Until consumers can find products and services more easily, shopping on the Internet will remain fatally flawed.
When Zona Research surveyed 240 Internet literate users about their shopping habits over a 60-day period, over 33 per cent of respondents said it was difficult to find particular products.
The report concluded that, if savvy users cannot navigate their way successfully, "the level of difficulty for average Web shoppers is going to be far higher".
Almost two-thirds of respondents gave up looking for a product at least once during the period, while 20 per cent gave up more than three times and six per cent gave up six times or more.
Unsurprisingly, many shoppers do not return to a site if their shopping expeditions are unsuccessful, particularly if they strike gold at another site.
It appears that Web shopping models are very different to those of bricks and mortar, and Zona said: "Drop-offs, [disaffected shoppers] may translate into substantially diminished business potential."
Source: VNU Newswire
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