Poor customer service has more impact on the shopping experience than many brands think.
When shopping digitally, the Usabilla data showed encountering too many ads was the biggest frustration, felt by a majority on desktop (53%) and to a lesser degree on mobile (40%). When buying items, having to re-enter information during checkout was the leading frustration for 34% of desktop shoppers and 31% of mobile shoppers.
In both studies, time-wasting was a stressor. Transactions that took too long was the leading pain point for 22% of mobile shoppers and 19% of desktop shoppers, according to Usabilla, while 81% of respondents in the Clicktale survey said ecommerce sites that loaded too slowly were a source of stress.
Conversely, speed was the leading factor (94%) that contributed to a great online experience, according to digital buyers in the US, UK and Australia surveyed by remarketing firm Cloud IQ in September 2017.
According to a September 2017 Astound Commerce survey, the top two factors that US digital buyers cited as influential on purchasing were very fundamental: quality of the website experience (61%) and quality of the physical store experience (52%).
Improving the customer experience is a priority for most marketers, but getting it right takes more than basic demographic or behavioral data. Just 22% of marketers in North America used psychographic data for segmentation and only 11% employed intent analysis, according to a March 2018 survey by CMO Council and RedPoint Global. Understanding emotion and putting it in context are the missing variables.