Online Shoppers Say Ease of Browsing Top Reason For Choosing One Website Over Another

LivePerson-Online-Shoppers-Reasons-Choosing-Website-Over-Another-Nov2013Despite growing mobile commerce revenues and a recent focus on the mobile experience offered by top retailers, online shoppers across 7 major markets don’t rank mobile optimization high on their list of reasons for choosing one website over another, according to [download page] recent survey results from LivePerson. Instead, a leading 74% cite ease of browsing/searching as a reason for favoring a site over another, with 64% citing a previous positive experience on the website as a factor and half claiming that customer ratings and reviews affect their decision.

Interestingly, some 37% said that personalized experience and offers cause them to choose one website over another, which could be viewed as either a high or low figure depending on one’s perspective. Only 14% said that the website being optimized for mobile devices was a reason for choosing one site over another. That’s despite research from comScore suggesting that a majority of time consumers (at least in the US) spend accessing retail content online is from smartphones (44%) or tablets (11%).

Separately, the LivePerson study reveals that unexpected delivery costs (65%) are the top reason consumers give for abandoning an online purchase, a study that tracks with research from UPS showing the influence of shipping costs on consumer behavior.

Other reasons given for abandoning an online purchase were lack of information about the product/service/delivery (57%), difficulty navigating the website and the inability to find what is being searched (53%), and security and trust concerns (53%).

About the Data: A total of 6,054 online interviews were conducted with adults aged 18-64 who make an online purchase at least once a month. Interviews were carried out across UK, France, Germany, Italy, Japan, USA and Australia during September 2013. Research was conducted by Loudhouse, an independent research agency based in London.