News
Consumers won't be very patient on Black Friday, claims research
September 27, 2019
Retailers should strive hard to meet e-commerce consumer expectations this holiday season as shoppers will be quick to ditch brands if performance doesn't meet their needs.
That's a prime finding of a Quantum Metric research report regarding customer experience expectations and frustrations and consumer behavior. The research revealed that a slow online shopping experience will drive shoppers to another retailer, according to a press release.
Over one in three (36%) Black Friday/Cyber Monday shoppers said a slow browsing experience will lead them to shop elsewhere, and even a six-second load time delay, regardless of the circumstance, may reduce conversion success by half.
"Black Friday is the biggest sales event of the year, and built-up expectations result in an incredible door-busting mentality online," said Mario Ciabarra, founder and CEO, Quantum Metric, in the release. "Their Black Friday experience must be seamless and rewarding — turning rage-clicks and refreshes into revenue opportunities, or they risk losing customers to competitors."
According to the research:
- Nearly half of consumers (49%) would abandon their cart if they received an error message upon checkout that prevented them from completing their purchase online.
- Over a third of consumers (34%) would be worried about their personal information being secure if they encountered an error after clicking checkout.
- Nearly one in five (17%) would immediately go to a competitor's site to find the same or similar product if faced with errors upon attempting to check out.
Some top issues that lead consumers to abandon online purchases include:
- Product out of stock after adding to cart: Almost half of Americans (49%).
- Long load times: Almost a third of Americans (30%).
- Inability to access their account: Nearly four in 10 (38%) Americans.
- Losing spot on page after adding item to cart: Almost a third of Americans (30%).
- Search doesn't deliver items they are looking for: Nearly a third (30%) of consumers.
