Survey solution provider iPerceptions crunched customer feedback on sites using its free 4q website survey tool and found some interesting data on e-commerce and customer feedback.
Retailers lag beyond other verticals and the webwide average when it comes to shoppers' ability to accomplish their primary task on a website. Only 68% of shoppers could actually get what they needed from the site, whether it was product information, company data, pricing, etc. This may be due to more shoppers coming to the website to research/learn (34%) than buy (25%) and more shoppers interacting with your brand and your site many more times before purchasing. In Web analytics speak, these shoppers are “lengthening the conversion funnel.”
In this environment, getting people to your site at the point they are ready to buy is a big win. But 44% of retailers are missing out on that opportunity, because of mundane but unnoticed things like broken shopping carts, limited product availability, inadequate pricing information or simply because visitors couldn’t find what they wanted.