and purchase on the site and return to the site to shop again:

Site automatically recalls my billing and shipping information: 73 percent of those who shop online more than once a month versus 59 percent of those who shop online only once a month
Site recognizes me when I come back to visit: 68 percent of those who shop online more than once a month versus 52 percent of those who shop online only once a month
Remembers my personal preferences, such as shoe size, aisle seat on an airplane: 57 percent of those who shop online more than once a month versus 43 percent of those who shop online only once a month
Product recommendations are made based on the items that I have already purchased: 55 percent of those who shop online more than once a month versus 41 percent of those who shop online only once a month

(Photo by Keith Williamson.)