It is better
to not be on
the web than
to be on and
not know why
John Sumser

Reality
is more
complex
than
it seems.
John Gall

It's better to
do a few things
really well than
than to do
a lot of things
badly.
If you can't
make the necessary
commitments of
time and energy
to your
electronic
marketing
efforts
scale back
your plan.
John Sumser

OUR HOME

A 2000 worldwide Ernst & Young online consumer study found that three out of four respondents had started but not completed an online purchase in the past year. The study stated that, "many consumers complained bitterly about long waits, clunky screens, complicated processes, missing or hard-to-find information, nonexistent telephone support, impossible return processes." A key conclusion of the study was that the online experience, "is decidedly not about entertainment, which didn't even make the top-15 list of consumer preferences."
Four out of five consumers in a 2000 AT Kearney abandoned attempts to purchase products online due to poor website design and functionality. Over half (52 percent) of those surveyed said that being asked for too much information was their primary reason for failing to complete a purchase online. In addition, 40 percent abandoned their shopping carts due to website malfunctions. Abandoned shopping carts are estimated to cost etailers USD3.8 billion in lost sales.
Almost half of all consumers trying to purchase online during the Christmas 2000 period left websites without placing an order, according to a Creative Good report. Reasons for abandoning the purchasing process included slow-loading pages and difficulty in finding products.
"While online retailers offer a variety of site features, most of these features (the "bells and whistles"), with the exception of search capabilities and "close-up" product views, are never used by the majority of online shoppers," according to a 2000 study from PricewaterhouseCoopers.

Gerry is an Irishman who writes a regular column on internet issues called "New Thinking". You can obtain a subscription by sending an email to newthinking-request@lists.nua.ie with the word "subscribe" in the body of the note. An automatic response will be returned.

- John Sumser © TwoColorHat. All Rights Reserved.

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All Rights Reserved.

Materials written
by John Sumser
© TwoColorHat.
All Rights Reserved.

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