E-COMMERCE

Poor details and poor quality images can repel online shoppers

Online shoppers love to get a lucrative deal, but they also want to know exactly what they are getting. According to a survey by e-commerce provider Salsify Inc., among U.S. consumers, 46% will not buy a product online or in a store if the retailer does not provide details online.

Also, 30% of buyers in the US say they will not buy if the images are missing or of poor quality. And 70% said they are more likely to buy a product on the product’s personal page, showing how useful it will be or how it fits into their lifestyle.

In November 2021, Salsify surveyed more than 4,000 consumers in the United States, the United Kingdom, Germany and France, including 1,327 buyers from the United States.

The quality of product pages affects more than just online sales, says Peter Crosby, Salsify’s vice president of corporate marketing. These pages can also affect whether shoppers will buy at the retail store. This is partly because when researching goods, only 10% of shoppers compare goods in stores. The rest use online resources, such as a retail site (42%) or a search engine (25%).

In addition to searching for product information, shoppers use digital information to compare prices and look for coupons, even when shopping at the store. Most shoppers use the internet to compare prices at multiple retailers (59%) and / or check the 54% digital coupon code. In addition, 37% said they searched for product information online while shopping at the store.

Among U.S. shoppers surveyed, 40% said they most often buy goods at the store, making shopping at the store the best buying option. But in total, Internet channels were more popular – 47%. Among U.S. buyers surveyed, 35% said they most often buy from a retail website. 12% said they most often buy through retail apps.

Trust matters

46% of U.S. buyers surveyed were willing to pay more for a similar product when it comes from a brand they trust, compared to only 30% of buyers in 2021. However, only 30% said they would pay more in exchange for preferential delivery and 29% said they would pay more for faster delivery.

“Consumers are looking for confidence to buy,” when they visit a retail website, Crosby says. This is true regardless of whether the consumer plans to place an order online or is looking for a product that can be purchased at the seller’s store. He says retail sites that don’t do this will lose customers compared to those that do.

Crosby says the poll shows how small retailers can compete with giants like Amazon.com Inc.

“The biggest advantage of smaller retailers is their experience,” says Crosby. Because customers see product information as a “source of truth” on product pages, he said, retailers benefit if they give customers a deep insight into product details and offer quality product images. This is especially true when the images show how the buyer can use or wear the product.

According to him, such details make the content more relevant for online shoppers. For this reason, he encourages retailers to show off their clothes worn by models “people like me” who look like typical Americans, not models.

The pandemic has changed the behavior of buyers

The poll found that only 34% of U.S. buyers say so pandemic did not change his trading habits. The rest said that the pandemic forced them to make changes such as online shopping more often than before the COVID-19 pandemic (43%), more shopping on discount websites (9%), more use of multi-channel “drive to” for example, buy online, pick up at the store (8%). 5% of respondents said they shop online less and more in person at physical stores than before the pandemic.

The transition to online shopping was the most extreme in the grocery category. Among U.S. shoppers surveyed, 67% said they had never made an online purchase before the COVID-19 era. Most shoppers now buy at least some of their products online, including 15% of those who buy products exclusively online.

Differences in different countries

The survey also found that a significant number of shoppers care about finding and sustainability of products before buying. But when it comes to recycling, there are significant differences in the four countries surveyed. In the US, 33% of shoppers said they check product recycling and packaging information before buying, compared to 53% in Germany, 44% in France and 31% in the UK

Other notable cross-border differences include:

  • 40% of Americans suffered from supply chain shortages in late 2021, compared to only 19% of French, 28% of British consumers and 29% of German buyers.
  • The French most often buy directly on the brand’s website: 26% said that’s exactly what they plan to do next year. This is compared to 19% of British consumers, 15% of Germans and only 13% of Americans.
  • In each country, most consumers say they choose private label products because of lower prices. In the US, 37% of respondents liked the retail brand’s own brand. On the contrary, 8% of Britons, 13% of Germans and 14% of French say it is important.

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https://www.digitalcommerce360.com/2022/02/16/scant-details-and-poor-quality-images-can-drive-away-online-shoppers/ Poor details and poor quality images can repel online shoppers

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