Consumer Behavior

Consumers don't want multi-click e-experience, reveals report

Photo by istock.com

April 5, 2021

A hefty majority, 70%, of consumers will leave an e-commerce site and jump to another e-tailer when a few clicks fail to return wanted results.

That's a prime finding from a study from Sitecore, a digital experience management software provider.

Additional findings, according to a press release, include:
• Most consumers (65%) have less patience with slow or poorly functioning websites since the pandemic.
• More than a third (42%) of consumers are less loyal to the brands they usually shop with since the start of the pandemic.

"The digital customer behaviors we were expecting by 2030 arrived in 2020; not by the customer's own choice, but driven by a world that needed to switch to digital-only engagement literally overnight to survive and thrive during the pandemic. Consequently, rising expectations of exceptional customer experience and speed of reaction to a new consumer climate is the new battleground across industries. Our survey shows the extreme pressure that marketers underwent in the previous 12 months, indicating that no one could have anticipated the extreme speed and agility required to meet the accelerating consumer demands. Going forward, marketers must accept that this is the new norm, and we aren't going back to where we were before," Paige O'Neill, Sitecore CMO, said in the press release.