98 percent of shoppers have been deterred from completing a purchase because of incomplete content
Episerver’s “Reimagining Commerce” report shows online shoppers have high expectations for e-commerce listings and more
Ninety-eight percent of shoppers have been dissuaded from completing a purchase because of incomplete content, according to a study released this month by Episerver, a leading provider of a single platform to smartly manage digital content, commerce and marketing in the cloud.
The survey of more than 1,100 consumers underscores the necessity of delivering complete and accurate content in the e-commerce landscape, and the findings show that brands are lagging when it comes to their digital experiences. The “Reimagining Commerce” report found that 98 percent of consumers have been dissuaded from completing a purchase because of incomplete or incorrect content, with nearly a third (32 percent) of consumers being dissuaded every time. Further, over a third of shoppers (35 percent) feel brands do a poor or very poor job of customizing the online shopping experience, with just 7 percent believing that brands do this very well.
The report also found many consumers expect personalized content as part of their online shopping experience, with nearly two-thirds (59 percent) reporting interest in personalization. According to Ed Kennedy, senior director of commerce at Episerver, while some brands are meeting online shoppers’ expectations, many others are failing to personalize the experience in the way customers want.
“Just as a poorly designed storefront or cluttered displays can deter shoppers from a physical store, a website or mobile app with lackluster content can turn off consumers and in many cases, discourage them from making a purchase,” said Kennedy. “Our study shows consumers really care about content when shopping online, not only the quality and accuracy, but also how it’s delivered to them. Complete and accurate content is now table stakes, and brands looking to go above and beyond must consider personalization.”
The report also shows consumers appreciate customized experiences outside of their online shopping experience. Forty-three percent of customers reported being open to customized in-store experiences, and 44 percent are interested in brands customizing coupons to them based on their location.
At Optimizely, we're on a mission to help people unlock their digital potential. We do that by reinventing how marketing and product teams work to create and optimize digital experiences across all channels. With Optimizely One™, our industry-first operating system for marketers, we offer teams flexibility and choice to build their stack their way with our fully SaaS, fully decoupled, and highly composable solution. We help companies around the world orchestrate their entire content lifecycle, monetize every digital experience and experiment across all customer touchpoints – all through Optimizely One™, the leading digital experience platform that powers every phase of the marketing lifecycle through a single, AI-accelerated workflow.
Optimizely has nearly 1500 employees across our 21 global offices and has 700+ partners. We are proud to help more than 10,000 businesses, including H&M, PayPal, Zoom, and Toyota, enrich their customer lifetime value, increase revenue and grow their brands. At Optimizely, we live each day with a simple philosophy: large enough to serve, small enough to care. Learn more at optimizely.com.
All third-party trademarks cited are the property of their respective owners, and are used only for reference purposes.
Rachel Teitt Gill
Vice President, Global Communications & Creative
Sr. Manager, Global Communications