According to a new study from Cloud IQ, published by Marketing Charts, 47% of online shoppers in the US, UK and Australia deemed speed “critical” to a great online experience, with another 47% saying it’s “important.” Close behind 45% said it’s “critical” that the experience be seamless and easy, and 47% saying that it is “important”.
Other research from SUMO Heavy showed that US adults said the most important aspect of a great e-commerce website is its usability and functionality. Separately, research from the CMO Council said that for consumers, the most important attribute of a great customer experience was a fast response time to the customer’s needs and issues. And, in previous research from the Economist Intelligence Unit (EIU), fast response times and a simple purchasing process emerged as by far the leading elements of an ideal customer experience.
Data chart courtesy of Media Post.
| Contributers To A Great Online Experience (Online Shoppers) | ||
| Online Experience |
Critical |
Important |
| Speed (can find and buy what I need quickly) |
47% |
47% |
| Seamless/Easy (Smooth, continuous and effortless experience across different channels) |
45 |
47 |
| Sense of Control (can search for answers, ask for help, updated, sense of being in control |
39 |
51 |
| Individualized (Treated as an individual and offered products, discounts, communications, based on specific preferences and needs) |
27 |
55 |
| Interactive, Engaging (Interesting, fun to use) |
24 |
55 |
| Proactive (Anticipated needs, provides timely offers, alerts and reminders) |
21 |
52 |
| Source: Published on Marketing Charts 11/17; Data Source Cloud IQ | ||