Schedule a Tour
Does My Company Subscribe?
Visitors to retail e-commerce sites are most likely to be heading to online stores in order to learn, rather than to shop or buy. iPerceptions’ “Retail/E-Commerce Industry Report Q2 2009” found that 38.6% of e-commerce visitors were at the initial information-gathering phase at the top of the purchase funnel.
According to the report, visitors in the learning phase have a high level of satisfaction with the retail sites studied and more than 85% are able to complete their task. Lower down the funnel, however, sites are less likely to meet the needs of visitors.
Task completion rates dropped to 76.9% among respondents who were aiming to shop, and declined further to just 61.5% among those looking to make a purchase at the retail e-commerce sites studied.
The most common reason shoppers did not buy was the failure to find what they needed, cited by 34%. Pricing and problems with navigation or usability tied for second place, with 13% of respondents.
Considering navigation problems could prevent shoppers from finding what they are looking for, e-tailers should not ignore site design as a barrier to increased sales.
“By structuring their sites to facilitate the ability of visitors to look for (and
find) crucial decision-making information, companies can remove a major hurdle responsible for causing initially determined purchasers to eventually abandon the process altogether,” according to the report.
Keep up on the latest digital trends. Learn more about an eMarketer Total Access subscription, today.
Check out today’s other article, “Paid Social Network Opportunities—Alive and Well.”
Join eMarketer for a free webinar:
Thursday, September 17, 1pm ET
Space is limited.
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.