By the Stats: Online Shopping
Ease of use, not low product prices, rules customers’ online shopping satisfaction rates, according to Keynote Systems, which recently tracked the shopping experiences of about 2,000 consumers. Here’s what Keynote found:
* 59 percent: consumers who cited ease of use as the most important criterion when selecting an online shopping site.
* 32 percent: consumers who said low prices were what drew them to particular sites.
* 6.1: average number of problems a typical consumer encountered during a single shopping experience.
Keynote Systems’ executives recommended that online merchants focus on the following: site performance, the best practices of e-commerce leaders and customer feedback.