It's no secret that the vast majority of online shoppers (74.5% according to ServiceXRG) visit company websites to get information about a product or service. But it seems that less than half (44%) feel the information meets their expectations, according to the study, "Influencing the Online Experience."

Around 1,000 companies and shoppers were surveyed. Some findings:

• Shoppers were three times more likely to become repeat customers after a positive experience, compared to those that had a negative, or even a neutral experience.
• They were four times more likely to recommend a company after a positive experience.

Of the businesses surveyed, just 38.9% said they offered an advanced search function for customers.

Tom Sweeny, Principal and Co-founder of ServiceXRG sums the issue up nicely saying, "The onus for delivering a positive experience now lies with the tools and content offered, and their relevance in helping customers achieve their objectives. With competitors just a Google search away, consumers must have easily accessible, quality information at their fingertips."

Other studies have suggested that online reviews are also critical to conversions. The average is 3-4 reviews before a customer feels comfortable purchasing.