Speed and ease make “great” online experience

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.

Read more at Media Post.

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