98 percent of shoppers have been deterred from completing a purchase because of incomplete content
Episerver’s “Reimagining Commerce” report shows online shoppers have high expectations for e-commerce listings and more
Ninety-eight percent of shoppers have been dissuaded from completing a purchase because of incomplete content, according to a study released this month by Episerver, a leading provider of a single platform to smartly manage digital content, commerce and marketing in the cloud.
The survey of more than 1,100 consumers underscores the necessity of delivering complete and accurate content in the e-commerce landscape, and the findings show that brands are lagging when it comes to their digital experiences. The “Reimagining Commerce” report found that 98 percent of consumers have been dissuaded from completing a purchase because of incomplete or incorrect content, with nearly a third (32 percent) of consumers being dissuaded every time. Further, over a third of shoppers (35 percent) feel brands do a poor or very poor job of customizing the online shopping experience, with just 7 percent believing that brands do this very well.
The report also found many consumers expect personalized content as part of their online shopping experience, with nearly two-thirds (59 percent) reporting interest in personalization. According to Ed Kennedy, senior director of commerce at Episerver, while some brands are meeting online shoppers’ expectations, many others are failing to personalize the experience in the way customers want.
“Just as a poorly designed storefront or cluttered displays can deter shoppers from a physical store, a website or mobile app with lackluster content can turn off consumers and in many cases, discourage them from making a purchase,” said Kennedy. “Our study shows consumers really care about content when shopping online, not only the quality and accuracy, but also how it’s delivered to them. Complete and accurate content is now table stakes, and brands looking to go above and beyond must consider personalization.”
The report also shows consumers appreciate customized experiences outside of their online shopping experience. Forty-three percent of customers reported being open to customized in-store experiences, and 44 percent are interested in brands customizing coupons to them based on their location.
For additional insights into the behavior and expectations of consumers shopping online, download the report here.
Episerver connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. The Episerver Digital Experience Cloud™ combines content, commerce, multi-channel marketing, and predictive analytics in a single platform to work full-circle for businesses online – from intelligent real-time personalization and lead-generation through to conversion and repeat business – with unprecedented ease-of-use. Sitting at the center of the digital experience ecosystem, Episerver empowers digital leaders to embrace disruptive, transformational strategies to deliver standout experiences for their customers – everywhere they engage. Founded in 1994, Episerver has offices in Australia, Denmark, Finland, The Netherlands, Norway, Singapore, South Africa, Spain, Sweden, UAE, UK and the USA. For more information visit www.Episerver.com.
Senior Manager, Analyst and Public Relations, Episerver
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