The increase in shoppers and buyers is to be expected given the continuous shift to online and relative strengthening of the economy
Montreal (Vocus) September 20, 2010
iPerceptions Inc. (TSX-V: IPE), a leading provider of web-focused Voice of Customer analytics, released its Retail & E-Commerce Industry Report for Q2 2010. Nearly a trillion dollars of offline sales were influenced by online research, indicating the necessity to focus on visitor’s web experience in the ‘learn’ and ‘shop’ phases of the purchase process.
While visitors in the ‘learn’ phase reported relatively high task completion scores, those in the ‘shop’ phase only accomplished their task 73 percent of the time. Moreover, the share of visitors in the shop phase increased significantly in Q2 – up to 22 percent compared to 14 percent in Q1. Given the growing share of ‘shoppers’ and their relatively lower task completion scores, retail website owners must continue to pay particular attention to their expressed needs, which include enhanced product offerings and feature comparison tools.
The share of visitors in the ‘buy’ phase has shown a small but steady increase over the past year, from 17 percent in Q2 2009 to 22 percent in Q2 2010. However, ‘buyers’ reported some of the lowest task completion scores, with the main reasons for failed task completion being:
- Inability to find what they were looking for (39 percent)
- Product not offered / out of stock (36 percent)
- Insufficient product information (10 percent)
- Unclear shipping policy / Shipping price too high (7 percent)
- Price too high (4 percent)
- Technical problems (3 percent)
“The increase in shoppers and buyers is to be expected given the continuous shift to online and relative strengthening of the economy,” said Claude Guay, president and CEO of iPerceptions. “As online and offline sales increase, website owners need to reduce the number of visitors who are unable to find what they are looking for by simplifying site navigation and improving search capabilities.”
The Retail & E-Commerce Industry Report for Q2 2010 analyzes real-time feedback from more than 400,000 people visiting over 200 retail and e-commerce sites to identify the most important issues and trends facing this unique industry. Data contained in this report represents aggregated information obtained from iPerceptions’ enterprise solution webValidator™ and free 4Q surveys deployed on the websites of many leading brands. The full report can be found on the iPerceptions website at: http://www.iperceptions.com/resource-center.
iPerceptions is a leading web-focused Voice of Customer analytics provider. Its webValidator Continuous Listening solution, free website survey solution 4Q, Web Analytics Solution Profiler (WASP) and proprietary iPerceptions Satisfaction Index (iPSI) turn thousands of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions’ clients include such well-known brands as Dell, InterContinental Hotels, General Motors, Canadian Tire, Hyundai, LG Electronics, Choice Hotels International, BMW and Monster Worldwide. For more information, please visit our website at: http://www.iperceptions.com.
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