Buggy checkout experience can hurt the brand, reveals survey
Glitchy checkout processes can lead to abandoned purchases, brand damage and consumer doubts about a retailer’s security effort, according to a new survey.
The QualiTest Group survey also noted that more than half of consumers, 55 percent, report technical difficulties in billing and checkout processes, with the top obstacle being a frozen web page, according to a press release.
"The retail industry is highly competitive, and if retailers fail to provide a smooth, glitch-free shopping experience, they'll lose revenue immediately and their chances of winning repeat customers plunges," said Ami Sterling, CMO of QualiTest, in the release. "This survey underscores the importance for retailers to make sure that they provide a seamless, smooth experience to customers, something which is not a choice, but absolutely essential to building retail success, especially as online shopping continues to far eclipse in-store shopping."
The survey, conducted in June 2017, was jointly carried out with Google Consumer Surveys based on a representative sample of more than 1,000 respondents from the United States between the ages of 18 and 54.