Slow online shopping experience making customers unhappy

August 7, 2013

Every business knows that, in the digital age, e-commerce capabilities and online payment processors are a necessity. However, these products aren't doing companies any good if they aren't top-of-the-line.

Every business knows that, in the digital age, e-commerce capabilities and online payment processors are a necessity. However, these products aren’t doing companies any good if they aren’t top-of-the-line.

Approximately 68 percent of U.S. adults plan to shop online for gifts this coming holiday season, according to a Harris poll commissioned by the Riverbed corporation. However, their level of dedication to specific services hardly matches their level of interest: 67 percent of respondents admitted that they would stop using an e-commerce webpage if the product and sales pages weren’t operating properly on their smartphone. 

“We’ve just completed one of the most extensive surveys to date on website performance and online shopping behavior and how consumer decisions are influenced by factors other than price,” said Jeff Pancottine, senior vice president of Riverbed.

He went on to explain that creating an optimized, efficient online sales strategy can help businesses retain customers even when their competitors are offering lower prices. Pancottine went on to explain that 70 percent of consumers would buy from a business they had a positive experience with, even if the product they wanted was available for a lower price elsewhere.

The study also found that 29 percent of consumers shopping via a mobile device would cancel their online orders and instead make the purchase at a physical location if they were faced with slow speeds or low sales reliability. 

Smartphones starting to replace PC’s as a primary communications device
The findings were supported further by the ForeSee firm’s latest Mobile Satisfaction Index. The report suggested that consumers now prefer mobile devices to PC’s for their media and entertainment needs, driving home the need for online credit card processing services optimized for smartphone usage. 

“With the fast pace of consumer adoption of smartphones and tablets, companies need to recognize the mobile platform is at least as important as the desktop web environment,” said Larry Freed, CEO of ForeSee.

Freed went on to explain that the onus for optimization lies in companies hands. The potential for profit is there, he explained, but business owners need to offer their customers personalized online experiences. 

“Companies see the opportunity and they are trying to move fast, but they must be sure to do things the right way to meet the expectations of customers or risk turning them away to competitors,” he said. 

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